Client: Minnesota Department of Health (MDH)
Project: Latino WIC Toolkit
Services Provided: Research, content development, cultural adaptation, design, and communications strategy.
About the Client
The Minnesota Department of Health (MDH) partnered with LIPT Media to create a Latino WIC Toolkit — a comprehensive resource designed to help WIC staff better understand and serve Latinx families across Minnesota.
Our goal was to make WIC communication more culturally relevant, family-centered, and reflective of the diverse Latinx experiences in the state.
As a multicultural communications agency, LIPT Media specializes in crafting content that builds trust and resonates authentically within the communities it serves. This project was an opportunity to put that mission into action.
The Challenge
The main challenge was to capture the richness and diversity of Latin American cultures in one toolkit. While Latinx families share many traditions, each country — and even each region — has distinct customs, foods, and parenting practices.
We needed to develop a resource that celebrated those differences while identifying the shared values that unite Latinx families: connection, family, nourishment, and cultural pride.
This required deep research, cultural understanding, and a thoughtful approach to representation — balancing inclusivity with accuracy.
Our Approach
Building culturally relevant resources for Minnesota’s Latinx families
Our process began with demographic and cultural research. We analyzed Minnesota’s Latinx population by origin, identifying the largest communities represented (including Mexican, Ecuadorian, Colombian, Salvadoran, and others).
This helped us prioritize content and examples that reflected the real families WIC staff serve.
Next, our team collaborated closely with MDH to:
Develop culturally adapted messaging about nutrition and feeding practices.
Highlight traditional Latin American foods and customs surrounding mealtime.
Include insights into how Latinx families approach parenting, bonding, and child nutrition.
Create a visually engaging and accessible toolkit in both English and Spanish.
Every element — from language choice to imagery — was intentionally designed to build empathy, connection, and respect for cultural identity.
The Results
A bilingual, culturally relevant toolkit for WIC and MDH staff.
A resource that celebrates Latinx heritage while providing practical guidance.
Improved understanding of how cultural identity influences food choices and parenting.
Empowered WIC professionals to build stronger, more trusting relationships with Latinx families.
Conclusion
The Latino WIC Toolkit reflects what happens when public health meets cultural intelligence.
Through research, empathy, and community-centered design, LIPT Media helped MDH create a resource that doesn’t just inform — it honors the traditions, values, and voices of Latinx families across Minnesota.