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NEW YORK The March of Dimes is stepping out with a rebranding effort, geared at raising awareness of its public health programs for all expectant mothers.
The nonprofit, founded by President Franklin Roosevelt in 1938, has become a familiar household name reaching roughly 90 percent name recognition across America, according to internal research. But the problem is that only 45 percent of those asked actually knew what services the March of Dimes provides.
“We want to improve our mission awareness,” said Doug Staples, svp, strategic marketing and communications at the March of Dimes, White Plains, N.Y.
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