case study
CLIENT: Gerber Medical Hub
PROJECT: Multilingual Infographic Series
Contentious Feeding Science, Built into Infographics Parents Trust
73%
positive reception
86%
wanted to learn more
57%
more positive about Gerber
+38
points knowledge lift
The challenge:
A contentious topic. Anxious parents. A trust deficit.
Heavy metals in baby food had become one of the most anxiety-inducing parenting topics of the decade, driven by FDA reports, recall scares, and competing claims from clean-label brands.
Gerber Medical Hub asked Welltivity to translate dense FDA and academic research on heavy metals into a single, scannable parent-facing piece that would inform without inflaming.
67% of surveyed parents had heard at least some about the heavy metals report
Earlier brand-driven content was perceived as defensive
Each infographic was in English and Spanish and required a final deliverable in a print + digital-friendly format, with QR-code links to a podcast and video for deeper engagement
“It was well thought out, easy to read and understand.”
The solution:
A multilingual infographic series — built to inform, not inflame
Welltivity built the Heavy Metals piece as part of a multilingual infographic series for the Gerber Medical Hub — designed to achieve three things:
01
ENGAGE PARENTS
Visual hierarchy and design tuned to the way exhausted parents scan, with color-coded sections, recognizable icons, and bullet-driven structure that respected time and attention.
02
CHANGE MINDS
Calibrated messaging that corrects misconceptions without dismissing parent anxiety, such as the counterintuitive truth that organic and homemade do not reduce heavy metal exposure.
03
RAISE BRAND GOODWILL
Information-first, not brand-first. The Gerber Medical Hub mark anchors trust without dominating the page and earned brand goodwill through usefulness, not promotion.
The build:
a four-stage build process
Beginning with research alignment with Gerber Medical Hub through bilingual production and multi-format delivery.
1
Research alignment + content strategy
Worked directly with Gerber Medical Hub experts, FDA Closer to Zero guidance, and academic heavy metals research. Identified the four parent-facing questions that drive 86% of the conversation: what they are, where they come from, do homemade reduce them, can exposure be reduced.
Information design + visual hierarchy
2
Color-coded the four core questions into four corner sections. Built the central hub around the BabyMatters mark with QR codes for podcast + video. Bullet-driven body copy for scannability. Custom icons for every claim.
Bilingual production + MLR review
3
Built the English version, then translated and adapted layout for Spanish — preserving design integrity at different text lengths. Citation-tracked through Gerber's medical/legal/regulatory review workflow.
Multi-format delivery + heat map test
4
Delivered as print poster, digital infographic, and shareable PDF with QR-code-linked podcast and video tips. Tested with 100 parents (WIC + Hispanic representative) via Morning Consult heat map analysis.
Featured infographic:
Understanding heavy metals
The actual deliverable: a single-page infographic answering the four questions parents most ask about heavy metals — built with full bilingual parity.
english
spanish
The results:
The numbers — and what parents actually said
Tested with 100 parents (kids 4–12 months, WIC and Hispanic representative) via Morning Consult heat map analysis.
57%
more positive about Gerber
post-viewing brand sentiment
86%
wanted to learn more
after viewing
87%
clear and easy to understand
agree + strongly agree
73%
positive image reception
very + somewhat positive
+38
pts knowledge lift
on washing produce (42% → 80%)
83%
more confident about feeding
on dietary variety
behavior change: before & after viewing
Washing produce: +38 pts
(42% → 80%)Eating variety: +20 pts
(34% → 54%)Removing skin from produce: +28 pts
(21% → 49%)
The voices:
How parents’ perception changed
Insight is one outcome. Action is the other. Three voices from the Morning Consult parent panel report how it landed, what they learned, and what they'll do differently.
“
It was well thought out, easy to read and understand.
— Survey Respondent
Morning Consult Parent Panel
“
It is helpful to know that making my own baby food doesn’t change the exposure.
— Survey Respondent
Morning Consult Parent Panel
“
I didn’t even know that heavy metals are getting into my kids’ foods. I’ll be much more careful to wash my food thoroughly and make my own baby food.
— Survey Respondent
Morning Consult Parent Panel
have a similar challenge?
Welltivity turns dense nutrition, health, and wellness content into infographics that get noticed, get used, and get the message across.
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