Mighty Moments Even Heroes Need Backup

Mighty Moments is a public health campaign from Knox County Health Department that champions parents and caregivers, celebrates small wins, and connects families to trusted local resources. Built to resonate by going beyond traditional healthcare messaging, this work elevates the strength behind everyday care and reminds us that even heroes need backup sometimes.

The Brief

KCHD came to Asen with a challenge: evolve a longstanding campaign into something fresh that would inspire and unite the local community. Their previous “Strong Baby” campaign had served its purpose, but like many public health initiatives, it centered on cute babies, when the deeper story was about the people who raise and uplift those babies.

With this in mind, Asen set out to shift the narrative, putting a spotlight on the parents, families, and communities making everyday choices feel “super.” The goal wasn’t just to refresh creative, it was to build long-term meaning and impact. More than a campaign, Mighty Moments is a call to action, rallying guardians, caregivers, friends and family, even internal care teams around one shared truth: raising happy, healthy kids is mighty work.

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The Solution

Asen worked closely with the KCHD team to bring this campaign to life in a way that feels real, approachable, and empowering. We started by listening — gathering input from team leaders across the health department to shape messaging and visuals that grow with families at every stage, from planning and pregnancy to early childhood care. We focused on real-life moments: finding out you’re pregnant, getting to an appointment, comforting a child, asking for help…

“We wanted to unmask the real heroes of the story and remind them that being a ‘superhero’ to kids can simply mean showing up with love, support, and the everyday necessities they need to grow strong.” — Brookney, Managing Partner (Creative & Strategy) at Asen

Through every deliverable — website architecture, video production, print designs, and more — our goal was to create clarity and instill confidence. As a result, the Mighty Moments campaign delivers a tone that’s strong yet compassionate, with subtle design elements that evoke power and progress without feeling clinical or cold. If nothing else, Mighty Moments exists to honor the real work of care and offer an important reminder: In any moment, we can do hard things.

A campaign made for the mighty strategy that speaks to real people.