Virginia Department of Health: Turning an invisible hazard into something parents could actually recognize.

Siddall launched Chip the Alligator to help Virginia families better understand the risks of childhood lead exposure. Using the memorable metaphor of “alligator skin” paint to signal possible lead hazards in older homes, the campaign paired earned and paid media, partner toolkits, and community outreach to make lead feel more relevant, actionable, and easier to talk about.