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Towards a digital Culture of Health !A project for the Robert Wood Johnson Foundation "August 20, 2014

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Agenda

1. Our Inspiration!2. Our Challenge!3. Our Plan!"

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Jake Brockman!London Strategy Intern "

BreAnn Hollinger!D.C. Design Intern"

Rebecca Kane !D.C. Accounts Intern !

Lentie Ward!D.C. WPD Intern!

Alexandria Witt!London Communications Intern

BSD + The RWJF

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1Our Inspiration

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NSA Files: Decoded

We were inspired by this...

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We set out to use the NSA Files digital format to make a complex issue digestible, relatable and action-oriented.

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From the NSA Files...

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When President Obama signed the Affordable Care Act into law on March 23, 2010, he had one goal in mind: make quality health care accessible to all Americans.

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...To the Affordable Care Act

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The Opportunity

Political rhetoric !vs. !

a real conversation

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The RWJF is dedicated to building a healthcare system that works for all Americans.

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The Robert Wood Johnson Foundation

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2Our Challenge

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The RWJF’s goal: !To foster a Culture of Health that values equity, quality and community in the health care system.

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A Strategic Shift

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But when you want to create a fundamental shift in how people think about public health, where do you start?!

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The Big Question

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Let’s improve the American Culture of Health by demystifying the Affordable Care Act and beginning a candid conversation with public health professionals.

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The Vision

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This site will be a resource for public health professionals.

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The Audience

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The Objective

Our long-scroll, interactive digital platform will...

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3Our Plan

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The ACA is more than legislation - it’s an integral part of a societal shift toward building a Culture of Health.!"

Let’s tell that story by applying ACA facts to the individual experiences of beneficiaries.

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Communication Strategy

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microsite email capture

The capture!- What happens after"" email sign-up?"

welcome email

forward to colleagues

culture of health

individual stories

social graphics

share with patients

empowering!individuals

Communication Strategy

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Communication Strategy

microsite email capture

Professional networks!

- Connecting public"" health officials

welcome email

forward to colleagues

culture of health

individual stories

social graphics

share with patients

empowering!individuals

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Communication Strategy

microsite email capture

Community outreach!

- Information from a"" trusted source

welcome email

forward to colleagues

culture of health

individual stories

social graphics

share with patients

empowering!individuals

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Communication Strategy

microsite email capture

Community outreach!

- Dissemination through"" personal relationships

welcome email

forward to colleagues

culture of health

individual stories

social graphics

share with patients

empowering!individuals

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Communication Strategy

microsite email capture

Personalization!- Using individual stories"" to illustrate wider success

welcome email

forward to colleagues

culture of health

individual stories

social graphics

share with patients

empowering!individuals

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Communication Strategy

microsite email capture

Culture of Health!- Now that people have "" access to information, " they’re empowered to " improve our Culture of " Health

welcome email

forward to colleagues

culture of health

individual stories

social graphics

share with patients

empowering!individuals

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User Experience

So what does this look like?Learn!Locate!Act

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User Experience

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How it works...!Learn!Locate!Act!

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User Experience

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How it works...!Learn!Locate!Act!

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User Experience

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How it works...!Learn!Locate!Act!

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The goal is to seamlessly integrate the ACA microsite, while making minimal enhancements to RWJF’s Culture of Health brand.

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Design Strategy

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Design Strategy

Color and typeface additions will add interest to the site and enhance CTAs.

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Design Strategy

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How do you make such a dense topic digestible?

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The Takeaway

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Ask us anything.

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