RWJF Intern Project
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Transcript of RWJF Intern Project
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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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