RWJF Intern Project

© Blue State Digital | Proprietary and Confidential �1

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

© Blue State Digital | Proprietary and Confidential

Agenda

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

"

"

""""

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

�2


1Our Inspiration

�3


NSA Files: Decoded

We were inspired by this...

�4


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

�5

From the NSA Files...


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.

�6

...To the Affordable Care Act


The Opportunity

Political rhetoric !vs. !

a real conversation

�7


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

�8

The Robert Wood Johnson Foundation


2Our Challenge

�9


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

�10

A Strategic Shift


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

�11

The Big Question


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

�12

The Vision


This site will be a resource for public health professionals.

�13

The Audience


The Objective

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

�14


3Our Plan

�15


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.

�16

Communication Strategy


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





Professional networks!

- Connecting public"" health officials

welcome email


culture of health

individual stories

social graphics

share with patients





Community outreach!

- Information from a"" trusted source

welcome email


culture of health

individual stories

social graphics

share with patients





Community outreach!

- Dissemination through"" personal relationships

welcome email


culture of health

individual stories

social graphics

share with patients





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

welcome email


culture of health

individual stories

social graphics

share with patients





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

welcome email


culture of health

individual stories

social graphics

share with patients




User Experience

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


User Experience

�25

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


User Experience

�26



User Experience

�27



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

�28

Design Strategy


Design Strategy

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

�29


Design Strategy

�30

How do you make such a dense topic digestible?


The Takeaway


Ask us anything.

�32

Business

RWJF Intern Project