BSD summer intern project. This is in no way affiliated with the Robert Wood Johnson Foundation.

1. © Blue State Digital | Proprietary and Confidential 1
Towards a digital
Culture of Health !
Aproject for the Robert Wood Johnson Foundation "
August 20, 2014

2. © 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
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3. © Blue State Digital | Proprietary and Confidential
1
Our Inspiration
3

4. © Blue State Digital | Proprietary and Confidential
NSA Files: Decoded
We were inspired
by this...
4

5. © Blue State Digital | Proprietary and Confidential
We set out to use the NSAFiles
digital format to make a complex
issue digestible, relatable and
action-oriented.
5
From the NSA Files...

6. © Blue State Digital | Proprietary and Confidential
When President Obama signed
theAffordable CareAct into law
on March 23, 2010, he had one
goal in mind: make quality health
care accessible to allAmericans.
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...To the Affordable Care Act

7. © Blue State Digital | Proprietary and Confidential
The Opportunity
Political rhetoric !
vs. !
a real conversation
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8. © Blue State Digital | Proprietary and Confidential
The RWJF is
dedicated to
building a
healthcare system
that works for all
Americans.
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The Robert Wood Johnson Foundation

9. © Blue State Digital | Proprietary and Confidential
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Our Challenge
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10. © Blue State Digital | Proprietary and Confidential
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

11. © Blue State Digital | Proprietary and Confidential
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

12. © Blue State Digital | Proprietary and Confidential
Let’s improve theAmerican
Culture of Health by
demystifying theAffordable
CareAct and beginning a
candid conversation with public
health professionals.
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The Vision

13. © Blue State Digital | Proprietary and Confidential
This site will be
a resource for
public health
professionals.
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The Audience

14. © Blue State Digital | Proprietary and Confidential
The Objective
Our long-scroll, interactive
digital platform will...
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15. © Blue State Digital | Proprietary and Confidential
3
Our Plan
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16. © Blue State Digital | Proprietary and Confidential
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

17. © Blue State Digital | Proprietary and Confidential 17
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

18. © Blue State Digital | Proprietary and Confidential 18
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

20. © Blue State Digital | Proprietary and Confidential 20
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

21. © Blue State Digital | Proprietary and Confidential 21
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

22. © Blue State Digital | Proprietary and Confidential 22
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

23. © Blue State Digital | Proprietary and Confidential 23

24. © Blue State Digital | Proprietary and Confidential 24
User Experience
So what does
this look like?
Learn!
Locate!
Act

25. © Blue State Digital | Proprietary and Confidential
User Experience
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How it
works...!
Learn!
Locate!
Act!

26. © Blue State Digital | Proprietary and Confidential
User Experience
26
How it
works...!
Learn!
Locate!
Act!

27. © Blue State Digital | Proprietary and Confidential
User Experience
27
How it
works...!
Learn!
Locate!
Act!

28. © Blue State Digital | Proprietary and Confidential
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

29. © Blue State Digital | Proprietary and Confidential
Design Strategy
Color and typeface
additions will add
interest to the site
and enhance CTAs.
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30. © Blue State Digital | Proprietary and Confidential
Design Strategy
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How do you make
such a dense
topic digestible?

31. © Blue State Digital | Proprietary and Confidential 31
The Takeaway

32. © Blue State Digital | Proprietary and Confidential
Ask us
anything.
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