Starting a Conversation

Starting a Conversation

Journalist David France had tremendous success with his first documentary, HOW TO SURVIVE A PLAGUE, the story of the origins of the AIDS activist movement in New York and the work of ACT UP and its offshoot, the Treatment Action Group (TAG). That film was made, in part, because of the amazing archival footage France was uncovering while researching a book on the same topic.

When the book David France was writing was eventually published – four years later – he looked to Aggregate for help in generating word of mouth to encourage sales. Aggregate worked in partnership with France’s publisher (Knopf) to produce and socialize a series of iPhone camera videos of people – such as actors Jeffrey Wright and Alan Cumming and activist Peter Staley.

In the weeks and months following the 2016 Presidential election, we actively engaged in the online conversation about the resistance to the new administration, positioning HOW TO SURVIVE A PLAGUE as a blueprint for creating a successful effort to pressure the government to change its policies.

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Visualizing Data

Visualizing Data

When it comes to our bodies, data abounds. Unfortunately, the availability of data and the ability to use it to make effective decisions are not the same thing. More often than not, the information we receive about our health is difficult to understand and, as a result, nearly impossible to act on. Through Visualizing Health, the Robert Wood Johnson Foundation and the University of Michigan partnered to explore and share best practices for visualizing data to communicate health and risk information. Aggregate worked with the foundation to generate online word of mouth about Visualizing Health among those whose work involves communicating health information, as well as among designers, who are and could play a significant role in changing health outcomes. Our efforts to generate word of mouth included producing a video about the project.

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Generating Buzz

Generating Buzz

Thomas Goetz, the former Executive Editor of Wired and the co-founder of Iodine, a start up that helps people use their personal data to make better decisions about their health, chose Aggregate to help him generate word of mouth about his second book, The Remedy. The book is about how scientific discovery becomes social truth—in the guise of the little known story of how Arthur Conan Doyle, the author of the Sherlock Holmes series, and Robert Koch crossed paths in the midst of the quest for a cure for tuberculosis. Our strategy was to identify and engage influencers within the broad range of online communities that could find something they loved within the pages of the book—Sherlock Holmes fans, global health advocates, health innovation thought leaders, and more. And to generate additional buzz, we designed a beautiful series of graphic excerpts from the book, to give readers a peek inside and highlight Thomas’ brilliant way with words.

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Driving Outcome-Based Engagement

Driving Outcome-Based Engagement

The Connecticut Health Foundation hired Aggregate to conduct an audit of the Foundation’s social media engagement efforts. One of the conclusions of the audit was that the foundation had been successful in utilizing social media engagement as a strategy for brand building, but had not begun to use social media engagement strategically to support the achievement of program objectives. Doing so, Aggregate proposed, would—in addition to supporting the achievement of program objectives—increase understanding of the value of social media engagement among foundation staff members and, ultimately, their own engagement. Since then, we have worked with the foundation to develop and execute outcome driven strategies that have made social media engagement a more integral tool in their toolbox.

The photo is by florianric and is licensed under a Creative Commons Attribution 2.0 License.

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