CDC implements innovative data stories
CDC’s Division of Global HIV and Tuberculosis (DGHT) has begun the implementation of Data + Storytelling communication method.
The CDC and Hartsfield-Jackson International Airport partnered to share images and stories from the Faces of the Frontline campaign. The exhibit included screens throughout the airport that featured individuals whose efforts and innovations are transforming the HIV and TB epidemics.
Challenge
HIV and TB are the world’s two deadliest infectious diseases – accounting for more than 3 million deaths each year.
As a key implementing agency of the U.S. President’s Emergency Plan for AIDS Relief (PEPFAR), the CDC plays a critical role in the global response to fighting these diseases. In 2018, the CDC contributed more than 50 percent of all PEPFAR outcomes aimed at controlling HIV and TB worldwide.
Budget restraints, especially in global health initiatives, have made it more difficult than ever to reach and engage stakeholders in the fight against global health threats such as HIV and TB.
Despite numerous successes, awareness around the CDC’s many contributions to these global efforts has remained lower than desired, particularly among those responsible for approving or advocating ongoing investments in these vital programs.
The challenge, then, is to increase awareness and visibility and engage stakeholders and policymakers in the CDC’s messaging and work through innovative communication methods. The goal: to achieve a large impact with a small investment in order to reach key CDC audiences.
CDC and photo documentarian Thom Pierce traveled to the epicenter of the global HIV epidemic in South Africa to capture the faces and stories of individuals at the forefront of CDC’s global response against this epidemic. These are their voices.
Strategy & Solution
A fresh approach to communications
Karna, LLC, staff joined CDC team members to celebrate the Faces from the Frontlines exhibit launch at Atlanta Hartsfield-Jackson International Airport.
Drawing from the success of other visual storytelling programs, the CDC and DGHT partnered with international photographer, Thom Pierce, to shoot over 40 Faces from the Frontlines of CDC’s global HIV response team to create a Data + Storytelling campaign.
With Karna’s assistance, these personal narratives convey the positive impact of the CDC’s work. By juxtaposing powerful images and stories with data, DGHT is able to put a face on these global health crises and reach key audiences through multiple photo exhibits, stories, and media exposure.
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Strategy & Solution
A fresh approach to communications
Drawing from the success of other visual storytelling programs, the CDC and DGHT partnered with international photographer, Thom Pierce, to shoot over 40 Faces from the Frontlines of the CDC’s global HIV response team to create a Data + Storytelling campaign.
With Karna’s assistance, these personal narratives convey the positive impact of the CDC’s work. By juxtaposing powerful images and stories with data, DGHT is able to put a face on these global health crises and reach key audiences through multiple photo exhibits, stories, and media exposure.
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Transformation
Visual storytelling + compelling data + powerful narratives = Strong outcomes
This innovative and fast-growing approach to communicating key messages and data has been frequently utilized with positive outcomes within the private sector, but has been less frequently utilized within national public health institutions.
By combining analytical and quantitative information with compelling narratives and images, the CDC and DGHT are able to share their message, increase awareness, engage their key audiences on an emotional level, and inspire action and commitment from key stakeholders.
Transformation
Visual storytelling + compelling data + powerful narratives = Strong outcomes
This innovative and fast-growing approach to communicating key messages and data has been frequently utilized with positive outcomes within the private sector, but has been less frequently utilized within national public health institutions.
By combining analytical and quantitative information with compelling narratives and images, the CDC and DGHT are able to share their message, increase awareness, engage their key audiences on an emotional level, and inspire action and commitment from key stakeholders.
[1] Through our contract vehicles, Karna provided overall communications support for DGHT. We worked closely with the DGHT federal full-time staff to develop a strategy that addresses the communications obstacles in the fight infectious global health threats. [2] Dykes, B. Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals Wiley 2019 [3] Knaflic, C. N. Storytelling with Data., pp. 228, Wiley 2015