Marketing Strategy
CASE STUDY
National Academies of Sciences, Engineering, and Medicine
For over 150 years, the National Academies of Sciences, Engineering, and Medicine (NASEM) have advised U.S. policy in these fields, employing over 300 Nobel Laureates and leading the world through open access to their research.
At a time when many Americans seem to be turning inward, NASEM released their report, Global Health and the Future Role of the United States, which highlights the importance of U.S. investments in global health and demonstrates the positive impacts these investments have at home.
Design & Dev
DiGITAL STORYTELLING
ANIMATED VIDEO
INFOGRAPHICS
MISSION
The U.S. has long been a leader in global health—both independently establishing institutions and working collaboratively with other countries. However, responding to major outbreaks like Ebola and the Zika, while continuing the global fight against HIV/AIDS or Malaria, does not happen by accident. Indeed, the health and economy of the United States is deeply affected by the health of other countries. In order to remain a leader within the global health community, the link between global issues and the lives of American citizens must be made clear to justify continued U.S. investments and international coordinations. The Academies’ report outlines how the United States can maintain its position as a global health leader and details why it is in the interest of every American to continue investing tax dollars to strengthen global health infrastructure.
The challenge for LGND was straight-forward: turn nearly 300 pages of research and reports into an accessible and easily shareable summary of the Academies’ recommendations and conclusions.
OUR PROCESS
Absorbing The Data
Our work started by absorbing NASEM’s report to identify the key recommendations. These pages held a year’s worth of compelling data that Academies believed could reinforce the important role the U.S. plays to the greater public. After reviewing the entirety of the report, we honed the narrative: Global health aid is a national security priority and demands support from U.S. Congressional leaders, as well as the taxpayers who fund these projects.
LGND provided the illustrations, web design, and development for the digital story. Our design emphasized the interconnectedness of the work between the United States and their global partners through an animated summary video showing the future impact (and subsequent cost) of global health challenges in the U.S. The video also featured a historic map of trade routes between U.S. and former aid recipients, highlighting the correlation between investments in global health and the vibrancy of the U.S. economy. The interactive digital story also enabled easy sharing of the website’s slides on social media–NASEM’s powerful facts were now just a click away.
Animated graphics and custom illustrations demonstrate organization statistics
VIDEO
LAUNCH
LGND also provided the media strategy for the launch of the digital story. In our launch playbook, we outlined strategies to encourage social media sharing by the Academies’ partners and stakeholders, as well as outlined recommendations to boost coverage by national media targets.
See it in action“LGND took the time to understand our priorities and learn our organization’s voice and mission, but then dove head-first into the creative process to help us translate hundreds of pages of a complex report into digestible, visual products that tell a compelling story to a broader audience. They continually responded to feedback, and most importantly understood the need to convey messages that committee experts spent months crafting, but without sacrificing their rigor and integrity.”
— Megan Snair, The National Academies of Science, Engineering, and Medicine
Main landing page design