Using Social Media Platforms To Amplify Public Health Messages (White Paper) - Ogilvy Washington, Georgetown University'S Center For Social Impact Communication Page 2
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17for nearly two decades, Ogilvy Washington has been at the forefront of social marketing—advancing
personal and public health and safety as well as social issues via communications and public
education initiatives aimed at sparking positive behavior change. Within the public health
sphere, Ogilvy has developed numerous campaigns to successfully raise awareness, educate
and prompt action regarding some of today’s largest and most complex health issues, ranging
from aIdS to obesity, substance abuse to cancer, pandemic flu to cardiovascular health—the list is
extensive. In the U.S. alone, Ogilvy’s achievements in social marketing included providing landmark
support for the Centers for disease Control and Prevention’s America Responds to AIDS campaign,
including the national aIdS Mailing (lauded by PR Week as one of the top 20 campaigns of
the 20th century); and raising awareness and prompting action on women’s heart disease for
the national Heart, lung, and blood Institute through The Heart Truth
and its iconic red dress
®
(recognized by The Holmes Report as one of the top five campaigns of the past decade).
Ogilvy is also a leader in the application of digital influence and social media engagement to
improve personal and public health. We develop word of mouth and digital marketing strategies
using proprietary technology and methodologies rooted in how people get information in the
digital realm. from identifying and engaging influencers, to activating networks to engage in
issues of national, community, and personal significance, to creating online communities for
knowledge exchange—we create online experiences that increase personal knowledge and
drive advocacy and action.
for more information on Ogilvy, visit www.ogilvypr.com and our group blog, Social Marketing
exCHanGe, at
http://smexchange.ogilvypr.com/.
The Center for Social Impact Communication at Georgetown University understands the importance
of communications as an agent for positive change, and aims to educate and train students who
will lead communication and social responsibility initiatives for nonprofits, corporations and
governments. The Center is an initiative within the School of Continuing Studies’ Masters for
Professional Studies in Public relations and Corporate Communications program. The Center’s
vision is to create leadership opportunities for communicators who want to use their skills for
positive social impact. Its goal is to educate graduate level students through a curriculum designed
to strengthen the social sector, promote corporate social responsibility, and build innovative cross
sector partnerships. The Center also shares knowledge with the field as part of their commitment
to advance the practice of social impact communications.
for more information on the Center for Social Impact Communication, visit
scs.georgetown.edu/csic/.
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