The Nuclear Threat Initiative
Challenge
NTI sought an accessible, easy-to-understand solution to educate viewers on the importance of biosecurity capacity in the United States and around the world, and to better inform leaders around the globe on the importance of taking action to improve preparedness as it relates to accidental or intentional biological events. In exploring the consequences of a deliberate disease outbreak, NTI aimed to demonstrate how interventions and preventative measures can improve real-time analysis and reporting, reduce response times, and — most importantly — save human lives. Sharing such insights with a broad audience in a highly accessible and engaging medium could help policymakers, health officials, and international organizations make more informed decisions and build strategic prevention plans.
Solution
Killer Visual Strategies helped NTI identify 4 key audience segments for this advocacy message: US decision-makers, including members of Congress, congressional staff, administration representatives, and US department and agency leaders Global decision-makers, including partner nations in the Global Health Security Agenda (GHSA) and key international organizations Civil society, including nongovernmental organizations, advocacy groups, and policy influencers Private sector entities, such as the GHSA Private Sector Roundtable Content Strategy Because these audiences may possess only limited familiarity with the topic of biosecurity, we determined the best path forward was to craft a narrative around a dramatized biological attack. Through this lens, we were able to craft a story that would feel both relevant and compelling for a global audience, all the while sharing metrics around preparedness levels, risk, and prevention strategies. Interactive Design The best delivery method was determined to be an interactive infographic housed on a unique landing page. The infographic employs an objective, journalistic tone, while prioritizing visual and interactive design elements in order to increase understanding and engagement. The interactive functionality invites users to engage with the information at a deeper level; as users scroll, for example, they are drawn in to the ongoing, catastrophic results of a dramatized attack. Viewers are empowered to connect the dots between this dramatized attack and the international community’s generally limited preparedness for such an attack. Calls-to-Action Near the bottom of the interactive microsite, as the narrative draws to a close, visitors encounter multiple calls-to-action designed to help spread the word about this landing page. They are encouraged to share the page on social media, click through to additional resources, and fill out a form to become involved with NTI’s efforts.
Results
The interactive landing page has resonated with the 4 key audience segments, with senior ranking government officials from around the globe responding positively and praising NTI’s efforts at providing this critical information in an easy-to-understand and actionable format. 5% Facebook ad click-through rate
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