The Power of Data + Storytelling: Exploring Non-traditional Communication Strategies for Engaging Stakeholders in HIV and TB Messaging

Background: CDC’s Division of Global HIV and Tuberculosis (DGHT) has experienced large impact through small investment with innovative methods of communication by “pushing the envelope” through the use of evidence-based approaches to enhance user experience and incorporate visual science into digital design. In many ways, these efforts are transposing effective and novel approaches from non-governmental communications programs to a governmental framework.

In this vein, DGHT has begun implementation of another innovative communication method – that of Data Storytelling. This novel and fast-growing approach to communicating key messages has been used with positive results external to the national governmental health context (private sector, NGOs, IGOs and other global health realms), but less frequently within National Public Health Institutions (NPHIs). Data Storytelling seeks to combine analytical and quantitative information with compelling narratives and images to emotionally engage one’s audience and inspire them to take action. At DGHT, the stakeholder communications group implemented this approach by combining the most recent CDC global HIV and TB data with documentary photography and personal narratives to convey public health impact and inspire engagement and supportive action among key stakeholders.

Program background: DGHT’s specific method draws from empirical research in visual communication and historical success of early American governmental efforts to combat poverty through the small Farm Security Administration (FSA) program. FSA’s use of documentary photography to activate American people and policymakers led to dramatic support for US government while producing some of the most iconic and impactful images in American history. The works of Doretha Lange, Walker Evans and Gordon Parks required small resources in return for large-scale impact. When compared within the context of the era (1935-1946), such methods even dwarf current social media successes within the United States’ political realm.

Evaluation Methods and Results: Last September, DGHT partnered with world-renowned documentary photographer Thom Pierce in South Africa to conduct 24 interviews and create 400+ images of healthcare workers, experts and patients/service recipients in the very epicenter of the HIV/TB global epidemics.

The resulting work was used to highlight CDC’s data and led to a 72 percent media increase over the DGHT campaign launched immediately prior. Similarly, digital outreach reflecting the new approach elicited a 21 percent increase over the previous e-communication. The combined data, images and narratives have indirectly reached all 535 members of the U.S. Congress, received broad social media reach and are now a moving exhibition.

Conclusions: Initial findings are encouraging. With minimal publicity and promotion, the images and data are effectively reaching and gaining salience with the Division’s priority audiences.

Implications for research and/or practice: Though DGHT’s new Data + Storytelling evaluation is a qualitative exploration based on effective methods demonstrated in quantitative visual communication research that can be used by other communication health programs, the real purpose is to motivate a diverse range of audiences to take action to end HIV and TB. It is a quickly-emerging marketing strategy for NPHIs, is scalable and allows organizations to effectively reach and bridge the divide between diverse audiences, who are segregated by generational, occupational, socioeconomic, and cultural differences to promote public health objectives.