Background
After the September 11th attacks in New York City, Washington, D.C. and Shanksville, PA, first responders and civilians who were in the area started showing signs of cancer and other rare diseases. 9/11 Health Watch was set up to advocate for those who have been suffering, connecting them with government resources and support groups.
Problem
The goal of 9/11 Health Watch was to reach the 30,000 people who may qualify for compensation under the James Zadroga Act. Many of these people live all over the country and might not know they qualify for assistance for conditions like cancer, PTSD and financial losses. Our job was to reach as many of them as possible before the act expires and the money is lost forever.
Solution
We planned, executed and hosted a Facebook Live event at the 9/11 Memorial & Museum with Jon Stewart and those impacted by the September 11 attacks. The purpose of the event was to create a news peg that would shine light on the issue. Stewart, a notable advocate of health care for 9/11 responders and civilians, was essential to help shed light on the issue and reach a wider audience.
In addition to the Facebook Live Event we created:
Q&A Videos that answered key questions people might have about the program
A social video for those who might qualify for compensation
A digital toolkit for all seven partner organizations sponsoring the event that included: social content, social graphics and videos
Results
After we executed our strategy and plan we saw the following:
A 77% spike in applicants for the Zadroga Act's resources
Over 1,000 views on the Facebook Live event
A 300% spike in site traffic to the microsite that made it easy for people to sign up
