Case Studies

Project

Medicaid Matters for Michigan

Background

This campaign was launched as a part of MICHUHCAN focused on pressuring the Governor of Michigan and the Legislature to adopt Medicaid Expansion, which was being offered as part of the Affordable Care Act (ACA) to insure more low-income citizens.

Focus

Content Creation

Goal

The campaign was focused on creating a very visible media presence that would help build public opinion as well as direct Michiganders to reach out to their representatives in support of Medicaid Expansion.

Outcome

MICHUHCAN was a key player among many Medicaid expansion advocates in Michigan that pushed a successful adoption of Medicaid Expansion, called the Healthy Michigan Plan. In particular the Ryan Gosling meme went viral and was shared by over 7 state advocacy efforts to expand Medicaid, including two national health care advocacy organizations FamiliesUSA and Health Policy Hub. The hashtag #MedicaidMatters was also adopted nationally as more states debated the issue.

      • Online petition generated over 4,500 signatures and 650 comments

Bonus

View the 2014 Communications Report comparing media reach from 2013 to 2014 HERE.

detroitography3

Project

DETROITography.com

Background

In 2013, I realized that I had been making a lot of maps of Detroit and had been talking with a lot of Detroit cartographers. I launched the site in collaboration with two other Detroit-based mapmakers (however they are now in NY and CO). I try to post three times a week with at least one new map created each week.

Focus

Content Curation

Goal

I wanted a place to share my maps, the maps of other great cartographers, as well as historical maps. I also saw a void not being filled in connecting maps and data to the stories and situations of people.

    • Website: DETROITography.com
    • Social media sharing began only on Twitter, but later evolved to Facebook. Automatic updating was established to make it easy to share new posts about maps across platforms.

Outcome

The site has grown exponentially since its launch in September 2013.

      • Featured as a “must read” blog by Model D Media
      • Featured series of maps in Metro Times
      • Featured map on WDET segment about Detroit expansion
      • The end of 2013 averaged 4,000 hits per month, until a map was shared of a fantasy regional transit system in December 2013 that reached over 20,000 viewers in 45 different countries. The map was later featured by Wired Magazine.
      • Since September 2014, the site has averaged 10,000 monthly views
      • People in over 141 countries have visited the site

Highlights

I attempt to create a new map each week that is relevant to current debates and news in Detroit. Here are a few that reached viral status:

det-race-equity6

Project

Race & Revitalization in Detroit

Background

My previous work in racial justice as well as my daily work with community organizations across Detroit led me to dive deep into some research about Detroit’s “revitalization” and the racial disparities in resources and funding.

Focus

Writing & Research

Goal

With a background in university research and data collection I wanted to look at the problem in a way that complimented the anecdotes I was hearing all over the city. Stories are important, but often times data is what moves the conversation further. I knew that a simple display of the unequal data would spark more conversations.

Outcome

The piece quickly became viral after I posted it in October 2014. I didn’t do any media outreach of my own and kept close track of the organic growth of the post’s reach (Twitter: 500+, Facebook: 3,000+, Website hits: 12,000+). Media coverage of the piece was both local and national in scope:

Bonus

Follow-up piece was written based on tracking the comments and feedback from the piece, titled:
Insider, Outsider, Detroiter