by Jacqueline Koch | Jan 4, 2019 |
By Jacqueline Koch, Founder, Boost! Collective
Remember the adage: it’s a marathon, not a sprint
2018 was a year of many firsts. Kenyan marathon runner Eliud Kipchoge claimed the most startling first in the world of sports. He shattered the world marathon record in Berlin: 26.2 miles in two hours, one minute and 39 seconds. Yet tragically, in the same time that Kipchoge raced to the finish, malaria claimed the lives of 61 children worldwide.
As we spring into 2019, will this be the year we collectively break the tragic record that marks an ongoing—yet preventable—global health tragedy?
Given recent funding trends, it’s hard to say.
And here’s why: Imagine if Kipchoge was within a few feet from the finish line,
and abruptly stopped, turned around and started walking in the other direction.
Perhaps he gave into fatigue or simply lost interest. What if he figured that
having run most of the race was good enough, just as he was poised to claim his
extraordinary victory?
It’s unthinkable. But this is what is
happening with malaria today. We are at a critical tipping point and within
reach of eliminating an ancient scourge that claims the lives of approximately 445,000
people a year, 70 percent of whom are children under 5.
Now let’s get back again to Kipchoge, his race, and claiming a new world record. We can compare it to our significant advances in combatting malaria, through control and prevention and access to diagnosis and treatment, and through innovative drugs, vaccines, mosquito control products, and diagnostic tools. For every dollar we invest in malaria, there is a $36 return in increased productivity. In 2016 there were 21 million fewer malaria cases than in 2010. From 2007 to 2017, malaria deaths were cut by more than half. But global funding has stalled, and as a result, our advances have also stalled. Quite simply, we are putting the valuable and hard-won gains we’ve achieved at risk. This akin to Kipchoge racing toward the finish line, then turning around and walking away.
When I launched Boost! Collective, my goal was to continue to advance positive impact in global health. Working with the J. C. Flowers Foundation, we had the opportunity to tell the compelling story of “going the last mile” — the most difficult and important mile of them all.to eliminate malaria in southern Africa. By partnering with community faith leaders, the Foundation is pushing deep into the most remote and low-resource settings in the world and ensuring effective interventions acceptable and accessible to all.
As with the J.C. Flowers Foundation, we are convinced that we can eliminate malaria for good. It requires robust funding. It demands creative partnerships and collaboration. And we know that the most important stories—and the most valuable insights for viable solutions—come from the communities and their leaders who are on the front line of the fight. And the fight against malaria is ours to win as long as we intend to reach the finish line. Together, we can reach the last mile, for saving lives is a precious victory.
Boost! Collective Works:
When the Foundation brought a delegation of Anglican bishops from Southern Africa to the US and the UK to meet with policy leaders, Boost! Collective worked both sides of the Atlantic to connect with media — from the FT, AllAfrica.com and more—as well as thought leaders from Harvard Divinity School, Harvard’s Chan School of Public Health and Chatham House to tell the story.
by Jacqueline Koch | Sep 12, 2017 |
By Janinne Brunyee
At Boost! Collective, we are committed to the art of storytelling. Why? Because we believe that an engaging story energizes your audience to act. It drives results by providing meaning and purpose to the work of your organization. Our goal, and a mission we take with great commitment, is to combine the key ideas that communicate value with a compelling story to create a truly unique message that will rise above the noise and endure.
Is storytelling simply the latest marketing cliche?
For many marketing teams, storytelling is simply a buzzword. While the idea of storytelling is almost universally appealing and easy to understand, it is not always clear how to implement it within an organizational setting. That is because it doesn’t matter how complex or convoluted an organization and its products/services may be, there is always a human story to be told. In organizational settings, storytelling is always human-centered.
Stories help move your organization forward because they are personal, authentic and compelling. The key to persuading people is by uniting an idea with an emotion. The best way to do that is to tell a compelling story.
What is the return on storytelling?
The return on storytelling is: Did you make a connection? Did people find it valuable enough to share? Did they remember your message? The potential return becomes particular interesting when you consider that stories are remembered up to 22 times more than facts alone. When data and story are used together, audiences are moved both emotionally and intellectually.
To get the creative juices flowing, we put together a tiny book that explains why and how your team take take advantage of this invaluable tool to drive deep and authentic engagement with your audiences.
by Jacqueline Koch | Jan 25, 2017 |
Putting a face on one of the region’s greatest challenges
By Jacqueline Koch
“Without question we are facing one of the greatest epidemics of modern time,” stated Robert M. Bowery, Director of Clinical Services of Seattle’s Compass Housing Alliance (CHA), a non-profit providing shelter, housing and support services to the homeless population in 23 locations in the Puget Sound region.
As our federal, state, county and city governments scramble to find solutions, we are surrounded by the stark realities of homelessness every day: walking through downtown, driving along highway underpasses, jogging through city parks. More than 10,000 people are living on the streets. For each of them, every day is a struggle to find a safe place to spend the night. While right in front of us, homelessness is so pervasive that we barely see it anymore. We are losing sight of the fact homelessness is about real people—men, women, children—and their struggle serves as a daily reminder that there is no easy solution.”
How do we shine a light on the complexities of an issue many choose to turn a blind eye to? How do we ignite the genuine goodwill in a community and mobilize them to identify with and help their new neighbors who are hoping to transition from homelessness to home?
These challenges became paramount when our team began working with CHA on their upcoming project, Compass Crossing. This is an innovative, steel-frame modular housing community that brings together dignified housing and people-centered services to add 13 new housing units in Columbia City in response to Seattle’s homeless crisis. It is an important stride forward to respond rapidly to an escalating need that shows no sign of easing.
Using storytelling to engage the community
For the Compass Crossing project to succeed, it required community support and buy in. The task for Boost! was to humanize a promising project based on an innovative approach and to shifting the spotlight onto the people who will soon call it home. Our task was to effectively bring a voice to the new residents and connect them with local community.
We know emotional, authentic and original stories are a powerful catalyst to building bridges. And we know that genuine, eye-opening perspective comes from unexpected storytellers. And we found one: Justin Phillippi, program manager at CHA’s Nyer Urness House. His hard-won insight from first-hard experience shaped the first of a series—Dispatch from the Frontlines. We are pleased to share this here.
Boost! Collective is a story-driven marketing and communications firm. We discover, create and tell the powerful stories that drive deep engagement with your audiences.
by Jacqueline Koch | Dec 21, 2016 |
Seizing all opportunities on the pathway to college
By Jacqueline Koch
Boost! Collective is proud to showcase one of our clients, Rainier Scholars, which has been making a meaningful difference in the lives of young students and in our community. Our team has joined their team to shine a brighter light on Rainier Scholars, its successes and to share them with a broader audience. For a new website design which is currently in progress, we are taking a story-driven approach—with a focus on “show, don’t tell”—speaking directly to the student and putting rich imagery to work to inspire and engage. As we take this project forward, we’ve had eye-opening experiences meeting a few of the scholars. We are excited to share a little of what we’ve witnessed.
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Hands held high, excitement brimming, the students announce their questions.
“What is the student-to-teacher ratio?”
“How does your school define diversity?”
“Do you have a challenging curriculum?”
Yes, these are considerations I might have entertained as a high school senior heading to college in the fall. But these animated students aren’t in high school. They’re 6th graders.
Wait a minute. These kids are not only young, they are astoundingly articulate and very well informed about the factors that will shape the quality of their education. How did they become subject matter experts on academia at such a young age?
The distinction they all share is that they are in the Rainier Scholars program. They are participating in a 12-year program that provides access to life-changing educational opportunities. Rainier Scholars prepares students to graduate from a four-year college or university and become career professionals and leaders in our community. The group of students I’m watching today is in the first phase of a rigorous 14-month-long academic program. It is a complement to their regular schooling, hosted at South Shore K-8 in Seattle’s Rainier Beach neighborhood.
Hovering above the group of 65 students and standing on a chair, Liz Sadler is packing a lot of energy. Interim Academic Director for Rainier Scholars, she leads this weekly assembly and today’s focus is an upcoming school fair. The kids are practicing the art of introducing themselves to and interviewing with private school admissions reps. She added a few key points she wants the students to remember.
Living up to higher standards
“You’re stepping up to higher standards, you’re stepping out of your comfort zone, be sure to let everyone you meet with know that.”
So what else do all these kids have in common? They are all from low-income families. And, more than likely, they will all be the first in their family to graduate from college. They are all students of color. And as Rainier Scholars, they have all embarked on their personal 12-year, life-changing journey to go to college.
Kids entering the Rainier Scholar program hail from 35-40 different schools across three school districts: Seattle, Highline and Renton. The program begins in the fifth grade and starts with six weeks in summer school. Scholars then go on to attend after-school and weekend programs for the entire academic year. All told, they participate in an additional 1000 school hours to step into advanced-level, college preparatory-focused public and private schools.
I met Brandon, a boy with bright eyes, full of anticipation and a professed love for sports. “I’m looking for teachers that want to be teachers,” he informs me about a key factor in his school choice for next year. This resonated with a few things Sarah Smith, executive director of Rainier Scholars, had explained earlier.
Learning to advocate for yourself
“We teach them to be self-advocates,” she said, “and to become consumers of education, so that they know what choices they have when it comes to educational opportunities.”
Rainier Scholars offers four pillars of support to students through this academic journey: Academic Enrichment, Academic Counseling and Support, Leadership Development, and College Support. Understanding that participating in a rigorous, long-term educational program can be extremely challenging for students and their families, the program connects students with a community that will provide encouragement, guidance, and direction as they make decisions about their futures.
It is a long journey and scholars face many critical transition moments along the pathway to college, Smith said, adding: “It can be hard to walk between multiple worlds and positive identity development is a critical piece of success in these environments which were not necessarily built for you.”
My attention returns to Brandon, who has moved on to practice introducing himself to another student and other interviewing skills. I watch him. He’s challenged by the task. He is clearly trying to push through the social awkwardness and expand his comfort zone. But the excitement in his face is also unmistakable, and he is poised and ready for his next big chapter on this journey.
This is where being a Rainier Scholar comes into play. Brandon’s not going to be watching from the sidelines. He’s going to be a part of the action, and able to access a full range of opportunities when determining his next academic opportunity and his future.
Boost! Collective is a story-driven marketing and communications firm. We discover, create and tell the powerful stories that drive deep engagement with your audiences.
by Jacqueline Koch | Nov 18, 2016 |
Merrell creates a hair-raising VR experience to promote its outdoor gear.
It’s a new world of marketing opportunity and Indigo Slate chairman Sandy Sharma provides a tour of new possibility
By Jacqueline Koch, Boost! Partner
When you think of virtual reality (VR), a video game such as Chronos likely comes to mind. Think augmented reality (AR), and Pokémon GO might pop into your head. Right? So where are these technologies going in terms of other applications?
Earlier this year, we explored how newsrooms are testing the waters of VR. An interesting genre to bubble up to the surface was “immersive journalism,” led by Nonny de la Peña. Lined up against the more traditional long-narrative documentary format, de la Peña’s perspective on VR has generated considerable discussion as to the direction VR could take on.
At the recent Seattle Interactive Conference 2016, and with the guidance of Indigo Slate executive chairman Sandy Sharma, we had the opportunity to revisit immersive digital experiences, examining VR and AR through the lens (no pun intended) of marketing.
Back to the box
Many of us have experienced VR at some point and, more likely than not, through a cardboard box like Google Cardboard. Compared to costly electronic headgear like Oculus Rift, it’s an easy gateway. One million free VR samples were delivered to The New York Times subscribers inviting recipients to jump into VR. Just fold along the lines, drop in your smart phone and press play. Voila! With a nod to technologies that have gone by the wayside, Sharma likened the experience to dropping a cassette tape into the player. Suddenly, VR isn’t about expensive high tech tools anymore. It is infinitely accessible. Given that there are over 4 billion smartphones all over the world, this is an area bound to gain traction.
So in turn, what can brands gain from immersive digital technologies?
“It’s about building experiences,” Sharma said, “and creating intimacy is the end goal.” Sharma identified a few examples of how this translates in the VR space: NYT VR, Discovery VR, and Google Street View, to name a few firms that are doing this well. In the realm of AR, Sharma pointed to brands that are creating apps to drive audience engagement. Best Western offers a selfie with Zendaya, star of Disney Channel’s “Zapped!” With Budweiser, users can “Lift The (Virtual) FA Cup” thanks to an AR platform powered by Aurasma.
Now think different and say hello to marketing
Increasingly, there are interesting and engaging avenues for brands to take if considering a move into the VR space. But it’s about thinking differently and giving customers a taste of the unexpected. This can be at a mall kiosk, a conference display or an in-store installation. Sharma offered a few examples to consider that represent a “rejuvenation of the physical world” and are bringing foot-traffic back into the brick and mortar spaces. Lowes has a VR station for remodeling your kitchen. Thrill-seekers can try Merrell’s TrailScape, which challenges shoppers to take a daredevil walk across a virtual rope bridge perched high above perilous cliffs.
“You need to create an experience that is memorable and differentiated,” said Sharma outlining other approaches that show promise. Patrón introduces viewers (who are of drinking age, remember) to the history and legacy of tequila production as seen by a drone. It’s where “tradition and technology” meet. A mixed reality experience of Machu Picchu shines a light on how the travel industry and cruise lines can better engage with their target audiences. Building on the travel theme: Imagine there was a Marriott anywhere you wanted to travel in the world? Get teleported and find out.
But change is hard
Indigo Slate, a digital marketing agency, cites a passion for technology and has ventured into both VR and AR to create the memorable customer experience. Sharma acknowledges there are barriers, despite growing efforts to lower them, that prevent these platforms from accelerating toward greater potential. He lists inadequate content offerings, the reluctance to embrace innovation, the awkwardness of the equipment and, finally, the price of admission. VR, in particular, is expensive in terms of production as well as the hardware. But the experience and the rewards can be amazing. Like any new technology and new frontier, it takes time to gain traction. The question is where are you in the adoption arch?
Sharma shared some final thoughts to offer a clear path forward. “Focus on the audiences that are ripe to embrace the technology” He stressed it is okay to take the crawl-walk-run approach. But truly moving forward and to make AR and VR stick, Sharma concludes, “brands must be at the intersection of viability, desirability and feasibility.”
Side bar:
What is Augmented Reality
Augmented reality is the blending of virtual reality and real life, as developers can create images within applications that blend in with contents in the real world. With AR, users are able to interact with virtual contents in the real world, and are able to distinguish between the two.
What is Virtual Reality
Virtual reality creates a virtual world that users can interact with. This virtual world should be designed in such a way that users would find it difficult to tell the difference from what is real and what is not. VR is usually achieved by the wearing of a VR helmet or goggles similar to the Oculus Rift.
6 April 2014, 10:25 pm EDT By Vamien McKalin Tech Times
by Jacqueline Koch | Aug 8, 2016 |
By Janinne Brunyee
The statistics for mobile phone adoption are by now widely known and understood: 2.6 billion smartphone subscriptions globally and growing to 6.1 billion in 2020. It is also common knowledge that more and more people are accessing magazines and news sites on their mobile devices rather than their laptop or desktop computer.
As publishers try to understand how to create content for this new multi-platform world, many have adopted a “mobile first’ approach to accommodate their growing mobile audience. Unfortunately, for many, “mobile first” really means “mobile only” — optimising for mobile devices like smartphones at the expense of delivering rich, interactive storytelling that is best suited for larger devices.
What is interactive storytelling?
Non-linear, interactive, transmedia, deep-media are all synonyms for interactive storytelling. What these terms all have in common according to Benjamin Hoguet writing on Medium is “our search for interaction whether we ask our audience to click / touch / scroll, to contribute to a participative project or to follow a story spread across several platforms.” Interactive stories have the potential to engage audiences in new and exciting ways. They use a combination of text, code, graphics, audio, photos, videos or animation to create a rich and immersive experience for the reader.
Creating interactive content, requires what Chris Crawford calls “second-person thinking”, the ability of an author to anticipate the audience’s motivations and reactions when put in front of a choice. It requires that the author enters a multidimensional writing space.
Is interactive storytelling ready for the mobile age?
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A case in point is The New York Times’ Interactive page, that features content that can best be described as illustrated blog posts. Interactivity at the NYT in 2016 largely means illustrated timelines, annotated maps and colour photographs that are inserted in the vertical flow of the mobile optimised article. A recent NYT Interactive piece, for example, explores the connection between the Paris bombers using a hierarchical graphic followed by text, images and maps. There is no interactive content where the user gets to access deeper layers of content.
This is a far cry from the rich interactivity of the now famous 2012 Snow Fall series which documented the events that led a group of highly experienced skiers to be in the path of a deadly avalanche in Washington state’s Cascade Mountains. The piece included a variety of opportunities for the reader to explore more content in the form of embedded video, photo galleries of the skiers, animations that illustrated how the snow built up over time, an annotated topographic video that showed the route that the group had taken and more.
While the impetus to simpler, less interactive content for all devices is powerful, it is important not to overlook the fact that desktop/laptop audience for magazine media grew by 6 per cent to 560 million users in the first quarter of 2016 – the first growth in seven months. At the same time, the challenge is for publishers to find ways to create richer, more immersive content for smaller mobile devices.
Great interactive storytelling
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The Cronulla Riots that rocked a suburb of Sydney, Australia a few years ago are explored in depth in a special interactive documentary created by Special Broadcasting Service (SBS), a hybrid-funded Australian public broadcasting radio, online, and television network. The project includes a 60-minute video that is the springboard to explore a wall of content that adds further depth and perspective to the themes that fueled the infamous riots.
The audience is able to learn more about riot themes and explore riot events on an interactive map. When the user clicks on one of the themes, a new translucent layer is presented that offers opportunities to watch videos, see first person testimonials and media headlines and much more. The viewer is able to return to the documentary as the primary focus at any time.
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