{"@context":"http://iiif.io/api/presentation/3/context.json","id":"https://globalhealthchronicles.aviaryplatform.com/iiif/6d5p845d01/manifest","type":"Manifest","label":{"en":["Burke-Garcia, Amelia"]},"logo":"https://d9jk7wjtjpu5g.cloudfront.net/organizations/logo_images/000/000/289/original/CDCM_Mark_2.1.png?1728486742","metadata":[{"label":{"en":["Source Metadata URI"]},"value":{"en":["31374"]}},{"label":{"en":["Publisher"]},"value":{"en":["David J. Sencer CDC Museum"]}},{"label":{"en":["Rights Statement"]},"value":{"en":["All rights to the interviews, including but not restricted to legal title, copyrights, and literary property rights, have been transferred to the David J. Sencer CDC Museum.","Interviews may only be reproduced with permission from the David J. Sencer CDC Museum."]}},{"label":{"en":["Agent"]},"value":{"en":["Amelia Burke-Garcia (Interviewee)","Heather Rodriguez (Interviewer)"]}},{"label":{"en":["Date"]},"value":{"en":["2023-03-15 (Created)","Unknown Date (Created)"]}},{"label":{"en":["Language"]},"value":{"en":["English"]}},{"label":{"en":["Description"]},"value":{"en":["COVID-19 Oral History and Memory Archive recordings (Summary)"]}},{"label":{"en":["Format"]},"value":{"en":["audio"]}},{"label":{"en":["Identifier"]},"value":{"en":["2022.800.030 (accession number)","OHCDCM800 (collection call number)"]}},{"label":{"en":["Relation"]},"value":{"en":["COVID-19 Oral History and Memory Archive (is part of)"]}},{"label":{"en":["Type"]},"value":{"en":["oral history"]}}],"summary":{"en":["COVID-19 Oral History and Memory Archive recordings"]},"requiredStatement":{"label":{"en":["Attribution"]},"value":{"en":["All rights to the interviews, including but not restricted to legal title, copyrights, and literary property rights, have been transferred to the David J. Sencer CDC Museum.","Interviews may only be reproduced with permission from the David J. Sencer CDC Museum."]}},"provider":[{"id":"https://globalhealthchronicles.aviaryplatform.com/aboutus","type":"Agent","label":{"en":["David J. Sencer CDC Museum"]},"homepage":[{"id":"https://globalhealthchronicles.aviaryplatform.com/","type":"Text","label":{"en":["David J. Sencer CDC Museum"]},"format":"text/html"}],"logo":[{"id":"https://d9jk7wjtjpu5g.cloudfront.net/organizations/logo_images/000/000/289/original/CDCM_Mark_2.1.png?1728486742","type":"Image"}]}],"thumbnail":[{"id":"https://d9jk7wjtjpu5g.cloudfront.net/collection_resource_files/thumbnails/000/249/552/small/31d9e761e30d7f4fc3055870355e041c.jpg?1725632244","type":"Image","format":"image/jpeg"}],"items":[{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552","type":"Canvas","label":{"en":["Media File 1 of 1 - 31374_amelia_burkegarcia.mpga"]},"duration":7261.896,"width":640,"height":40,"thumbnail":[{"id":"https://d9jk7wjtjpu5g.cloudfront.net/collection_resource_files/thumbnails/000/249/552/small/31d9e761e30d7f4fc3055870355e041c.jpg?1725632244","type":"Image","format":"image/jpeg"}],"items":[{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/content/1","type":"AnnotationPage","items":[{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/content/1/annotation/1","type":"Annotation","motivation":"painting","body":{"id":"https://aviary-p-globalhealthchronicles.s3.wasabisys.com/collection_resource_files/resource_files/000/249/552/original/31374_amelia_burkegarcia.mpga?1724662153","type":"Audio","format":"audio/mpeg","duration":7261.896,"width":640,"height":40},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552","metadata":[]}]}],"annotations":[{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864","type":"AnnotationPage","label":{"en":["content172466214220240826-2043719-bn8tlf.xml [Transcript]"]},"items":[{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/1","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: All right, so the recording is going. Today is March 14, 2023. This is\nHeather [E.] Rodriguez for the COVID-19 Oral History and Memory Archive Project\nfor the CDC [Centers for Disease Control and Prevention] Museum. I’m in Atlanta,\nGeorgia, and I’m talking to Dr. Amelia Burke-Garcia. We’re recording through\nZoom. Dr. Burke-Garcia, welcome to the project.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=0.0,0.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/2","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Thanks, Heather, thank you so much for having me. This is\nwonderful to be here, and I’m really thrilled to have this conversation with you\nthis morning.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=0.0,0.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/3","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Great, we’re excited to have you as well. Do I have permission to interview\nyou and record this—and to record session?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=0.0,0.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/4","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=0.0,0.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/5","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Oh, okay, so let’s talk a little bit about your schooling and education, so\nwhere did you go to college at?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=0.0,0.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/6","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: So I did my undergrad degree at McGill University in Montréal, in\nQuébec, in Canada. I studied international development studies and humanistic\nstudies. I did a joint honors double degree.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=0.0,0.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/7","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Tell me a little bit more about more your background because you do have a\ndoctorate and everything, so did you get your master’s degree or did you\nimmediately go to doctorate or—?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=0.0,0.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/8","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Oh, yes, so following my undergrad, I actually moved from Montreal\nto the DC [District of Columbia] area, and I actually started working in an\ninternational development organization focused on global public health. And\nwhile I was working, I actually decided to go back and get my master’s degree.\nAt the time, I was really passionate about public health and health prevention,\nand as I was working, I got more exposed to the role of communication in the\nworld of health and public health and was really passionate about this idea of\nthe communication side of health, so essentially health communication.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=0.0,0.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/9","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But in particular, I was young in my career, and social and digital media were\njust starting to emerge. We didn’t have Facebook [Meta] or YouTube or TikTok of\ncourse yet, but website, content, e-newsletter content, some media audio or\nvideo content was, you know, becoming more popular in terms of means\ncommunicating with people. Certainly mobile devices were emerging, not iPhones\nyet specifically, but I remember moving to DC and getting my first cellphone. So\nit was at this time where technology was starting to emerge, different types of\ntechnologies and different types of uses of technologies for communication\npurposes were stating to be seen. There were really interesting start-ups that\nyou saw at least as I was meeting people in my young—in my early career.\nDifferent people were doing different types of things and so I really was\nfascinated about this intersection of health and communication but with a\nparticular focus on technology and the role of technology in health communication.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=0.0,1.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/10","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So I found a program at Georgetown. It's a graduate program where I went and did\nmy master’s, and it was called—it was focused on communication, culture, and\ntechnology, and I really loved that intersection of those three items as it\nrelates to what I was doing early in my career. And while I was there, I was\neven more heavily exposed to people who were just doing really interesting work.\nI met people who were doing the first phases of social advertising for various\nmagazines or journals in DC or that were originally based in DC. I was exposed\nto people who were using social and digital media to advance different types of\nadvocacy programs. I met people who were working for the—washingtonpost.com and\nsome of the early news websites. And that really opened my mind to a wide\nvariety of possibilities as it relates to digital communication, and so I really\ndecided at that time where I want to focus and what I want to learn to do really\nwell was social and digital media but for health and for public health and for\nprevention. And so I found, at the time, what—the only position that I could\nfind focused on what was called at the time e-marketing, and it was with a\nnonprofit organization in DC called the Academy for Educational Development.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=1.0,2.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/11","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"While I was there, I was still going to school, I was finishing my master’s\ndegree, but I really got to move from global to domestic health and work on a\nwide variety at NIH, National Institutes of Health, and CDC or Centers for\nDisease Control and Prevention projects and really bring some of that knowledge\nand early thinking around social and digital communication to public health\nprevention programs. And so some of the programs I worked on in the—those early\ndays included NIH’s We Can! [Ways to Enhance Children's Activity \u0026 Nutrition]\nprogram, which was focused on youth physical activity and nutrition. I got to\nwork on a workplace wellness initiative out of CDC. I worked a little bit on the\nCDC’s National Influenza Vaccination campaign as well as several other different\ntypes of initiatives. But the idea was really coming up with creative strategies\nto reach and engage people using these new channels of communication.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=2.0,3.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/12","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And one example, and again just to show how early we were at that time in our\nevolution in terms of social and digital media compared to as you think about\nthings and how they are today, we built probably the first Myspace page in\nsupport of a national federal public health initiative. So we had a Myspace page\nin support of the We Can! program on, and really, that was a place where we\ncould share content, connect with people, connect with partners. Not a lot of\npeople were doing this yet, so it was a small—smaller undertaking, but it really\nwas almost a proof of concept of how can we communicate with people outside of,\nat the time, what were considered traditional communication channels, so print,\nradio, television, et cetera. So that was really an experiment, and we actually\nsaw, at the time, some really interesting comments from people. We were able to\ngenerate a community of people in Myspace, and then as we were doing that, you\nstarted to see Facebook open up to the public, Twitter started to emerge. There\nwere a few other social networks like YouTube and others that began to really\ncome on the scene and gain a following, and so we were able to kind of pivot.\nBut those early days, the platform that was available to us for testing and\nlearning was Myspace, and that was one of the earlier social media initiatives\nthat I ran.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=3.0,4.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/13","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So while I was an AED [Academy for Educational Development], I finished my\nmaster’s degree and then I went—I was trying to figure out what do I do next, do\nI stay where I was working. What I really realized at the time was as much as I\nwas learning a lot working on public sector programs, the money and the\ninnovation was happening in the private sector, and so I moved to New York for\nabout two years, and I worked for the largest independent media agency. So most\nmedia agencies are owned by bigger conglomerate companies and—but I worked for\none called Horizon Media, and they again were not owned by anyone, they’re an\nindependent media agency, they still are. I got to come in as the social media\ngroup supervisor and really dig my teeth into a number of brand campaigns that\nwere using social media in those early days as a way of communicating, reaching,\nengaging with people, promoting products and different brand campaigns that were\ngoing on. And so, at the time, I got to work with brands like Cadbury\nconfections so that suite of products that included Stride gum, Trident gum,\nSour Patch Kids, Swedish Fish.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=4.0,5.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/14","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I also got to work with A\u0026E television and do some support to some of their\nprogramming initiatives. I got to work with GEICO insurance, which was a really\namazing experience because we ran with GEICO one of the first brand awareness\ncampaigns that GEICO had ever done. And that was particularly important because\nGEICO historically and I think even still today has been a direct response\nbrand, right? Their call to action, their advertising has always driven to call\nthis number, go to this website, but the intention of—with the intention of\ngetting people to sign up for insurance.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=5.0,5.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/15","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And we ran with them as a social media brand campaign that was just about\nawareness. And what we did is we worked with YouTube creators, some of the\nbiggest YouTube creators at the time, and we took their videos. We worked with\nthe creators to recreate them featuring iconic GEICO characters like the Gecko.\nAnd so we wove in those characters into those videos and then re-released them\nagain without necessarily a call to action to call a number or visit a website\nto get insurance, just to engage with people and raise the brand—the awareness\nof the brand amongst consumers. So that was one of the really interesting\nprojects I got to work there. But overall I think what I learned was how much\nwas happening in this space whether it was we were working with—on social media\nads when we were—or whether we were talking about search campaigns, paid search\ncampaigns, or whether we were talking about working with the early, early, early\ndays of what we now call social media influencers. I got to work on those kinds\nof projects and with other people who were doing this kind of work and just\nreally learn the full breadth and scope of this space that we now call digital media.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=5.0,6.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/16","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So that was an incredible experience, and I have really, really loved working\nwith the people that I worked with and having those experiences, but I really,\nreally missed the public health side. So after being in New York for two years,\nI came back to DC and I went back to the Academy for Educational Development,\nand I went in as their director of digital media. And I had the opportunity to\nwork on a variety of campaigns, many of which were focused on vaccination and\nimmunization communication. So I worked on their—the CDC’s National Influenza\nVaccination campaign, CDC’s Lifespan Vaccination campaigns—it was a suite of\ncampaigns—and led digital for those initiatives.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=6.0,6.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/17","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And so from there, I ended up going to Westat, which is a research organization\nalso in the DC area, and while I was at Westat, I decided to go back and get my\nPhD [doctor of philosophy]. I went to George Mason University for my PhD, and I\nwas in their communication program with a focus on health communication in\nparticular and really just loved the experience and loved the people that I got\nto work with and collaborate with there. And the professors were incredible, and\nit was just such an amazing program. And really just, again, every time I’ve\ngone back to school, I feel like my mind and my brain have expanded and shifted\nin different ways to accommodate all the new learning and exposure that you get\nthrough that process, and it was just incredible. I finished that degree in 2017\nand continued to work through that time, and then in 2019, ended up at NORC\n[National Opinion Research Center] at the University of Chicago, which is where\nI'm currently at.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=6.0,7.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/18","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Awesome, so I have a couple of questions. So can you tell me a little bit\nmore, it’s just—it’s really interesting because we’d never really hear about\nthese really early brushes of CDC breaking into the social media or really first\nusing really early forms of social media for vaccination campaign. Can you tell\nme a little more about the National Influenza Campaign before you went to\nHorizon Media and then afterwards too and then about the Lifespan Vaccination\ncampaign? As much as you can remember, what was CDC’s thing—what did they use,\njust give me a big scope of the project if you can?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=7.0,7.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/19","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Sure, so, of course, for each of the immunization efforts, they\nhave their own priority audiences. For flu, all Americans are recommended to get\nthe flu vaccine, but of course, there are subgroups like pregnant women or older\nadults who may be at higher risk for severe illness or complications if they get\nthe flu. So we had a general audience focus, but of course, we had a number of\naudiences that we highlighted as being particularly at risk and therefore\nshould—who should prioritize the flu vaccine.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=7.0,7.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/20","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: And what year was this?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=7.0,7.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/21","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: So when I came back from New York this—that would have been 2010.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=7.0,7.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/22","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Okay, so this is after the universal recommendation for influenza?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=7.0,7.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/23","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=7.0,7.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/24","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Okay, got you.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=7.0,7.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/25","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Exactly.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=7.0,7.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/26","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes, so that makes sense, everyone should get it, but they do have these\npriority action, yes. Continue, just tell me a little bit more about it? Sorry\nto interrupt.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=7.0,7.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/27","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: No, no it’s totally fine. And then I think for the Lifespan\ncampaigns for the childhood vaccination campaigns, campaign focused, of course,\non parents of young children. The adult immunization campaign, of course, was\nfocused on adult immunizations and the immunizations that adults still need to\nget as they get older. All of them had different types of efforts and activities\nthat they were doing. The flu campaign was probably the place where we did some\nreally interesting activities and then for the childhood immunization campaign,\nwe also did several really interesting activities that I think pushed the\nboundaries of federal public health in the social and digital space. And I will\nsay I think—","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=7.0,7.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/28","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Can you elaborate?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=7.0,7.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/29","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Oh, yes—","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=7.0,7.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/30","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes, I’m sorry—","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=7.0,7.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/31","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Give me a second—no, it’s totally fine. I was going to just pause\nand reflect on the fact that I think that public health in general and\ngovernment and in particular federal public health agency is—sometimes get a bad\nrap [reputation] for not being innovative, for not being forward thinking, for\nnot being able to move quickly. And certainly, there are elements of different\ninitiatives or programs where those things may be true. I have to say in the\nwork that I have spearheaded over the years and in particular with relation to\nthese campaigns, I think that my clients and the work that we’ve done together\nhave been tremendously innovative and have really pushed the boundaries of what\nis possible to do in order to engage people around these very critical health\ntopics in new and interesting and innovative ways that recognize how people are\nstarting to engage with one another and with content in emerging environments.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=7.0,8.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/32","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So to your question, I'm now having sort of—I’ll step down off my soapbox there\nfor a second. We ran a campaign with an early group of Twitter influencers,\nTwitter Moms—called Twitter Moms, and I think eventually, they became known as\nSocial Media Moms or something like that. But we did like a tweet-a-thon, what\nwas we called a tweet-a-thon back in the day where we had a number of moms who\nparticipated to help get the word out about the flu campaign and the importance\nof influenza vaccination. And that was probably one of the first places where we\nworked with people in social media who had a following, who had a voice, and we\nencouraged them with some key messaging to share CDC’s recommendations in their\nown voices.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=8.0,9.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/33","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Again when I talk about innovation and people who have worked in this space,\nthere's often a lot of intention to make sure that the evidence-based messages\nin health are communicated correctly and accurately, and that makes sense. We do\nnot want to have misinformation out there, right? We don’t want to have\ninaccurate information put out into the public space and so a lot of times,\nthere was concern around how are people going to interpret and share these\nmessages. What we found is that they really—these moms in these early days of\nTwitter and social media really, really embraced the content and shared it\naccurately. And if anything, we did see some traction with people who were not\nnecessarily in support of vaccination.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=9.0,9.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/34","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Again to the credit of my clients, we—nobody freaked out. We had a plan, an\nescalation plan in place, we had a response policy in place before went live,\nand we were able to ride out some of the negative commentary and really produce\na lot of positive messaging that supported the campaign’s aims.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=9.0,9.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/35","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Similarly for childhood vaccination, we actually worked—this is later now, but\nwe did a—we had a number of social media influencers cohost a Twitter chat in\nsupport of childhood vaccination. The day before that, we got wind of—again\nsocial media, at that time, had grown a lot more, and there were more people\nengaged, there were lots more voices at the table. And we had a lot of people\nwho were—who did not believe in vaccination, who were apparently going to—who\ngot wind of the chat and who were planning to come to the chat to disrupt the\nconversation. And what we found is that because we worked with a set of social\nmedia influencers who were cohosting the chat, they were empowered to—bring to\nthe table their followings and produce what ended up being quite a lively chat.\nThere was a lot of back and forth and discussion, but when you looked at the end\nof the chat at the number of messages that supported vaccination versus those\nthat did not support vaccination, the former far outweighed the latter, and it\nwas deemed, yes, a very exciting chat and one that we had to be prepared for and\nmonitor, but certainly, it was one that we felt was very successful.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=9.0,10.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/36","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So it just goes to show that these tactics, and in those early days, so much of\nthis was unknown, these were really again places where we were conducting these\nas pilot tests. Looking at these opportunities as proving grounds for things\nthat worked well and things that didn't work well, and that would eventually lay\nthe foundation for processes and policies that people would use down the road.\nNow that doesn’t mean that social media doesn’t change. We’re seeing a lot of\nchange in this environment right now with [Elon R.] Musk taking over Twitter\nlast year and some of the changes we’re seeing around TikTok access. But all of\nthat just goes to show that some of the tried-and-true methodologies and\napproaches that we used in those early days still work today. We just need to be\nvery cognizant of how the environment is changing and be adapting as we see what\nworks and what doesn't work anymore.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=10.0,11.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/37","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes, I appreciate you talking a little bit about the misinformation that can\nbe so prevalent on social media, so, and how you guys planned against that or\nhad a plan to combat these misinformations. So it’s interesting to hear about\nthe early versions, which we know obviously expand a lot during the pandemic.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=11.0,11.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/38","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes, and just on that, I think it's interesting, right, because I\ndon't think at the time we necessarily even called it misinformation. Or at\nleast, that was not a concept that was at the top of our minds more broadly as a\ncountry and as a group of people. But I certainly think that no matter what you\ndo, you treat social media with the same planning and rigor that you would any\nother initiative that you’d plan for. If you were doing an event or a conference\nor some kind of media interview, you would be prepared. You’d be prepared\nfor—with your talking points, you’d be prepared for questions that could come up\nthat are hard ones to answer, and you do—and you had to take the same approach,\nright? You had to have your content planned, you had to have your partnerships\nplanned. You had to have your communication escalation policies in place and\nhave a—everyone who was at the table who was participating really needed to buy\ninto the approach because inevitably, something was going to go amiss, right?\nSomething was going to go wrong and it’s only a matter of how wrong it goes,\nright? So—","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=11.0,12.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/39","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=12.0,12.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/40","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: —if you are all in this together, and there’s an ability to have a\ncommon understanding of, okay, how are we going to address a problem that\narises, then you don't freak out. And you don't make a mistake in the heat of\nthe moment because you can be calmer and take a more measured approach to how\nyou react to something when it happens. In that first Twitter Moms chat, we saw\nsome of the negative tweets happening. One of the things we looked at—and again,\nthis certainly was a little bit easier to do in those early days, but I think\nthe approach still—still counts, is that how big were the followings of those\npeople, how active were they, what were the—what was the other content that they\nwere posting about? I remember one person posted something, and within the same\nminute of posting something negative about our Twitter Moms tweet-a-thon, that\nwas on to tweeting something negative about some car brand or some other kind of\nprivate-sector brand and so you got a sense for the sensational content that\nthis person wanted to put out there. And, yes, it doesn’t mean that it’s not\nimpactful, it’s not—it doesn’t mean that you can just ignore it, but just be\naware of what's going on and monitor in terms of how big is it becoming, all of\nthose things. You need to take all of those things into consideration.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=12.0,13.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/41","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes, oh, great. Okay, so that brings us up to 2017. So you’re at NORC, can\nyou tell us a little bit more about NORC? Well, first of all, what NORC stands\nfor and then more about like what are they do—more about the organization itself?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=13.0,13.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/42","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: I actually came to NORC in 2019, and to answer your question, NORC\nstands for National Opinion Research Center, but we go by NORC at the University\nof Chicago. We are an independent, nonprofit, nonpartisan research organization\naffiliated with The University of Chicago. More than about half of our board is\ncomprised of faculty and staff at the university. But we pursue our own business\nand projects and collaborate with The University Chicago on a variety of things,\nbut also pursue our own things independently. I was drawn to NORC because it has\nsuch a wide variety of work that it does. So we do work in, of course, health,\nthat’s where I sit, I sit in the public health department. But we also have work\nin education, we have work in economics, we have work in social justice, we do\nwork in transportation, environment.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=13.0,14.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/43","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So there are just a lot of very talented people in this organization doing a lot\nof really interesting work across a variety of topics. And I loved the mix of\nacademic rigor with what I would consider business prowess. So this idea that we\ncan pursue different types of work, both with federal agencies as well as state\nand local, but also foundations, associations, private companies. There’s just a\nbig commitment internally at the organization to innovative methods, looking\nforward to the future of our field and how can NORC help build out and support\nwhat that future looks like.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=14.0,14.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/44","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes, so tell me a little bit about what you were working on pre-pandemic? So\nwhen you get there, it’s 2019, I don't know which—were you there really early in\n2019, so you had an entire year or did you get there [crosstalk]—?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=14.0,14.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/45","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes, no. That’s such a great question. So I arrived in June of\n2019, and it was about midway through the year, and of course at the time, none\nof us knew what was about to happen. And so when I joined, I was working on a\ncouple different things. One of NORC’s cornerstone projects is called the\nGeneral Social Survey, and it’s this amazing survey that is supported through\nthe National Science Foundation. It’s a national survey of Americans, and it's\none of the few surveys in the United States [of America] that really gives a\nlook at a slice of American life. So it's one of the few places where we’ve\ntracked perceptions around marijuana or gun ownership or gay marriage for the\nlast fifty years. And so those really interesting topics where Americans’\nperception of that have shifted so wildly over the last fifty years. The General\nSocial Survey is one of the few places where you can look at those data and see\nthose trends over time and really understanding—understand how American culture\nhas shifted during this time.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=14.0,15.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/46","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I started to do a little bit of work with them early in my—in the first couple\nof months before the pandemic hit. I also was starting to work on some of my own\nresearch. Again, my dissertation research was on social media influencers and\nhealth behavior change. And I had an early, small pilot project with a partner\nof mine, Dr. Amy [E.] Leader at Thomas Jefferson University, and we were\ncollaborating to explore the perceptions around HPV [human papillomavirus]\nvaccination among social media influencers. And so that was a big focus of mine\nin those early months of my tenure at NORC. And then as we rolled into 2020,\nthings started to change.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=15.0,15.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/47","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes, so all right. So, yes, so now, we’re at the beginning of the pandemic.\nTell me about when did you first hear about the pandemic? When did you first\nyear about COVID-19, and what was your impression of what was going on?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=15.0,15.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/48","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes, it's really interesting. So I think you know this, but for\nanyone listening, I actually have a book coming out in April called\nCommunicating Through a Pandemic: A Chronicle of Experiences, Lessons Learned\nand a Vision for the Future. And we can talk about that later if you want, but\nin the beginning part of that book, I document my earliest memories of COVID and\nCOVID-19. And I remember it was the end of 2019, so before anything had happened\nright, so before we had called—before we called it a pandemic, before we went\ninto stay-at-home measures. And it was early one morning, and I was sitting on\nmy couch at home, and I was reading the news on my phone.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=15.0,15.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/49","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And there were these news stories of a new virus that had emerged in China and\nhow it was making people sick. The general sentiment was not to worry, it’s not\na big deal here in the US and to date, no cases had been found. And I remember\nthinking in that moment, I wasn't worried, it didn’t make me worried, I had no\nidea what was going to happen in 2020, but I definitely thought, “Of course,\nit's here,” I was like, “how could it not be here?” And that’s purely from the\nfact that people—we travel all the time now from all over the world and so if\nsomething was in China, there was a very good chance it was already here. That\nis my earliest memory of COVID and my thought process related COVID. Again I—","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=15.0,16.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/50","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: And was it—?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=16.0,16.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/51","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: —I had no idea of what was to come but that was—that's what I was\nthinking about at the end of 2019.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=16.0,16.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/52","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Of course, and was it just like gut instinct being like of course, it’s—or\nrelying a little bit about what you've learned from—what you know about public\nhealth and everything and how disease is spread?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=16.0,16.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/53","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Again I just figured the way that we traveled nowadays and how\nmany people travel internationally every day, I just could not imagine that we\nwere not going to have cases in the United States, I just—I could not believe\nthat. The message to us at the time as there are no cases in the US. I just\nfigured they had to be here, we just haven’t found them yet.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=16.0,16.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/54","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Got you. Okay, so that’s where you first heard about it. So now, there’s a\nlot that’s really happening in the first—just in January alone. So with the\nfirst case coming, the first I guess recorded case, the first reported case in\nthe CDC, so what’s your thoughts on that, what’s happening at NORC and\neverything? Take me into what is going on at this point in your life?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=16.0,16.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/55","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: As we rolled into 2020, we were getting into the winter months. I\nwas still traveling, I was definitely traveling in those early winter months of\n2020, and I really don't even think that COVID was on my radar. I mean it\ncertainly was occurring perhaps more in the media, but I—definitely, it didn't\nstop me from traveling yet, I don’t think it really stopped anyone from\ntraveling at the time. Life was just going on, right? So if anything, I was\nworried about travel in the winter and getting stuck somewhere because of a\nstorm or getting a cold but not specifically worried about getting COVID. I\nthink for me, the early part of 2020 was business as usual and then that all\nstarted to very quickly change as we rolled into March. And as things started to\nvery quickly get bad and more cases were showing up and people were getting\nreally sick, we started to go into stay-at-home measures.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=16.0,17.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/56","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Organizationally, we moved people to remote work, and I think there were some\nadjustments there. Certainly, NORC, like many other companies, have remote staff\nbut moving an entire organization to remote operations took some shifting around\nand then it was adapting to life at home. Another story I tell in the—in my book\nis about when all of this started to happen, I looked at my husband, and I was\nlike, “Okay, we need to go to the grocery store to stock up on some things.” We\nwent to the grocery store and as I’m sure you may recall or others listening may\nrecall, it was nuts, it was nuts. The shelves were empty, there was no toilet\npaper as we would experience for many, many more months. And I remember sitting\nor standing in the aisle with my husband, and we were like, “Okay, how many cans\nof beans do we get, how many boxes of pasta do we get, how many cans of beans\nand boxes of pasta do you need to get through this time?”","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=17.0,18.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/57","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"We had no idea. We were so naïve as to what would come. So what did we buy? We\nbought probably four cans of kidney beans, four cans of black beans, and a\ncouple of boxes of pasta, and we went home. And that was not enough in any\nrespect, but it also was saying like we don't want to buy everything off the\nshelves either, so we’re going to get what we need for at least the shorter\nterm, and we’ll figure the rest out as we move forward. But it was just so wild\nto be in a situation where you were having to ask yourself some of those\nquestions and not really knowing what the right answers were.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=18.0,18.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/58","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes. So you told me in your answer that things started really changing,\nnoticed that shift. What did you notice? Can you remember any kind of specific\ninstances when things started to shift in March that just really stick out to you?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=18.0,18.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/59","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: I think that some of those just experiences going to the grocery\nstores, no longer driving to work, waking up and working from home, figuring out\nnew routines, right? So you might have had a routine early on before the\npandemic hit, and you would go to the gym and then go to the office or maybe you\ngo to work and then you go to the gym, you go out to dinner with friends,\nyou—whatever the things are that you do, that you spend your time doing, all of\nthat had to be rethought. Some of those early days really meant, okay, how do I\noperate in this new environment and how am I going to spend my time? And to some\nextent, I think people thought, Oh, this is going to be a week or two and then\nwe’ll get back to normal, and as we all know now that didn’t happen.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=18.0,19.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/60","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And so while a week or two is perhaps like a mini vacation, and you can give up\nsome of your regular activities or schedule—scheduling that you might normally\ndo. I think after a week or two, people were starting to say, “Okay, we\ndefinitely have to figure out something else because we need to—we can’t go stir\ncrazy, we can’t work twenty-four hours a day. We have to have a break, and we\nhave to figure out how to get that reprieve without necessarily leaving the\nhouse or hanging out with other people or doing certain activities that might\nhave been the activities we used to do to get that reprieve or get that break in\nour life. And so I think just some of that basic functioning was really—stands\nout in my mind from those early days.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=19.0,20.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/61","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And then, of course, for me personally, I think it wasn't too far after March\nwhen I started working on what would become known as the How Right Now campaign,\nand I know we’ll get into that in a little bit. But that really took up a lot of\ntime and space in my life, and so that certainly was something that was a big\npiece of those days in 2020 as we were at home. Of course, that’s something that\nstands out to me quite a bit.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=20.0,20.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/62","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes, I’m actually going to pause the recording really quick.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=20.0,20.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/63","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":" [INTERRUPTION]","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=20.0,20.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/64","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Okay, so tell me a little bit more about what was going on. You mentioned the\nHow Right Now campaign and NORC going completely virtual, moving the entire\norganization. So tell me a little bit more about how NORC transitioned into\nbeing completely virtual and then the beginnings of the How Right Now campaign?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=20.0,20.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/65","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Sure yes, so again, I was not part of these discussions, but from\nwhat I have heard and been told, early on in 2020 before COVID was declared a\npandemic, folks at CDC were really really looking at what was happening and were\ntogether brainstorming what are all of the possible implications of this.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=20.0,20.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/66","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"One of the things they identified as a possible negative ramification of this\npandemic was the impact on people's mental health. It was really identified\nearly on that some kind of supportive communications effort was going to be\nneeded to be able to provide people with the tools and the tips and the messages\nthat would help them through what was to come. I think even back then, we had no\nidea exactly how long we would be in stay-at-home measures, how long the\npandemic would continue to rage on. But even in those early days, even thinking\nthat this would be something that would be with us maybe perhaps for a shorter\namount of time, I think that there was a very clear recognition that the\npandemic would have negative impacts on people's mental health and that we\nneeded to do something to help support people.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=20.0,21.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/67","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And so that's really where the idea for what eventually became known as How\nRight Now originated. Again, I just speak to the foresight and the\nthoughtfulness with which I think our public health service engages in their\nwork. Because when you're looking at something like a virus, like COVID, that it\ncan—there’s—there is a natural tendency to, of course, prioritize the physical\nhealth of people and how do we address those urgent issues. The mental health\nimpacts of the pandemic were profound, and I think that early recognition just\nspeaks volumes to how our public health service is aware of the multifaceted\nimpacts of pandemics and the need for a multifaceted response.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=21.0,21.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/68","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"When I say what would become known as How Right Now, it’s—it is again a\ntestament to the belief that something to support people's mental health should\nbe driven by what the people tell us they need or will need. And so it was never\nnecessarily dictated or clearly stated, oh, this needs to be a communication\ncampaign, this needs to be something called How Right Now. Those are elements\nthat all emerged from the research that was conducted very rapidly early in the\nprocess of building How Right Now. It was a real commitment to making sure that\nwhatever we built, whatever we stood up was informed by research, was audience\ncentered, and really was reflected—reflective of the needs of the populations\nthat we sought to serve especially in those early days.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=21.0,22.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/69","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes, so tell me a little bit about why is it CDC and not SAMHSA [Substance\nAbuse and Mental Health Services Administration] that’s undertaking this? Do you\nknow why or was that a part of the discussion or anything like that, so why this\nagency rather than SAMHSA because then—?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=22.0,22.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/70","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: So, I honestly can’t speak to that. SAMHSA was a very good partner\nto How Right Now, but this work was initiated out of CDC under their response efforts.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=22.0,22.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/71","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Okay, got you, so, okay, understood. So this is the what are the early\nconversations. You alluded to it a little bit about how there is this need for\npeople to—that was social distancing measures, that the economic crisis, that\nit’s going to really impact people’s mental health. Can you tell me a little bit\nmore about what are these early conversations that eventually—how did the How\nRight Now campaign get started, so?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=22.0,22.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/72","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: So in May of 2020, the CDC Foundation in partnership with CDC\napproached NORC to help lead the development of what would eventually become How\nRight Now, and both of the—of our clients, CDC Foundation and CDC were just\nincredible partners to us. NORC led this project as the prime contractor, but we\nhad two wonderful partners that collaborated with us, Burness Communications,\n[Inc.] and TMN [The Media Network] Corp. Burness did our creative and led a lot\nof our partnership work, and TMN did a lot of our translation or what I like to\nrefer to as transcreation, so not just language, word-for-word translation but\nreally cultural adaptation of our messaging and products for Spanish language.\nThis was a large team, and we came together to do a large job very, very quickly.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=22.0,23.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/73","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But in those early days of the formative research process, we wanted to collect\nas much data because we had to move so quickly, and we wanted to make sure that\nwe weren’t misinterpreting something or missing a—missing something in our\nresearch because we didn't collect data from as many sources. We wanted to\nanswer a lot of different types of research questions like, yes, what were\npeople experiencing but also what did they need to cope, and how could we\nsupport those needs, what can we develop in order to help people in this moment,\nand then who were the trusted voices through which the communities we sought to\nserve wanted to receive those messages and products and tips and tools. So we\nhad to put together a pretty big plan pretty quickly.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=23.0,24.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/74","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And so we conducted survey research through NORC’s AmeriSpeak platform. We did\nonline focus groups, we did partner listening sessions so that—these were groups\nthat—informal conversations we held that our partner organization, national\norganizational partners helped convene. We had partner in-depth interviews, so\nwe talked with organizational partners who were on the ground with communities,\nhearing from them what their struggles were, what their needs were in those\nmoments. We did social data or social listening, so we collected social media\ndata, public conversations about what people were sharing online about what they\nwere going through, what they were experiencing and then we also did an\nenvironmental scan and a literature review. And so across all of these data\nsources, we really distilled out the key needs and experiences and what people\nwanted to see, what they needed to have in order to be resilient.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=24.0,25.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/75","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And what we found was that people were really struggling, not surprisingly, and\nas you just mentioned, these struggles were really emerging from the inability\nto gather with loved ones, to see people that they care about. They emerged from\nworries over their financial future, disruption to health care, disruption to,\nyou know, worries about ability to put food on the table, the ability to pay\nthis month's rent or mortgage. So all of those stressors were really coming out\nin the early days of the pandemic as people were being asked to stay home, as\nbusinesses were shutting their doors and public places were limiting how people\ncould gather together.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=25.0,25.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/76","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And so we really wanted to capture those experiences and those voices, and\npeople wanted to be heard. They wanted to know that how they were feeling was\nokay, it was normal, that it was okay not to be okay. I know that’s a statement\nthat is used a lot now, but in those early days, it was really meaningful to\npeople to say like, “This is okay, what you’re going through, it’s totally\nnormal, a lot of other people are experiencing these things.” But there also was\nthis incredible commitment to and a recognition of the need to be resilient and\nthe need to cope and the need take steps forward. People recognize that this is\nvery hard and there’s a—there are a lot of emotions going on right now, people\nfeeling lonely, people feeling scared, people feeling angry. But that they\nwanted to take steps to be resilient, to cope through this time, to take care of\nthemselves and their loved ones. And so we recognized this need to acknowledge\npeople's experiences and then give them the tools and the tips that would help\nthem cope. What people didn't want to hear was fluffy content, so not anything\nthat was overly superficial or not meaningful or actionable. They wanted really\nkind of day-to-day tips, tools, steps that they could take, things that they\ncould do, low-barrier, low-cost-to-entry things that they could do to protect\ntheir mental health and the mental health of their family and their friends. And\nso that's really where the idea for this campaign came about out.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=25.0,26.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/77","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The brand name, How Right Now came—we did do brand name testing using a couple\nof versions. The feedback we got from testing was that How Right Now really\nresonated with people because it allowed for this nimbleness to be ever present\nin the campaign, this idea of how do I cope right now in this moment today. So\nnot just trying to fix problems for people for the long term necessarily but\nalso—but really try to say what are the things we can do today and quite frankly\nas the pandemic rolled out, and we needed to be nimble and responsive as new\nwaves of the virus emerged, as new challenges emerged for people, how do I—how\ncan people cope right now? And so that’s where the name came from, and at its\ncore, How Right Now is a platform for resources, and those resources have been\norganized by emotion. So you can get information that's tailored to how you’re\nfeeling, and if you don't know exactly how you're feeling, you can click on and\nlook at all the resources. Each of the emotions has an emotion one pager that\nreally articulates what that emotion is all about. And in order to help people\nunderstand not just here are the—here are some useful tools for you, but let's\nbreak it down, let’s actually talk a little bit about what you're feeling. All\nof our resources, all of our messaging, all of our content was vetted by a panel\nof clinical psychologists that worked with us in those early days. We really\nwanted to make sure that we were giving people evidence-based information that\nthey could trust. That’s the platform that is How Right Now.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=26.0,27.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/78","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And then surrounding How Right Now are a series of messages, products, animated\nGIFs [graphics interchange format], things that can be shared in social media or\nin newsletters or in other environments that help share those messages out, that\nagain ring true to the core of the campaign, acknowledging what somebody is\ngoing through but also giving them actionable steps they can take right now in\ntheir lives to help their mental health. Those promotional or dissemination\npieces helped amplify the How Right Now website as the core platform.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=27.0,27.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/79","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"One other thing I think is really important to note is we were very aware of the\nconnection between mental health challenges in the pandemic and disruption to\nbasic needs and basic services. So one of the things we didn't want to do is\ncome across as almost tone-deaf to why people were struggling. And quite frankly\nif people were struggling and just needed some help, How Right Now is there for\nthem too. But we also wanted to provide resources that helped address some of\nthose underlying stressors, and so we created a series of—and we provide on the\nwebsite links to job bank resources, food bank resources, other types of helpful\ncrisis lines or support lines. So that people can actually get help to address\nthe stressors that are giving them the mental health challenges that they’re\nactually experiencing. So we wanted to both support their mental health but also\nacknowledge and support some of those more basic needs that people had been—had\nin those early days.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=27.0,28.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/80","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Got you. So you did a great job of explaining the reason for the project and\nthe listening sessions and the formative research that goes into. Let’s talk\nabout the products that were created, which you’ve touched on a bit. So can you\ntalk to me more about why was—because it’s a web-based platform, that people can\nscroll through and to pick up the—why was that chosen as the way—or how was that\ndeveloped as the way to get these resources out to people? Why was that chosen\nas the best way to go forward?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=28.0,28.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/81","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes, it’s interesting, right? Because one of the criticisms or\nperhaps questions we get about How Right Now is how heavily digitally focused it\nis, and my response is twofold. One, that at the time, people couldn’t get\ntogether, they couldn’t gather. So you might recall some conferences were just\ncanceled outright, but there were lots of conferences that moved to virtual\nplatforms. There were organizations that were hosting virtual town halls or\nevents to communicate with different communities about what was going on, but\nthese were all done virtually, people were not gathering in-person.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=28.0,28.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/82","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And so How Right Now really had to be able to operate in an environment where\nalmost all communication and interaction was happening either via phone, via a\nlaptop, computer, any kind of virtual distance environment. That said, we\nrecognized that we weren’t always going to be in this environment, and that as\nthe pandemic shifted and it’s—especially as vaccines rolled out and people could\nstart to go back out and see people again and socially distance, get together\nbut do social distancing get-togethers. And we did want to make sure that How\nRight Now could shift into and be available and supportive in in-person\nenvironments as well. All of the materials can be printed and have an\napplicability for in-person use.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=28.0,28.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/83","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So we created a little bumper video that could run in between sessions during a\nZoom town hall, right? If you had a break, you could have this bumper video\nloop, and it would promote High Right Now and its resources. As people were\nmaybe taking a bathroom break or getting a glass of water, but some people may\nhave just been sitting waiting for the next session to begin, so that same\nbumper that worked well as an interstitial element during virtual events could\nbe played at in-person. So all of the pieces I think worked well for the remote\nenvironment we found ourselves in as well as could be then repurposed for\nin-person as we shifted and can start to gather again.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=28.0,28.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/84","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The other thing I’ll just say is that the reason that we curated a list of\nevidence-based materials is because what we knew early on was that there were\nalready—there was already a wealth of information and evidence-based information\nout there, and we didn't want How Right Now to just recreate the wheel. We\ndidn't want How Right Now to create something that already existed, that was\nvetted, that was created by a trusted partner. What we really wanted to do was\ncurate those great resources and amplify them and then use How Right Now to fill\nin any gaps. And so that's really where the idea of curating a website full of\nthese trusted resources and then letting How Right Now develop pieces of\ncontent. For instance, we have a series of materials focused on how to have\nemotional conversations, how do you—how can you be a more compassionate\nlistener, and how can you actually start a conversation with somebody you love\nabout their mental health. Those are not easy conversations to have, and so we\nrecognized that. It was something we actually heard in our research, so we\ncreated a conversation guide and a compassionate listener—listening GIF that\nprovides phrases to use in lieu of other phrases that are a little bit more\nsupportive and a little bit more compassionate when it comes to people sharing\nwith you their stories about their mental health. And so those were places where\nwe wanted to make sure that we—How Right Now could add value to what already\nexisted in the mental health resource space.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=28.0,29.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/85","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: So health equity is basically a big scene of the pandemic and now in public\nhealth in general, and we know that the burden for mental health fell more\nharshly upon communities of color and people who were lower income. So how did\nHow Right now—did it seek to—have like a healthy-equity-focused lens when it was\nbeing created? And if so, tell me a little bit more about that and how these\nresources would have helped out people in the—in lower socioeconomic or people\nor communities of color so—?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=29.0,29.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/86","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: I’m going to start broad and then I’ll go to How Right Now, but I\nthink that in two main ways, the pandemic has shined a light on inequities in\nthe pandemic, and these inequities have existed, right? These are not new,\nthey’re not brought on by the pandemic, they were certainly exacerbated by the\npandemic, but these are things that have always existed. And I think those two\nareas are stigma around mental health and systemic inequities, and I’ll tackle\neach of those in turn. So in terms of stigma, I think that more than ever\nbefore, we talk about mental health more, we are more aware of mental health and\npeople's mental health challenges. And I think that, at least I hope that,\nthere’s more compassion for people who are struggling with their mental health\nthan I think ever before. And I think that that comes from the fact that there\nwere people in this pandemic who may have never experienced challenges with\ntheir mental health, who for the first time, they did due to the various things\nwe’ve talked about, right, the financial insecurity, the social distancing, the\nloneliness, the anger or the worry that people were feeling. I think that the\nfact that people broadly experienced these challenges universally really meant\nthat people understood what it meant to go through and struggle mentally in\nterms of what they were going through in the pandemic.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=29.0,30.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/87","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"That said, I think the other area has to do with systemic inequities and\nwhat—and that has to do with whether it's racial, gender-related, or\nsocioeconomic. I think we really saw how the systems in our country don’t\nsupport people the same, and therefore when something like a pandemic happens,\nthose who are already struggling, struggle more, and therefore, they carried a\ngreater burden. Whether that's the people who tend to work in jobs that are\nessential, they are more often people of color, they are more often women, they\nare people who are, of course, as an industry, make lower wages, have less\naccess to or not consistent access to healthcare coverage. And all of those\nthings contribute to the unfair burden of morbidity and mortality as well as\nmental health impacts on those communities.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=30.0,31.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/88","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I think that How Right Now really tried to prioritize communities that were\nstruggling from its inception, and in particular, what’s notable in its approach\nis that How Right Now had four priority audience groups. Of course, How Right\nNow can support anyone's mental health; however, there were four priority groups\nthat we did want to make sure were prioritized in the campaign and had—and that\nwe did research with and had developed resources for. Those were people ages\nsixty-five and older and their caregivers, people who are living with\npreexisting physical and mental health conditions, people who are experiencing\neconomic distress, and people who are experiencing violence. Except really for\nthe group, the sixty-five and older group, those groups are not demographic\ngroups, they are psychographic groups. And what I loved about that idea of\nfocusing on audience groups that were cross-cutting is that it allowed you to\nget a really interesting mix of perspectives and create resources for people's\nexperiences and thereby addressing those inequities regardless of where you were\nor who you were, and, therefore, it felt like it aimed to be inclusive of—for\npeople who are struggling at any moment in—during the course of the campaign. I\nthink as the campaign has rolled out and over the course of the pandemic as more\ndata has become available about the disproportionate effects in terms of mental\nhealth and morbidity and mortality on African American/Black, Hispanic/Latino,\nand American Indian or Alaska Native communities, the campaign has pivoted to do\nnew research specific with—specifically with those communities and develop some\nadditional tailored resources for them. And so I think the campaign set out to\nbe as supportive to people who are struggling as possible and then adapted as\nthe campaign evolved to be able to address needs as they were emerging and as we\nsaw things shift.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=31.0,32.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/89","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Got you, so let’s talk a little bit about these materials gathered for all of\nthe targeted groups. So tell me about like did they differ and what went into\nthe kind of—? So if someone had never seen this kind of thing, tell me a little\nbit about what they would experience in each of these?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=32.0,32.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/90","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Sure, yes. So a few moments ago, we talked a little bit about how\nwe tested the campaign name. One of the things we also tested during that\nprocess was the color palette for the campaign.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=32.0,32.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/91","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Originally, our color palette was dark. Yes, I think it was black or very dark\nbrown, and I think there were some oranges or some red colors in there, accent\ncolors, and what we heard in our testing was that people didn’t like those\ncolors. They actually wanted a brighter palette, a more hopeful palette. And so\nwhat you see when you see How Right Now—when you see a How Right Now resource,\nit’s a very consistent color palette that is made up of bright blues, bright\ngreens, bright yellows, and oranges, but they all are woven throughout all of\nthe website and then all of pieces of content that get disseminated.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=32.0,32.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/92","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You also will see different types of messages. So for people experiencing\nviolence or for people experiencing economic distress, we addressed those\nexperiences in our—in the copy that’s developed. For people who maybe are living\nwith existing mental health challenges, we use tested tools for reducing\nanxiety, right. There’s one called the grounding effect, and so we use that, we\nrepurposed that into an animated GIF. As the campaign continued and we created\nnew materials for American Indian or Alaska Native communities, we leveraged the\nmedicine wheel in one of our images. And then through our testing of those, we\nmade sure to incorporate elements of life activities that were really reflective\nof those communities. So I think that when you see the content, it has a\nparticular look and feel to it, bright and hopeful, and then each of our\nmessages can speak to certain communities in very specific ways.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=32.0,33.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/93","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes. Can you tell me a little bit more about the collaborating with these\ncommunities to create the content?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=33.0,33.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/94","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes, so what is amazing about How Right Now and I think a\nreally—another strength of the campaign was that it was never a mass media\ncampaign. The campaign never had a large media buy budget. It was always\npartnership based, so partners were part of our formative research. They were\nreconvened partner meetings, brown bags throughout the first year of the\ncampaign to bring the partners into the campaign, to share with them what we\nwere working on, but also to hear from them what their communities were\nexperiencing as the pandemic rolled out. They were part of all of our\nactivations. We had a number of different activations to really amplify the\ncampaign at key moments. So just as an example in October on 10/15, so October\nfifteenth, we ran an activation focused on taking ten to fifteen minutes be do\nsomething for your mental health, and our partners were key to that. They were\npart of helping to share out those messages, encourage people to take those—that\ntime for themselves and share back what they were doing to protect their mental\nhealth. Likewise, as we moved on in that fall of 2020, we—and we got closer to\nthe holidays, it was really our partners who came back to us and said, “This is\ngoing to be tough for people. This may be the first holiday without somebody\nthat has passed or they can’t be together with family because of social\ndistancing. It may be a hard holiday because of finances, may be because they’re\nsomebody—a family is not in their home.” So we really heard from them\nforecasting what was to come, and that allowed this—the campaign to develop\nresources that then could be shared out during the holiday season that\nacknowledged how hard it was going to be, and again, provided messaging and\nresources that could help people during that time.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=33.0,34.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/95","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I think our partners, and there were many of them and—but we—just to name a few\nhere. We worked with Mental Health America, we worked with the National\nAssociation of Mental Illness. We worked with the National Latino Behavioral\nHealth Association. We worked with so many great partners, and they all just\nwere fabulous in terms of their commitment to ensuring that How Right Now\ncontinued to serve the communities it wanted to and supported them in the right\nways and with the right messages and with the right tools for where those\ncommunities were in those moments. And so I just can't say enough, they were the\nheartbeat of the campaign and were really instrumental to making it what it was,\nand we couldn’t have done it without them.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=34.0,35.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/96","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes, so this is all happening. So you mentioned that all of this is in a\nreally short timescale, and so, and to develop something so big and so\nthoroughly researched, it seems like it really did come out in a very time. So\ntell me more about the pace of the research and just how—what was that like for\neveryone working on the project or for—like just for you working on the project?\nExcuse me, not—?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=35.0,35.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/97","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes, well—I think I can easily speak for members of the team. It\nwas intense, it was the early days of starting up and getting that campaign\nlaunched. It launched on August fifth officially, so by getting it launched by\nAugust fifth, we’re—and there’s just really no other way to state it except that\nthey were just insane. They were long days and nights, people working around the\nclock to get the work done, just constantly being available for meetings or\nconducting the research, analyzing the data, figuring out, working together with\nall of our partners to figure out what the right—what the needs were and what\nthe right solutions to those needs were. We worked very closely as a team. We\nheld daily stand-ups, so every day and actually for quite a while, every\nevening, we had check-in meetings because there was so much going on that we had\nto meet regularly, and those daily stand-ups were just the large team. Then\nsmaller groups within the team met regularly throughout the day depending on\nwhatever their area was that they were working on. Also notably, our clients\nwere actively involved. They were in every meeting that we were holding, they\nwere giving us tons of feedback and insight. They were just incredible,\nincredible partners, the CDC Foundation and the CDC on this effort.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=35.0,36.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/98","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And then in addition, we used all different types of different technologies. I\nthink at the time, we were using Link or something like that or Skype, but\nwhether we were calling or texting or IM-ing [instant messaging] or emailing or\nmeeting over Zoom, whatever it was, there were so many touch points within the\nteam that allowed us to ask questions, resolve differences, and move it forward\nin a timely manner. And then finally, I think the other really powerful part of\nthis was we didn’t divide the team between research and comm [communication]\nspecifically, right. Sure, there were researchers and then there were creatives,\nbut the creatives were part of the research process. So they heard from the\nresearch team as we were going through that process what we were learning. They\nwere in the discussions with us about what our preliminary findings and what we\nwere seeing, and they were able to iterate on messaging and creative ideas as we\nwere doing the research so that things were happening iteratively as opposed to sequentially.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=36.0,37.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/99","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And so we were able to—by being a team together where it wasn’t sort of like,\noh, the research team does this and then creative team takes the research, it\ngoes and creates the messages and the products. Everyone worked together, and I\nthink that that really created a stronger team, a stronger product, in the end,\na stronger campaign. And something that really was just so tied together based\non what we learned and then how do you take that and turn it into actionable\ncommunication messages and products. It just was seamless, and everyone was so\ncommitted to the mission, and I think that that—those were qualities that really\nresulted in How Right Now becoming what it became.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=37.0,37.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/100","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes, do you mind if we talk about your personal life?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=37.0,37.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/101","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Sure.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=37.0,37.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/102","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Great, so during all of this going on, I mean you’re still a person living\nthroughout the pandemic, so tell me more about what is happening also just as a\nperson living throughout the pandemic during this time?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=37.0,37.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/103","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes, and I think I addressed this a little bit earlier on. The\nfirst couple weeks feel like you’re—oh, we have to go home, we don’t really know\nwhat this is all about, we’re adjusting to teleworking full time. For the\nmoment, you’re like, oh, okay, we can—we’ll get through this, this—not much is\nchanging, right? My husband and I don't have children, so we didn't have the\nextra challenge of us both teleworking and having our kids transition to at-home\nschool, so, for us, it was a little bit I think easier of a transition. We both\nalso had teleworked at least part time in our careers prior to this so that\nwasn’t a complete shift for us either. We had our dog Bear throughout the\npandemic, and I always—and Bear passed away actually in 2021. But I always think\nthat Bear was our gift in the pandemic because especially for me who was working\nall the time, Bear was always the reminder of, oh, you have to get up and you\nhave to—I have to go to the bathroom, I have to go for a walk, I have to go out.\nHe was always a blessing that way of giving me the break that I didn't feel like\nI could take, but that I knew I really needed. And then I think as the pandemic\nrolled on, it became a challenge, right? We couldn’t do a lot of the things that\nwe normally would do.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=37.0,38.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/104","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I’m a big fan of hot yoga, and I couldn’t go to hot yoga classes anymore. So for\nme, I’m in this immense period of intense work and the thing that has\ntraditionally in my life given me that break, that mental break, that physical\nbreak, it has allowed me to go and just destress, that was taken away. And so\nfinding other ways to be physically active and to have those—have that mental\nbreak and have that physical break from the work was a challenge.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=38.0,38.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/105","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Also, it was just me and my husband for many, many months, and we didn’t see\nfriends, and we did not see family for a long time. And so just even thinking\nabout how do we change up our routine, how do we not just Netflix and chill\nevery single day, every single night? Trying to find new games to play, or new\npuzzles to do, or deciding that some nights we’ll not—we won’t turn the\ntelevision on so that we just don't zone out completely. We really did try to\nfind new activities that we could do together, but that would be new and\ndifferent and would help make that monotony of everyday feeling like it was just\nthis hamster wheel of work, television, sleep, work, television, sleep—would\nhelp change that up.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=38.0,39.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/106","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Got you. So the How Right Now website launches in August, like you said of\nAugust 2020, so tell me more about—you said it—well, that’s not like a big media\nmarketing kind of thing, but does it have any promotional kind of thing? What\nwas the process like to just get the word out? You’ve talked on this a little\nbit, but can you be a little bit more detailed, so?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=39.0,39.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/107","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes, sure. So I talked a little bit about how great our partners\nwere, and they were really core to our dissemination approach. But we also did\nwork with social media influencers, we worked with celebrities, and we did do\nsome small digital and radio ad buys over the holiday season in 2020 into 2021.\nWe had some great support from a wide variety of social media influencers. The\ninfluencers ranged from all over the country, all different age groups, all\ndifferent racial ethnic groups, and then we had wonderful support, which was pro\nbono hundred percent, from celebrities. So Melissa Joan Hart, [James] Lance\nBass, several NFL [National Football League] players all lent their voices to\nsupport the campaign either through some video content that they produced or\nsome social media posts.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=39.0,40.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/108","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"We actually had an amazing PSA [public service announcement] done by the actor\nOmari [L.] Hardwick, and he talked a lot about the value of conversation and\ntalking when you’re struggling as part of our coping conversations content. If\nyou have not seen that video, it is a beautiful video, you should watch all of\nthe PSAs, but his is particularly wonderful. We also had actors like Danny Trejo\nwho posted in their social media and helped promote the campaign, and then we\nalso had high-profile celebrities like [Kristen] Kris [M.] Jenner post as well.\nSo we were able to engage people at all different levels who reach all different\ntypes of communities by—with—by working with these celebrities who I think\nreally understood what people—the hurt that people were feeling in those times\nand were willing to support at no cost the messaging for How Right Now.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=40.0,41.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/109","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And then our ad buys, we did in social and digital media and in radio in English\nand Spanish, and that’s an important point that really should not be lost. We’ve\ntalked a lot about how How Right Now is How Right Now. But How Right Now is\nofficially How Right Now/Qué Hacer Ahora, which is the full Spanish language,\nsister campaign to How Right Now. And all of the research and all of the content\nfor How Right Now was done fully in English and fully in Spanish. As we looked\nat our data through the fall of 2020, and we saw that our Spanish-language\nwebsite traffic was actually not as high as our English language website\ntraffic, we wanted to make sure that we were getting into Spanish-speaking\ncommunities using the right tools. And so radio, of course, is one that works\nvery well and so that's why we decided to spend a little bit of money to do some\nradio ad buys.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=41.0,42.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/110","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: You mentioned site traffic. So once the sites are launched, how—what does the\nsite traffic look like on both the English and Spanish side?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=42.0,42.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/111","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: So I think what’s perhaps more important than the actual traffic\nnumber was that in our evaluation, we looked at a variety of data sources to\njust assess how the campaign was performing. It included the website traffic,\nbut it also included our ad buy metrics, our partner activity metrics. We worked\nwith our partners to collect data from them on the activities that they were\ndoing, and we looked at a lot of the data on an ongoing basis. We did ongoing\nenvironmental scanning and literature review over the course of the year 2020 to\n2021 in order to make sure that we were both aware of what was working, adjust\nwhere something might not have been working, and also staying abreast, like I\nmentioned previously, on what was coming down the pike, what were people\nexperiencing or what were we hearing that people were experiencing or perhaps\ngoing to experience as different phases of the pandemic were rolling out. And I\nthink that helped us be nimble and responsive throughout the year, and by doing\nthat, we saw overall increases in our website traffic. So by listening, by\nlistening to what people were telling us, adjusting our campaign approach, we\nactually continued to increase our visibility of our dissemination activities\nand our traffic to the website over time, and that’s what we found.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=42.0,43.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/112","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"We did our year-one evaluation and it—we finished it up and presented it the\nsummer of 2021, and those were some of the findings. We also, as part of that,\nconducted another survey using NORC’s AmeriSpeak panel, and we really found that\nthe campaign, by being nimble and responsive, increased its overall reach over\ntime. We were able to show through our surveys and through our survey data that\nexposure to How Right Now messages had a positive impact on coping and\nresilience, and that in particular, we saw positive effects, campaign effects\nfor communities that were struggling the most. So those who self-reported the\nhighest levels of stress and discord in the family, those were the same\ncommunities that were reporting the positive impacts after campaign exposure.\nAnd those communities were people experiencing economic distress, people\nexperiencing violence and communities of color.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=43.0,44.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/113","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I think that it’s profound when you think about developing the campaign as\nquickly as we did, standing up a national campaign that was not a mass media\ncampaign but was through a—was a with and through trusted voices, partnership\ncampaign. And then to be ongoing—to be iteratively collecting data and assessing\nperformance so that you could adjust your strategies while you’re in market,\nallowed us to actually do our jobs better and have—and then be able to show\npositive impacts in terms of coping and resilience amongst those that were\nsuffering the most. As a health communicator, as somebody who’s been doing this\nfor twenty years, this is the high point. This is the high point of working in\nthis field, of doing this this kind of work, and of being able to develop\ncommunication products that work. It has just been an immense honor, and I am—I\nwas so excited these results.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=44.0,45.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/114","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes. So I’m going to backtrack just a little bit. Because you mentioned about\nthe Spanish language one, Qué Hacer Aror—Ahora—excuse me, really messed that up.\nBecause you mentioned that it was almost like a totally different website, that\nit was not just a mere language translation, but it was culturally relevant as\nwell, so tell me about the development of the Spanish side of the How Right Now\ncampaign and the—what went into that a little bit more?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=45.0,45.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/115","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes, I mean it followed the same process that the English website\nand English version of the campaign followed. If anything, that was why it\nworked so well is that we created them together. So, again, as I mentioned, all\nof the formative research was done in English and Spanish and because of that,\nwe had lots of data and lots of information about what people needed both for\nEnglish speakers and Spanish speakers. And so as we were creating content for\nthe English version, our partner, TMN Corp, they were helping to transcreate\nthat for the Spanish sister campaign. And I think that, again, it was the same\nprocess of working together, of not drawing a line between research and\ncommunication/creatives, of building these two versions of the campaign\nsimultaneously, not as an afterthought. And so I think that that allowed us to\ngive the same level of rigor to the development of both of them and the same\nlevel of attention and detail to both of them. And so, again, we weren't doing\nQué Hacer Ahora as an afterthought or as an, okay, now everything’s in English\ndone, let’s just go translate it. it was really that we built the two simultaneously.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=45.0,46.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/116","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Thank you, so—all right. So now, the project’s launched, you did a year-one\nreview. Tell me a little bit more about what was the work done after the thing\nwas launched past that year-one review?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=46.0,46.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/117","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: So after we completed the year-one evaluation, the—so actually\nstrike that. Before we get to what happened after the year-one evaluation, I\nwant to just take one quick step back and acknowledge that one of the very\nexciting—one of the other very exciting things about How Right Now is that in\nthe early part of 2021, it moved at—over from living under the CDC response to\nbeing a program at CDC. So it now is a campaign out of the Division of—for\nPopulation Health at CDC. What is exciting about that is that I think the aim of\na response is to be immediate and urgent and swift because of the urgency and to\nbe able to be there to support people during an emergency. And then when that\nemergency is no longer there, those products or pieces are maybe not needed as\nmuch anymore.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=46.0,47.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/118","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I think COVID is an interesting pandemic because I don't know that many people\ncould have anticipated that it would last as long as it did, not specifically\nthe virus but that the pandemic and that the associated mitigation efforts would\nhave lasted as long as they did, and therefore that the response needs would\nalso have lasted as long as they did. That said, How Right Now could have always\ngone up, supported people, and then perhaps gone away if the pandemic had gone\nin a different direction and it was no longer needed. But COVID continued and\nthe pandemic continued, and the needs, the mental health needs continued. And so\nthe idea that we could build something that was based in evidence, based in\nresearch, and done so well, and then it could be decided that it would move from\nthe response to live on as a program at CDC is just incredible. Because it just\ngoes to show that you create something that is again audience centered, based in\ndata, based in research.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=47.0,48.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/119","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You built it with input from the communities that you're seeking to serve, and\nyou’ve shown that this project and this campaign is actually effective. All of\nthose things allow for this to—for the case to be made that it should live on.\nAnd for CDC to say we want to see this continue on is just a—is like the cherry\non top of all the other great aspects of working on this campaign. It’s so\nwonderful to see all of that effort continue on and continue to have support\nbehind it at CDC.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=48.0,48.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/120","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And so what happened after year one is while things were moving over to CDC and\nsome things were being transitioned, we ended up coming—reassessing what the\ncampaign needed to focus on, moving forward. So that's really when we ended up\nconducting some new work with a focus on disruptions to social determinants of\nhealth and doing some new research with racial and ethnic communities such as\nAfrican American/Black, Hispanic/Latino, and American Indian or Alaska Native\ncommunities, creating some new products and then leveraging some partners and\ndoing some dissemination of those products. And then now where we are is we are\nstarting to explore the mental health impacts of the pandemic as well as the\nbroader environment for teachers and school staff, So that is a new phase that\nwe are in, and we just completed our formative work for that part of that phase,\nand we’ll be developing some new messages that will be—you'll probably start to\nsee those hopefully come out this summer.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=48.0,49.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/121","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Got you, yes, and so you mentioned a little bit about how the campaign could\nshift to have more targeted messages if forecasting showed that people like—but\nthat there was a need, so like during the holiday season of 2020. Were there any\nother instances where this was done like the shifting or targeting?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=49.0,49.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/122","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Oh well, I think it really happened throughout the—throughout that\nfirst year between August—launch in August and the end of the campaign. We went\nthrough October and did our 10/15 activation. We did the holiday season push. As\nwe rolled into 2021, we looked towards mental health awareness month in May and\nthen we were starting to wind down and work on our evaluation as that phase was\ncoming to a conclusion. But it was a real effort to look at those data monthly,\nif not every other month, to make some of those strategic assessments and\nadjustments at key times. We also wanted to make sure that we kept the website\nresources list up to date. So we did look at new resources that we may have\nunearthed through our lit [literature] review and e-scan process to be able to\nadd those to the website and keep those—that list updated and refreshed. And\nthen we also wanted to make sure that we were just aware of what was going on in\nterms of social media’s pickup of the campaign.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=49.0,50.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/123","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"In addition to some of the other things, we were monitoring social data, and one\nof the things we started to find was that people were taking the How Right Now\nmessage, the How Right Now name, but they were turning it into their own\ncreative that was then being used on their social channels. So it wasn't\nspecifically—I talked earlier about the look and feel of the campaign, the\nbright colors and all of that, but this was people taking the campaign messages\nand turning it into collateral that was related to their brand and their\ncommunities. And in some ways, you might ask, well, oh no, that sounds like it’s\na terrible thing, right?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=50.0,50.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/124","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You don’t want your brand to be taken up and repurposed in a different font or\ncolor palette or whatever, but at the—it really wasn’t. We did collect examples\nof what we saw happening, and we did share it back with CDC Foundation and CDC\nbecause we wanted them to be aware, and we wanted to have the conversation about\nwhat was going on. But at the end of the day, it was considered a success that\npeople were taking these messages and then using them in ways that spoke to\ntheir own audiences. It was not seen as, oh, the brand is being turned into\nsomething it isn’t, or—it was really seen as we want this to be community\ndriven, and we wanted people to take these resources and use them in ways that\nwere helpful, and that’s what we saw happening.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=50.0,51.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/125","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Yes, got you. So tell me a little bit about—because it sounds like once the\nHow Right Now campaign is launched and everything, it’s still a really intensive\nproject. Were you working on other things professionally or is it just—or was\nthere a time when once—maybe after year one or once it transitions to CDC to\nwhere you’re a little bit more free to work on other projects?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=51.0,51.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/126","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes, so I think that the nature of contracting is that we work on\nall sorts of things all at once. I have a lot of interests, so of course, this\nwas focused on mental health and coping and resilience and that’s an area that I\nwas—have been extremely passionate about. As we talked about early on, I’m a—one\nof my passion areas is immunization communication, and so as I had noted in\n2019, I had started some work focused on social media influencers and vaccine\ncommunication, and that work did continue. So I run, uh, with my partner at\nThomas Jefferson University, Dr. Leader, a number of studies focused on\nexploring social media influencers and their role in vaccine communication and\nso those studies were continuing at the same time. Yes, so I think the benefit\nof investing the time in those projects while How Right Now was going on, I see\nthe fruits of that now with some of the projects that I've got going on and some\nof the new work that has come in since—as How Right Now did taper down in terms\nof level of effort after year one. So, yes, I did lots of different things, but\nHow Right Now was my primary focus and did take up the majority of my time.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=51.0,52.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/127","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Tell me a little bit more about the vaccine research that you did because you\nmentioned we talked about earlier about misinformation that existed or way\npreviously that’s—that was on the internet. So tell me a little bit more about\nthis immunization communication work that you’re doing. Are you looking at\nCOVID-19 vaccines or is it just other vaccines in general like childhood\nvaccines or what have you—what’s your thoughts on—?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=52.0,52.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/128","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes, so I actually have a couple of studies right now in various\nstages. They’re focused on different vaccines. So one study I have is looking at\nsocial media influencers and the COVID vaccine. This is one that started up in I\nthink 2021. And what we’re doing there, it’s an intervention study, and we\nrecruited a sample of influencers that were either African American or Hispanic\nLatino, and we interviewed them about their willingness to write about the COVID\nvaccine. Their messaging approaches, their concerns, really to understand their\nprocess, and then we had them write a post, and then each of them recruited a\nsample of their followers. And in the pre-post survey where they were exposed to\ntheir influencer’s message about the COVID vaccine, they—we evaluated. The\nfollowers had a set of questions and then were exposed to the message and had\nanother set of questions, and we assessed changes in their responses based on\nexposure to the message.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=52.0,53.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/129","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"That study is actually close to being wrapped up, and what’s very exciting is\nthat we found that after exposure to their influencer’s message, there were\nstatistically significant increases in knowledge about the COVID vaccine,\nawareness that COVID—the COVID-19 pandemic is serious and intention to get\nvaccinated amongst their followers. In addition to that, we have another study\nthat's running simultaneously that’s very similarly designed, but it’s focused\non the HPV vaccination. The study is—the data collection process is complete,\nand we’re right now in our analysis phase, so I don't have the results for you\nfor—on that one, but it’s a similar design.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=53.0,53.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/130","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And then right now, we have a new study that's just getting started focused on\neighteen- to twenty-six-year-olds, non-college. So eighteen- to\ntwenty-six-year-olds who are not in necessarily a place like a university or a\ncollege setting where they would have access to a health clinic. We want to\nunderstand where they get their health information and their perceptions of the\nHPV vaccination. In addition to that, we are also interviewing a series of\nTikTok influencers about their willingness to talk about health issues and the\nHPV vaccine on their TikTok handle. So we’re going to learn a little bit about,\nin that one, this harder-to-reach age group, and we’re going to learn a little\nbit about emerging influencers on TikTok and their roles in health communication.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=53.0,54.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/131","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Got you. So that brings us up a little bit to the present, correct?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=54.0,54.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/132","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes, I think so, we’ve talked about a lot.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=54.0,54.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/133","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Of course. So tell me a little bit about your thoughts about the COVID-19\npandemic and where—because you’re really connected to the public health and\npublic health’s messaging in particular especially on social media. So tell me\nabout what are your thoughts about the pandemic in general about where things\nare going? It’s still ongoing even today even though it definitely feels like a\ndifferent stage than the earlier years. Yes, just tell me about it.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=54.0,54.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/134","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Yes, as I reflect back on this time, there are a couple of things\nthat I think about. The first is that this is—the pandemic has been both a\nterrible experience, but there have been silver linings that have resulted from it.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=54.0,54.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/135","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So, of course, there are in she—the sickness and the death and the mental health\nchallenges and the loneliness and the fear and worry that people have felt.\nThose are all terrible experience that we’ve gone through. But in other ways, I\nthink we have some new appreciation, or at least I hope we have some new\nappreciation for some of those things that we missed during that time. So\nwhether that's being with family and friends again, whether that's realizing how\nlucky we are to do the activities that we once maybe took for granted. There are\ndays when I don’t want to go to yoga, but I make myself to go to yoga because\nthere was a period when I couldn’t go to yoga. I think that the awareness of\npeople's mental health challenges, I think the awareness of the systemic\ninequities that have come to light in a pandemic while those experiences are\nnot—they’re not positive, I am hopeful that the more we talk about these things\nand the more that we are aware of these things, that more can be done to address them.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=54.0,55.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/136","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I really believe that we shouldn’t forget, I think we shouldn’t forget what\nwe’ve been through and what we’ve learned that other people have been through\nfor generations before the pandemic just because we can go to restaurants again\nand just because we don’t have to wear our masks on planes anymore or whatever\nit is. Whatever the thing is that you get to do now again, I really hope we\ndon't lose the memories of this time. Because I think that we are at a point, at\na pivotal point where there is an opportunity to make some big strides, and it\nwill be unfortunate if we don't make the effort to actually make those changes\nand to make them for real, not to make them because they’re in the media right\nnow or they’re getting a lot of attention, but really because we care as a\ncommunity, as a global community and as a nation about all of our people right,\nabout all of our people.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=55.0,56.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/137","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"We are deeply connected to one another even though we are all living our own\nlives, and I just really hope that we recognize that. And while it doesn't feel\nlike that in our communities right now necessarily in our nation, we feel very\ndivided, I think that we need to work towards that. We need to work towards an\nunderstanding that having compassion for one another, caring about the health\nand safety and well-being of our fellow person is paramount. Because their lack\nof success or their inability to thrive impacts us even if it's not in our\nday-to-day. We may not feel it when we go to the grocery store or something, but\nif somebody else is not doing well, we are all—we’re all not doing well. And I\ndon’t think that we could be a nation and move forward successfully if we’re not\ntrying to raise everyone up.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=56.0,57.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/138","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And then I would also acknowledge that one of my other my hopes is that we\nrecognize the importance of public health infrastructure and just how much work\nour public health workforce does. Those people who have toiled under the\nresponse, who have given up their time with their families, who have given up\ntheir own physical and mental health, at times I'm sure, during the pandemic for\nthe sake of others. And that we really recognize the need and the importance of\nthis workforce and that we make some strides to fund it better, train people\nbetter, include more diverse voices at the table to ensure that our public\nhealth policy as we move forward is inclusive and supports all of those things I\njust mentioned about making sure that everyone can thrive, not just some of us.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=57.0,58.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/139","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Great, thank you. So is there anything else that you want to share with us\ntoday that you didn’t touch on?","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=58.0,58.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/140","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: I don’t think so. I just want to thank you again so much for\nhaving me and for letting me share a little bit about my work and my\nexperiences. And just a big thank you to my NORC colleagues, my Burness and TMN\ncolleagues for How Right Now—our collaborations on How Right Now. To the CDC\nFoundation and to CDC for all of the work we've done together over the past\ncouple years but also just all of their efforts to make this world a better\nplace and a healthier place.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=58.0,58.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/141","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Well, thank you so much, Dr. Burke-Garcia.","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=58.0,58.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/142","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"BURKE-GARCIA: Thank you, Heather—","format":"text/plain"},"target":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552#t=58.0,58.0"},{"id":"https://globalhealthchronicles.aviaryplatform.com/collections/2849/collection_resources/134505/file/249552/transcript/69864/annotation/143","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Q: Of 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