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Case Study

Hollywood, Health & Society, USC Annenberg Norman Lear Center

Hollywood, Health & Society, a program of the USC Annenberg Norman Lear Center, is a one-stop-shop for television writers, producers and others in search of credible information on a wide range of public health topics, including free consultations and briefings with experts. Funded by the Centers for Disease Control and Prevention, The California Endowment, The Bill & Melinda Gates Foundation, National Institutes for Health and the Health Resources and Services Administration, Hollywood, Health & Society, is based at the USC Annenberg School’s Norman Lear Center. BCC was retained by HH&S to promote to the Washington press an event called “Global Health in Lights: Hollywood’s Master Storytellers & Stars Highlight Global Health in Entertainment” held on the Hill. Panelists included actor Mariska Hargitay and Executive Producer Dr. Neal Baer, both of Law & Order: SVU (NBC). They were joined by Sally Canfield, Senior Program Officer from the Bill & Melinda Gates Foundation. Serving as honorary co-hosts were Chairman Howard Berman (D-CA) and Ileana Ros-Lehtinen (R-FL) of the House Foreign Affairs Committee.

Our activities included writing, producing and distributing all press materials, developing story angles, pitching reporters, arranging and managing all on-camera, print and radio interviews with HH&S panelists and spokespeople, overseeing all press at the event, and conducting follow-up with reporters and photographers after the event. Media coverage, both before and after the event, was extensive in the Washington area. Stories appeared in the Washington Post Style Section, Politico, Roll Call, FishbowlDC, CBSNew.com, and the Wall Street Journal Washington Wire blog, and many other outlets around the country as well.