A knowledge management project led by the Johns Hopkins Center for Communication Programs (CCP) has been selected as a finalist in the Health-Community Engagement Categories (non profit) for the 3rd Annual Anthem Awards.
Presented by The Webby Awards, The Anthem Awards celebrate purpose and mission-driven work from people, companies, and organizations worldwide. The 3rd annual competition received more than 2,000 entries from 44 countries. One project in each category will receive the first-ever Community Voice award. Voting is open through 11:59 p.m. PST on Thursday, Dec. 21.
This year’s Anthem Awards will be given in categories from health to human and civil rights to sustainability, environment and climate. Among the high-profile finalists: The Daily Show with Trevor Noah, The American Civil Liberties Union (ACLU), World Central Kitchen and Vote.org + Taylor Swift on National Voter Registration Day.
The CCP-led Knowledge SUCCESS project is nominated for its innovative work adapting the traditional “sales funnel,” which describes a customer’s journey from awareness to action, into a new framework called “knowledge marketing.”
Knowledge marketing conceptualizes knowledge and evidence as “products” that meet people’s needs, and designs and promotes these products in a way that ensures people will use them and find them useful enough to recommend to others. For example, the project’s “20 Essential Resources” collections took some of the most relevant resources on the topic and curated them into an interactive webpage. Elements of the page design intentionally pace the reader as they navigate the page.
“These digital marketing tactics are not novel on their own, but they are novel in their application,” says Anne Kott, MSPH, the CCP team lead for the nominated work. “We’ve built a successful strategy that is exceptionally unique within the global health and development field: Our project markets knowledge to other organizations or individuals who then use that knowledge to improve programs and/or services and share that knowledge with others.”
Knowledge SUCCESS is funded by the United States Agency for International Development (USAID) and led by CCP along with a consortium of partners. Its main audience is people working in reproductive health and family planning in USAID priority countries.
“We’re different from other projects in the global health space because our focus is not on services or direct aid, but on knowledge,” says Tara Sullivan, PhD, project director for Knowledge SUCCESS and head of CCP’s knowledge management unit.
Global health programs benefit when new evidence and existing knowledge are incorporated into services. Continuous learning and sharing—and the application of that knowledge to services—leads to health systems that are responsive to patient and population needs through informed practice, higher quality of care, and improved client outcomes.
“We’re thrilled this nomination recognizes CCP’s leadership and the transformative power of knowledge management,” Sullivan says.