National Institutes of Health – NIH
Mobile experience marketing engages one million people across America in biomedical research.
Connecting with any audience in a meaningful way requires understanding their needs and reaching them on their terms. That’s precisely the challenge the National Institutes of Health presented to us: Span race, ethnicity, geography and language to educate communities about biomedical research.
To achieve NIH’s goal, Montage transformed a 40-foot trailer into an interactive, multilingual mobile exhibit. The vehicle crisscrosses the country for 44 weeks per year to introduce people to precision medicine in their own backyard. Popping up at regional fairs and festivals, hometown healthcare centers, local libraries and universities, the trailer’s onboard engagements build awareness and excitement about the All of Us Research Program – a landmark effort to collect health data from more than one million people across America.
Montage oversaw the experiential design and fabrication of the mobile vehicle, accounting for audiences’ diverse backgrounds, abilities, and digital proficiencies. The same attention is applied in managing day-to-day operations. Montage handles all scheduling and staffing, collaborating with community partners and making modifications ahead of each stop on the All of Us Journey. And we’re always improving. We gather and apply ethnographic data collected on board to evolve existing experiences and introduce new engagements.
Since August 2017, the All of Us Journey has traveled two million miles to 150 different markets nationwide. We’ve hosted more than 40,000 quality conversations and 16,000 onboard engagements, yielding 3,500 new accounts for the All of Us Research Program. And the Journey continues…in a community near you.