|By Business Wire
|January 23, 2013 03:40 PM EST
Insert after 'Ellen Goodman' in the second graph, first sentence and the
tenth graph, first sentence: “...and launched in collaboration with the
Institute for Healthcare Improvement (IHI),...”
The corrected release reads:
RACEPOINT GROUP AND DIGITAL INFLUENCE GROUP PARTNER WITH THE
CONVERSATION PROJECT TO TAKE END-OF-LIFE WISHES TO THE NATIONAL STAGE
Sister agencies launch a social movement to change the way
Americans discuss dying
In the Summer of 2012 public relations agency Racepoint
Group and digital marketing agency Digital
Influence Group helped to launch The
Conversation Project, a social movement dedicated to ensuring every
person’s end-of-life wishes are expressed and respected. The sister
agencies, wholly-owned by W2
Group, Inc., worked collaboratively with The Conversation Project
team to create a program that would integrate the best of digital,
social and traditional media to provide consumers with the content,
tools and resources needed to help them have “the conversation” with
their loved ones.
Founded by Pulitzer Prize winning columnist, Ellen
Goodman, and launched in collaboration with the Institute
for Healthcare Improvement (IHI), The Conversation Project started
with the audacious goal of improving the end of life experience and to
help families prepare for and cope with difficult decisions. Starting
from the ground up, the agencies set out to help The Conversation
Project affect social change by building national awareness about the
need to get the family around the kitchen table and talk about this
critical issue before its too late.
“We found a partner able to take our passion and vision, work with us
collaboratively and create a web presence, a traditional and social
media campaign to formally kick off our social movement,” said Ellen
Goodman. “The success of our year has been beyond our expectation,
particularly when you think about the deeply held feelings and emotions
about a subject as deep as end of life."
The agencies built The Conversation Project brand by creating a
welcoming, honest and non-intimidating program that would engage,
educate and activate consumers around the statement “I want mine to be…”
Digital Influence Group created a social destination – http://theconversationproject.org/
– that encourages visitors to share their end-of-life wishes and
personal stories, browse others’ stories and discover actionable
conversation starters using the “Starter Kit”. Racepoint Group and
Digital Influence Group developed a comprehensive social and traditional
media program to amplify the program’s messages, raise awareness across
national media outlets and fuel social sharing and discussion, thereby
getting the conversation started.
“Few opportunities are as profound and important as The Conversation
Project. Our immediate reactions and discussions around initial campaign
ideas continue to stir and challenge each of our thinking on the
inevitable experience of mortality,” said Larry Weber, chairman of
Racepoint Group and Digital Influence Group. “We are all part of the
target audience and fully appreciate the overall power this campaign has
already had. We’re all proud to be able to be part of something so
This unique collaboration allowed for a hugely successful launch of The
Conversation Project’s cornerstone, The Conversation Project website.
Since the August 15 launch, there have been more than 60,000 unique
website visitors, more than 25,000 “Starter Kit” downloads and
significant media attention from the likes of: AARP, The Boston Globe,
The San Francisco Chronicle, Forbes, The New York Times, CNN
and NPR. In addition, The
Conversation Project partnered with ABC World News to further share
this message via World News Tonight with Diane Sawyer.
Leading global brands have partnered with the Racepoint Group and
Digital Influence Group combination to leverage the power of fully
integrated communications and digital activation through PR and social.
The agencies jointly deliver breakthrough programs that deliver on the
key objectives of: increasing awareness and consideration, fostering
dialogue, and creating value-added content to enable clients to build
deeper relationships with target audiences. Each has in common a goal of
transforming thinking and behavior by creating conversations and
relationships, leveraging the most powerful assets on the Web.
About Racepoint Group
Racepoint Group is a global
communications firm at the intersection of influence and action. Our
seasoned professionals have harnessed the power of print, broadcast,
social media and stakeholder management to build communities, drive
brand and make our clients leaders. Our counsel is built on
research-driven insights to help create and execute nimble campaigns
that advance your brand and engage your audiences. Our exploratory
nature, work ethic and core competencies in digital marketing, strategic
planning, and influencer engagement are reflected in our results. We
embrace your mission as our own through a collaborative work style and
About Digital Influence Group
Influence Group is a full-service digital marketing agency with
social media at the core. Digital Influence Group helps companies unlock
the social potential of their brands and amplify its impact to drive
business results. Using social platforms, value-added content and
partnerships, Digital Influence Group cultivates rich, in-market
programs that build stronger emotional connections and deeper engagement
with our clients’ brands. For more information, visit www.digitalinfluencegroup.com or
contact us on Twitter @diginfgrp or
on Facebook at www.facebook.com/DigitalInfluence.
About The Conversation Project
Conversation Project, co-founded by Pulitzer Prize winner Ellen
Goodman and launched in collaboration with the Institute for Healthcare
Improvement (IHI), is a public engagement campaign with a goal that is
both simple and transformative: to have every person’s end-of-life
wishes expressed and respected. Too many people die in a manner they
would not choose, so The Conversation Project offers people the tools,
guidance and resources they need to begin talking with their loved ones,
around the kitchen table, about their wishes and preferences. Have you
had the conversation? Learn more at: www.theconversationproject.org.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20130123005148/en/
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