As part of The Human Project’s recruitment strategy, we partnered with Ogilvy and Lonelyleap to produce a video series featuring everyday New Yorkers sharing their stories and their hopes about  how we can come together to build a better New York of the future.

A 90-second hero video introduces and frames the campaign.

A separate suite of 15-second videos focuses on individual stories, from a Manhattan couple whose New York pride inspires them to make their hometown better, to individuals describing challenges with issues like healthcare access, Alzheimer’s, affordable housing, income inequality, and the rising cost of living — 10 reasons why people should “Say Hello” to Human Project recruiters. The series concludes with a rousing charge from a college student and basketball player who likens this moment to the final quarter of a championship game: “If we can pull this off, they’re going to know who we are. Making New York City better is going to make everywhere better.”

Videos will be shared via social media, in community meetings, and through an immersive participant-facing microsite that will go live when the study launches.


In 2017, I led a complete overhaul of the existing Human Project website. We threw out all content and developed a streamlined mobile-friendly platform with messaging to inspire researchers, journalists, funders, and the broad public. The website was framed around our new brand narrative and upgraded to incorporate our beautiful new logo and visual identity, developed in partnership with Ogilvy.

The goal: building trust and enthusiasm about a pioneering research initiative with the potential to solve some of the toughest health and policy challenges we face today.

In addition to the main Human Project website, we are planning a multimedia microsite that will engage and educate prospective participants as they consider whether to join the study.


One of the biggest challenges for The Human Project is persuading 10,000 New Yorkers to share a wide range of their personal data, from medical and financial records to geolocation and metadata generated from moment-to-moment as they go about their daily lives. To achieve that, we need to paint a picture of the better, brighter New York City that might be made possible through the simple act of sharing that data —  most of which is already being collected, bought, and sold without compensation or awareness.

At the same time, prospective participants are undoubtedly wary about the prospect of a data breach. To reassure them, we need to educate participants about the unprecedented steps The Human Project is taking to protect their privacy. Put simply: data security is The Human Project’s top priority, and their information would be far more secure in our database than in any other system where it is already collected and stored.

This document outlines the recruitment and enrollment strategy I devised for The Human Project and the many marketing resources I created to execute it, including the presentation template itself. It encompasses everything from the new visual and narrative identity we developed in partnership with Ogilvy to our planned print and digital advertising campaign and community outreach efforts that are already underway as we test the entire strategy in fall 2017.