1. Mobilizing for Better Care Cecili Thompson Williams Outreach Director, Campaign for Better Care National Partnership for Women & Families cwilliams@nationalpartnership.org

2. Campaign for Better Care Multi-year, multi-faceted consumer advocacy campaign Led by the National Partnership for Women & Families Funded by The Atlantic Philanthropies

3. Goals Make improvements in the health care system so that it delivers high quality, comprehensive and coordinated care, especially for vulnerable older adults with multiple chronic conditions. Build a strong, independent and lasting consumer voice for better health care, by mobilizing consumer advocates, older adults and their families.

4. Who Are We Mobilizing ~Caregivers/Family/Friends –Baby Boomer Caregivers, approximately ages 45- 63 (depending on source) –Older Adult Caregivers, ages 65+ –Student/Young Professional Caregivers ~Patients/Consumers –Older Americans –Baby Boomers ~Grasstops Advocates ~Non-caregiver activists ~Providers

5. Is Our Audience Online? ~As of January 2009, our primary target audience (baby boomers and older adults) represented 46% of all internet users. ~“Instant messaging, social networking, and blogging have gained ground as communications tools.” [i] [i] ~Older generations are the most likely to use the internet for health information research. ~Our target audience is the fastest growing demographic on Facebook. [ii] [ii] [i][i] Generations Online in 2009, Pew Internet & American Life Project, p. 2. [ii][ii] Facebook's Social Ads Platform as reported by istrategylabs.com

6. Mobilizing Philosophy Meet our audience where they are Provide action opportunities which engage and challenge members on and offline Educate the public to expand our base of support

7. Strategic Use of Tech Grassroots Organizing Allows for a farther reach The “point and click” Conversion actions Ever-growing menu of tools

8. Social Media and Online Tools Widgets Strategic Use of Tech

9. www.campaignforbettercare.org Overall Feel of Community from a Trusted Source Website Structure

10. Strategic Use of Tech Volunteer program management Robust databases Metric Analysis Action reporting

11. Strategic Use of Tech Capacity Development Hugely challenging Variety of avenues Online training Supplemental resourcing TIP: Use each action as a skill-building opportunity

12. Challenges Value-adding Reaching the non-tech savvy with an online campaign Staying on the cutting edge

13. Lessons Learned and Recommendations Make it personal Make it manageable Don’t be afraid to fail

14. There is a better way. Join us! To sign up: www.CampaignforBetterCare.org