Case Study

Sparking a National Dialogue on Under-Reporting of Killings by Police

Elevating leadership of the Institute for Health Metrics and Evaluation (IHME)

Summary

Develop and implement the launch of a groundbreaking study by IHME on killings at the hands of police in the U.S. that revealed a disproportionate impact on Black Americans and vast underreporting – as a strategy to improve reporting and influence policy change addressing a major public health and civil rights issue.


Insight

While high-profile police killings of Black people have drawn worldwide attention, the magnitude of the problem cannot be fully understood or addressed without reliable data from a trusted source.


Execution

M Booth Health crafted and implemented the strategic launch of a major study by the Institute for Health Metrics and Evaluation (IHME) that provides a comprehensive look at the scope of police violence in America. The initiative targeted influential journalists and activists with the credibility and influence to catalyze conversation and action to address the crisis.

  • Wrote compelling messages to spark high-level media interest and establish IHME as a trusted resource for data on police violence in America
  • Developed media strategy and spearheaded targeted outreach to top-tier, local, policy, and multicultural outlets and influencers
  • Provided strategic counsel on potential criticisms related to the study

Impact

  • Major influencers, including political commentator Bill Maher, op-ed columnist Charles Blow, civil rights activists Maya Wiley, Al Sharpton, and Rashad Robinson, and author and anti-racist activist Ibram X. Kendi, openly discussed the implications of the study – sparking a national dialogue and demanding policy change to account for and reduce violence at the hands of law enforcement.
  • Study content reached and engaged 62 million Twitter users in a dialogue about the true toll of police killings in America.
  • Media coverage spanned virtually every top-tier, agenda-setting outlet in the U.S., including a front page story in The New York Times, The Washington Post, USA Today, ABC News, CBS News, NPR, MSNBC, CNN, The Hill, and Newsweek – directly reaching policymakers and generating over 330 million impressions that documented the crisis and actions needed to address it.