Transmedia HOLLYWOOD, HEALTH & SOCIETY • USC ANNENBERG NORMAN LEAR CENTER

Our Work in the Digital Realm

Hollywood, Health & Society is a free, non-profit resource based at the USC Annenberg Norman Lear Center that connects TV creative teams with top health and climate change experts. These services are also available to those producing new media content on television show websites and social media platforms. In fact, we have already built up a substantial portfolio of work in the digital realm. Among other projects, HH&S has: ➻ Parenthood / The Experts Speak Provided experts and coordinated responses for “The Experts Speak” feature on Asperger’s/ASD Coordinated with experts on bioterrorism for on the Parenthood (NBC) website. features on the website and third season DVD of 24 Provided an expert for MTV International’s (FOX). World AIDS Day online “Ask The Doctor” feature. Worked with ABC to develop a Q&A on the General Partnered with Army Wives and Lifetime Televi- Hospital website, answering viewer’s questions about sion on multi-episode storylines dealing with an on-air storyline dealing with HIV. Type 2 diabetes and traumatic brain injuries. New Partnered with Telemundo and the Centers for Dis- media components included informational pages ease Control and Prevention to create health-related, on mylifetime.com and Army Wives-themed show-specific websites for telenovelas (Pecados pages on cdc.gov. Social media included tweets Ajenos, Amarte Así) in both Spanish and English. on @CDCgov, @OfficialArmyWives, and @Real- Coordinated a pro-social, transmedia (television, WendyDavis (star of Army Wives) and a special radio, workshops, Internet) campaign with Sin Senos Facebook page (monitored by the CDC) for fans No Hay Paraíso. to discuss their health issues. Provided hundreds of customized informational Worked with NBC.com to create a special “Ask links appearing on the following websites: the Nurse” Q&A on the official Mercy (NBC) web- • Grey’s Anatomy (ABC) (entire run) site. • House (FOX) (most recent two seasons) Worked with 90210 (CW) to develop on-air • ER (NBC) (last five seasons) storyline dealing with bipolar disorder, a PSA, and • Law & Order: SVU (NBC) special features on the show’s website—all tied • Numb3rs (CBS) together by the show’s narrative. Also coordi- • As the World Turns (CBS) nated with SAMHSA (Substance Abuse and Mental • One Life to Live (ABC) Health Services Administration) and bpkids.org to • The Bold and the Beautiful (CBS) create a special 90210 tie-in page. • The Philanthropist (NBC) Provided health experts for video interviews to • Mercy (NBC) a spin-off website (activatingevolution.org) for • Off the Map (ABC) Heroes (NBC). • Trauma (NBC)

Tracked website traffic data for Numb3rs, Fatal Contact: Bird Flu in America (an ABC Original Movie), Contact Us: For information on transmedia As The World Turns, The Bold and the Beautiful, outreach, please contact us at [email protected], 24 and House. Our research reveals increases—of (800) 283-0676, or visit www.usc.edu/hhs. approximately 300-700%—in the number of users Follow HH&S at www.facebook.com/hollywood- searching for medical topics on a show’s website health and @HollywdHealth. after each health-related episode airs. Transmedia

➻ Parenthood / The Experts Speak / detail of post and link