National Quality Forum – The Care We Need

Key Tactics

Behavior Change Campaign, Microsite and Content Development & Integrated Strategic Communications


The National Quality Forum (NQF), a national trade association of health care payors and providers, released an important proprietary report in July 2020 titled, “The Care We Need: Driving Better Health Outcomes for People and Communities.”

“The Care We Need” highlights the stories of real people and details actionable recommendations and strategies to drive change. The Task Force calls on private and public sector leaders to embrace the recommendations to make sure care is high value for every person, every time, everywhere by 2030NQF needed to build interest, grow readership, and increase downloads of its report 4 months into the COVID-19 pandemic. To drive behavior change, Proof needed to drive awareness through a robust campaign.


After doing the research, Proof conducted a robust earned and paid digital media campaign. Proof recommended and developed a dedicated The Care We Need microsite for the initiative and developed content across all channels. To further increase the report’s visibility, Proof conducted targeted embargoed pitching, took advantage of COVID newsjacking opportunities, and developed an organic and paid social media strategy.


  • Secured 116 media mentions
  • The Care We Need microsite outperformed the industry average:
    • Total Users: 4,270
    • Average Time on Page: 20 minutes, 12 seconds
    • Total Downloads of Report: 1,976

The Care We Need

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