Elevating the Public Health Conversation: The2x2project.org

Often absent in medicine and public health is the effective translation of research. The 2×2 project aims to inform the public health conversation through timely and effective communication of emerging public health science. Our goal through the 2×2 project is to engage a lay audience who can shape public health conversations. The 2x2 project seeks to cover current and significant public health issues, and to illuminate the public health import of current events across news cycles. Launched in September 2012, the2x2project.org has built a strong consistent readership, primarily of educated, technologically savvy 18-34 year olds. Content, which includes data briefs, expert commentaries, news analyses, long-form pieces, and special features, is published 2-4 times per week on the site. Individual pieces have enjoyed over 10,000 views, and an active and ongoing social media campaign using Twitter and Facebook enhances content reach. A key feature of the 2x2 project is its training program: the Communicating Health and Epidemiology Fellowship (CHEF) trains both scientists and communicators to fulfill the translation mission of the Project. Cohorts of 4 fellows complete a year-long cooperative training program designed to arm them with excellent translational communication, social media (e.g. the 2x2 project fellows and staff live-tweeted the 2013 APHA Annual Meeting), and content production skills. By blending communication skills with scientific expertise in public health and harnessing the power of online tools, innovative training, and content with current relevance, we can become better equipped to elevate the public health conversation, thereby moving forward the field of public health.