Scaling Social Norms

Many people believe that “scaling” is the same thing as growing, i.e., making an organization larger. But that’s not what the Robert Wood Johnson Foundation is seeking to do with their investments; they are seeking to create new social norms. When we were asked to produce a series of videos to explain this, Aggregate’s approach was to show what life would be like if these social norms were realized, by visiting locations where the foundation’s investments are already having an impact. And we decided to bring the program officers—those responsible for helping the grant recipients to define and realize their vision—along, taking them outside the walls of the foundation and directly to the people who are benefitting from their support of innovative solutions. We worked with Academy Award nominated filmmaker Sam Green (THE WEATHER UNDERGROUND) on these videos, who partnered with Aggregate’s David Wilson—an award-winning filmmaker himself—to co-direct the spots.