(REVIEW ON 'UPRISING', HOW TO BUILD A BRAND - AND CHANGE THE WORLD - BY SPARKING CULTURAL MOVEMENTS, BY SCOTT GOODSON)
In 2003, singer Barry White and comic actor John Ritter died of heart attacks within a few weeks of each other. Their deaths were followed by an extraordinary amount of buzz about “CVD”, or cardiovascular disease, generated on the Net, in the media and in public spaces. This swelled into a full-fledged movement called the “Boomer Coalition”, named after the baby boomer generation that seemed to have got together to fight the cardiovascular disease cause. It was a wonderful thing to have happened, but nobody knew quite how it had been triggered off. Not until Scott Goodson wrote this book recently, and confessed that it had been his doing: he was the one who had triggered that movement, on behalf of his client, Pfizer, which had a range of innovative products for treating CVD, and wanted to raise awareness among the baby boomers, the group that was at the highest risk of the disease.