The e.diary goes beyond just media consumption – it provides the context of that communication in terms of location, social environment, life activity, mood and people’s activity both before and after the event, therefore allowing TP users to identify and precisely define moments in time. This 2008 example from Wavemaker for their client, the Department of Health, is an outstanding example of how TouchPoints can provide context to the media communication in addition to contributing throughout the whole campaign planning process. In this case: • Defining the ‘at risk’ group through the use of data integration • Finding the potential stroke savers through the power of the e.diary • Using TouchPoints as the basis of the ‘story-telling’ to more deeply engage their partner communication agencies in the campaign.