CHAPTER 1

A New Source of Big Data

We can only see a short distance ahead, but we can see plenty there that needs to be done.

Alan Turing

Protecting Health, Saving Lives—Millions at a Time

Mission of the Johns Hopkins Bloomberg School of Public Health

You’ve likely seen a public health awareness campaign. Perhaps you’ve seen an advertisement from New York Health (the Department of Health and Mental Hygiene) on the subway warning about the dangers of synthetic drugs. Maybe you’ve seen a billboard in Baltimore warning that children with influenza should stay home from school. You may have seen a social media advertisement from Los Angeles’s “Break Up With Tobacco” campaign.

These are just some of the advertisements you may come across as part of ...

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