OBJECTIVE:
Raise social consciousness about colorectal cancer to increase screenings for this preventable cancer and saves lives.
STRATEGY:
Go where the people are capitalize on their existing on-line community, build partnerships, and expanding it to reach full potential. To do this we established launch and signature events in select markets like; #1Mil Strong Kick-off event March 1st in NYC and the Call on Congress Celebration Dinner March 20th in D.C.
Walk the walk identify champions with personal connections to the disease in cities’ across the country, disseminate materials with local colorectal cancer groups across the country and feature genuine stories to foster a deeper connection with the target audience in each local market.
Empower the impassioned enable advocates to become evangelists of the program by giving them an opportunity to give and receive hope via online community, comments and site participation
TV/Video PSA Production
We secured celebrity ambassadors like Peter “Kid Chocolate” Quillin, the WBO Middleweight Boxing Champion of the World; Charles Kelley of Country Music Group, Lady Antebellum; KC Royal World Series Champion/Hall of Famer Frank White; various players from the Tennessee Titans NFL team and many others professional athletes to appear in a series of PSA’s we developed that premiered at the signature kick-off event we produced in NYC on Times Sq. March 1st. 2013.
National PSA’s
Spokesperson Interviews
Media Coverage Overview (snap shot not comprehensive) Received the PRWeek Exceptional Public Relations Campaign recognition and multi-category nominations for Best Multicultural, Print, TV, and Digital Branded Campaign from the Multicultural National Health Conference in DC
To date the campaign has received more than $3.5 Million dollars of publicity value based on advertising equivalency and raised over $350,000 in corporate sponsorships to underwrite campaign cost. Agency direct probono contributions by way of direct labor cost was $95,000.00.
Media Hits
1. Secured 220 Unique Story placements in Print/Online in various local markets including KC Magazine and nationally ESPN.com, NY Times and USA Today. USA Today / ABCNews / ESPN / Good Morning America
2. Secured 60 Unique TV appearances in various markets including 6 Fox Features (3 on Memphis WHBQ-Fox13, 1 Nashville WZTV-Fox 17, 2 Kansas City WDAF-KC4) and national Good Morning America and ABC News.
749k impressions on FaceBook during month of March (Facebook ads posted on – - timeline)
Gained over 4,000 new fans to the fan page during month of March (doubled – now 8616) and 1168 were added on March 1st, the day of the kickoff event in NYC
Increased Twitter followers 1115 to 2491
#1MilStrong hashtag had exposure of reaching 371,280 people the day of the event coming from 351 tweets including tweets from Good Morning Americas Sam Champion, WBO Middleweight Boxing champ Peter “Kid Cholocate” Quillin and Grammy Award-winning Country Music Group, Lady Antebellum.
- Secured an appearance at NASDAQ opening ceremony, ESPN, Fox and Good Morning America
- Over 500 people walked through the Super Colon / Over 600 pledges to 1MilStrong
- THOUSANDS of flyers, hats, t-shirts, bags and stickers promoting 1MilStrong and colorectal cancer awareness went out among New York City
