THE BED IS DEAD: ADDRESSING INDOOR TANNING AMONG TEENS

Transcription

1 THE BED IS DEAD: ADDRESSING INDOOR TANNING AMONG TEENS KRISTIN WEBB, EMSPACE GROUP SARAH LAKE, EMSPACE GROUP DR. DAVE WATTS, DERMATOLOGY SPECIALISTS OF OMAHA IOWA CANCER SUMMIT OCTOBER 22, 2014

2 I am tired of seeing young people die of a preventable cancer. DR. DAVE WATTS

3 THE NEBRASKA CANCER COALITION (NC2) WANTED TO GET THE WORD OUT WITH A SOCIAL MARKETING CAMPAIGN

4

5 NC2 PRESENTED: BACKGROUND

6 NC2 PRESENTED: BACKGROUND SPONSORS/COLLABORATORS

7 NC2 PRESENTED: BACKGROUND SPONSORS/COLLABORATORS OBJECTIVES - CONTEST - WEBSITE

8 NC2 PRESENTED: BACKGROUND SPONSORS/COLLABORATORS OBJECTIVES - CONTEST - WEBSITE TARGET AUDIENCE

9 NC2 PRESENTED: BACKGROUND SPONSORS/COLLABORATORS OBJECTIVES - CONTEST - WEBSITE TARGET AUDIENCE TIME PERIOD

10 NC2 PRESENTED: BACKGROUND SPONSORS/COLLABORATORS OBJECTIVES - CONTEST - WEBSITE TARGET AUDIENCE TIME PERIOD BUDGET

11 NC2 PRESENTED: BACKGROUND SPONSORS/COLLABORATORS OBJECTIVES - CONTEST - WEBSITE TARGET AUDIENCE TIME PERIOD BUDGET EVALUATION PLAN

12 NC2 PRESENTED: BACKGROUND SPONSORS/COLLABORATORS OBJECTIVES - CONTEST - WEBSITE TARGET AUDIENCE TIME PERIOD BUDGET EVALUATION PLAN REQUEST FOR PROPOSAL

13 RESPONSE TO PROPOSAL

14 NC2 Campaign Strategy FACTS Other resources STORIES Parent-focused CHAMPIONS/ PARTNERS PRESENTATIONS AT SCHOOLS TO OUTREACH Champions - Staff - Student Groups PLEDGE Quick Poll Quiz Twitter Prompt Form Capture WEBSITE VIEW OTHERS ENTRIES VIA STATIGRAM CONTEST Share your story Get Involved Incentive INSTAGRAM/TWITTER CHAMPIONS PUSH FOLLOWERS TO WEB AND INSTAGRAM Champions - Influencers - Student Groups - NC2 Member Directory - Spokespeople

15 OUR CAMPAIGN GOAL: EDUCATE NEBRASKA GIRLS AGES 18 AND UNDER, AND THEIR PARENTS, ON THE DANGERS OF INDOOR TANNING.

16 PROTECTING YOUR SKIN IS IN. TANNING IS OUT. THE BED IS DEAD.

17 WHY THE BED IS DEAD

18 ACCESS MEDICAL FACTS AND INFORMATION TAKE THE PLEDGE ENTER THE CONTEST READ REAL-LIFE STORIES

19 TAKE THE PLEDGE HELP US GET THE WORD OUT ABOUT INDOOR TANNING SHOWS YOUR COMMITMENT TO PROTECTING YOUR SKIN INSPIRES OTHERS TO DO THE SAME GOAL: 100 PLEDGES

20 ENTER THE SELFIE CONTEST NEBRASKA TEENS ARE INVITED TO ENTER #THEBEDISDEAD CONTEST SUBMIT SELFIE PHOTO OR VIDEO TO INSTAGRAM OR TWITTER GOAL: 50 CONTEST ENTRIES

21 REAL-LIFE STORIES KASEY DIAGNOSED AT AGE 17 JESSICA DIAGNOSED AT AGE 24 KANDI DIAGNOSED AT AGE 26 OPPORTUNITY FOR FOR THOSE AFFECTED TO SHARE THEIR STORY WITH NC2

22 LEARN MORE MEDICAL INFORMATION FACTS RESOURCES

23 PRESENTATIONS IN PERSON OR VIA WEBINAR NC2 IS AVAILABLE TO PRESENT THE FACTS AND DANGERS OF INDOOR TANNING TO YOUR SCHOOL OR COMMUNITY ORGANIZATION.

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25 WHEN GOING SOCIAL - A NETWORK IS KEY

26 CAMPAIGN CHAMPIONS HAVE ACCESS TO: WEBINAR TO EDUCATE CHAMPIONS AHEAD OF LAUNCH SOCIAL MEDIA PICTURES AND FACTS PREPARED TWEETS POSTERS & FLYERS T-SHIRTS WRISTBANDS PRESS RELEASE POLICY SAMPLES

27 CAMPAIGN CHAMPIONS HAVE ACCESS TO: WEBINAR TO EDUCATE CHAMPIONS AHEAD OF LAUNCH SOCIAL MEDIA PICTURES AND FACTS PREPARED TWEETS POSTERS & FLYERS T-SHIRTS WRISTBANDS PRESS RELEASE POLICY SAMPLES No tan is a safe tan. Any tan is a sign of DNA damage. #thebedisdead Melanoma is the most common cancer for young women. #thebedisdead 30 percent of Nebraska teens report using tanning beds in the last year. #thebedisdead 2.3 million teens tan indoors on the US each year. #thebedisdead FB: Be sure to like Nebraska Cancer Coalition (tag page) for the latest on their anti-indoor tanning campaign, #thebedisdead and visit Twitter: Be sure to for the latest on their anti-indoor tanning campaign, #thebedisdead and visit

28 CAMPAIGN CHAMPIONS HAVE ACCESS TO: WEBINAR TO EDUCATE CHAMPIONS AHEAD OF LAUNCH SOCIAL MEDIA PICTURES AND FACTS PREPARED TWEETS POSTERS & FLYERS T-SHIRTS WRISTBANDS PRESS RELEASE POLICY SAMPLES

29 CAMPAIGN CHAMPIONS HAVE ACCESS TO: WEBINAR TO EDUCATE CHAMPIONS AHEAD OF LAUNCH SOCIAL MEDIA PICTURES AND FACTS PREPARED TWEETS POSTERS & FLYERS T-SHIRTS WRISTBANDS PRESS RELEASE POLICY SAMPLES

30 CAMPAIGN CHAMPIONS HAVE ACCESS TO: WEBINAR TO EDUCATE CHAMPIONS AHEAD OF LAUNCH SOCIAL MEDIA PICTURES AND FACTS PREPARED TWEETS POSTERS & FLYERS T-SHIRTS WRISTBANDS PRESS RELEASE POLICY SAMPLES

31 CAMPAIGN CHAMPIONS HAVE ACCESS TO: WEBINAR TO EDUCATE CHAMPIONS AHEAD OF LAUNCH SOCIAL MEDIA PICTURES AND FACTS PREPARED TWEETS POSTERS & FLYERS T-SHIRTS WRISTBANDS PRESS RELEASE POLICY SAMPLES

32 CAMPAIGN CHAMPIONS HAVE ACCESS TO: WEBINAR TO EDUCATE CHAMPIONS AHEAD OF LAUNCH SOCIAL MEDIA PICTURES AND FACTS PREPARED TWEETS POSTERS & FLYERS T-SHIRTS WRISTBANDS PRESS RELEASE POLICY SAMPLES

33 MEDIA OUTREACH PRESS RELEASE PERSONAL CONTACTS FOLLOW UP

34 MEDIA OUTREACH

35 TRACKING OUR RESULTS GOOGLE ANALYTICS QUICK POLLS THE PLEDGE - FOLLOW-UP SURVEY THE CONTEST MEDIA TRACKING SOCIAL MEDIA TRACKING

36 RESULTS GOAL: 50 CONTEST 51 ENTRIES:

37 RESULTS CONTEST WINNER: EMILY PAWOLL OF TEKAMAH-HERMAN HIGH SCHOOL I DON T TAN BECAUSE I DON T WANT TO BECOME A VICTIM OF MELANOMA. I STAY AWAY FROM TANNING BEDS TO AVOID MY BROTHER TELLING ME, THAT TAN MAKES HER LOOK LIKE A DORITO. I CAN, AND DID, HAVE JUST AS MUCH FUN AT PROM WITHOUT VISITING A TANNING BED FIRST! FOCUS ON YOUR STRENGTHS INSTEAD OF BEING BUMMED ABOUT NOT BEING TAN ENOUGH FOR YOUR LIKING DURING WINTER MONTHS. TAKE A STAND! #TAKETHEPLEDGE #THEBEDISDEAD

38 RESULTS GOAL: 100 PLEDGES: 140

39 RESULTS #THEBEDISDEAD MARCH 31 - MAY 31 MEDIA RECAP #THEBEDISDEAD TOTAL REACH 300, , ,000 0 PRINT CIRCULATION (61,857) BROADCAST IMPRESSIONS (154,903) WEB HITS ON NON-SOCIAL SITES (9,534) SOCIAL MEDIA REACH (313,043)

40 RESULTS #THEBEDISDEAD MARCH 31 - MAY 31 MEDIA RECAP SOCIAL MEDIA STATISTICS THROUGH MAY FACEBOOK FANS (166) TWITTER FOLLOWERS (88) INSTAGRAM FOLLOWERS (52) PLEDGES (140) CONTEST ENTRIES (51)

41 RESULTS #THEBEDISDEAD MARCH 31 - MAY 31 MEDIA RECAP GOOGLE STATISTICS MARCH 31 - MAY 31 TOTAL SESSIONS: 6,103 Total number of sessions within the date range. A session is the period of time a user is actively engaged with your website. TOTAL PAGEVIEWS: 9,713 Pageviews is the total number of pages viewed. Repeated views of a single page are counted. 3,000 2,500 2,000 PAGEVIEWS UNIQUE VIEWS 1,500 1, HOME PAGE 3,092 2,109 STORIES 2,083 1,293 CONTEST 1,771 1,064 PLEDGE 1, FACTS ABOUT

42 PHASE II CONTINUE TO PROMOTE THE PLEDGE GET MORE COMMUNITIES INVOLVED RECRUIT STUDENT CHAMPIONS

43 HELP US SPREAD THE WORD KNOW THE FACTS TAKE THE PLEDGE CONNECT & SHARE ON SOCIAL MEDIA BECOME A CAMPAIGN CHAMPION USE THE ONLINE TOOLKIT

44 QUESTIONS? THANK YOU! KRISTIN WEBB EMSPACEGROUP.COM SARAH LAKE EMSPACEGROUP.COM DAVE WATTS OMAHADERM.COM