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
I am tired of seeing young people die of a preventable cancer. DR. DAVE WATTS
THE NEBRASKA CANCER COALITION (NC2) WANTED TO GET THE WORD OUT WITH A SOCIAL MARKETING CAMPAIGN
NC2 PRESENTED: BACKGROUND
NC2 PRESENTED: BACKGROUND SPONSORS/COLLABORATORS
NC2 PRESENTED: BACKGROUND SPONSORS/COLLABORATORS OBJECTIVES - CONTEST - WEBSITE
NC2 PRESENTED: BACKGROUND SPONSORS/COLLABORATORS OBJECTIVES - CONTEST - WEBSITE TARGET AUDIENCE
NC2 PRESENTED: BACKGROUND SPONSORS/COLLABORATORS OBJECTIVES - CONTEST - WEBSITE TARGET AUDIENCE TIME PERIOD
NC2 PRESENTED: BACKGROUND SPONSORS/COLLABORATORS OBJECTIVES - CONTEST - WEBSITE TARGET AUDIENCE TIME PERIOD BUDGET
NC2 PRESENTED: BACKGROUND SPONSORS/COLLABORATORS OBJECTIVES - CONTEST - WEBSITE TARGET AUDIENCE TIME PERIOD BUDGET EVALUATION PLAN
NC2 PRESENTED: BACKGROUND SPONSORS/COLLABORATORS OBJECTIVES - CONTEST - WEBSITE TARGET AUDIENCE TIME PERIOD BUDGET EVALUATION PLAN REQUEST FOR PROPOSAL
RESPONSE TO PROPOSAL
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
OUR CAMPAIGN GOAL: EDUCATE NEBRASKA GIRLS AGES 18 AND UNDER, AND THEIR PARENTS, ON THE DANGERS OF INDOOR TANNING.
PROTECTING YOUR SKIN IS IN. TANNING IS OUT. THE BED IS DEAD.
WHY THE BED IS DEAD
WWW.THEBEDISDEAD.ORG ACCESS MEDICAL FACTS AND INFORMATION TAKE THE PLEDGE ENTER THE CONTEST READ REAL-LIFE STORIES
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
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
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
LEARN MORE MEDICAL INFORMATION FACTS RESOURCES
PRESENTATIONS IN PERSON OR VIA WEBINAR NC2 IS AVAILABLE TO PRESENT THE FACTS AND DANGERS OF INDOOR TANNING TO YOUR SCHOOL OR COMMUNITY ORGANIZATION.
WHEN GOING SOCIAL - A NETWORK IS KEY
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
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. http://bit.ly/1jsci0z #thebedisdead Melanoma is the most common cancer for young women. http://bit.ly/1jsci0z #thebedisdead 30 percent of Nebraska teens report using tanning beds in the last year. http://bit.ly/1jsci0z #thebedisdead 2.3 million teens tan indoors on the US each year. http://bit.ly/1jsci0z #thebedisdead FB: Be sure to like Nebraska Cancer Coalition (tag page) for the latest on their anti-indoor tanning campaign, #thebedisdead and visit www.thebedisdead.org! Twitter: Be sure to follow @NebCancer for the latest on their anti-indoor tanning campaign, #thebedisdead and visit www.thebedisdead.org!
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
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
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
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
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
MEDIA OUTREACH PRESS RELEASE PERSONAL CONTACTS FOLLOW UP
MEDIA OUTREACH
TRACKING OUR RESULTS GOOGLE ANALYTICS QUICK POLLS THE PLEDGE - EMAIL FOLLOW-UP SURVEY THE CONTEST MEDIA TRACKING SOCIAL MEDIA TRACKING
RESULTS GOAL: 50 CONTEST 51 ENTRIES:
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
RESULTS GOAL: 100 PLEDGES: 140
RESULTS #THEBEDISDEAD MARCH 31 - MAY 31 MEDIA RECAP #THEBEDISDEAD TOTAL REACH 300,000 200,000 100,000 0 PRINT CIRCULATION (61,857) BROADCAST IMPRESSIONS (154,903) WEB HITS ON NON-SOCIAL SITES (9,534) SOCIAL MEDIA REACH (313,043)
RESULTS #THEBEDISDEAD MARCH 31 - MAY 31 MEDIA RECAP SOCIAL MEDIA STATISTICS THROUGH MAY 31 200 150 100 50 0 FACEBOOK FANS (166) TWITTER FOLLOWERS (88) INSTAGRAM FOLLOWERS (52) PLEDGES (140) CONTEST ENTRIES (51)
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 1,000 500 0 HOME PAGE 3,092 2,109 STORIES 2,083 1,293 CONTEST 1,771 1,064 PLEDGE 1,282 709 FACTS 802 493 ABOUT 683 435
PHASE II CONTINUE TO PROMOTE THE PLEDGE GET MORE COMMUNITIES INVOLVED RECRUIT STUDENT CHAMPIONS
HELP US SPREAD THE WORD KNOW THE FACTS TAKE THE PLEDGE CONNECT & SHARE ON SOCIAL MEDIA BECOME A CAMPAIGN CHAMPION USE THE ONLINE TOOLKIT
QUESTIONS? THANK YOU! KRISTIN WEBB KRISTIN @ EMSPACEGROUP.COM SARAH LAKE SARAH @ EMSPACEGROUP.COM DAVE WATTS DWATTS @ OMAHADERM.COM