LESSONS LEARNED WHAT HAVE WE LEARNED FROM PAST

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LESSONS LEARNED: WHAT HAVE WE LEARNED FROM PAST PUBLIC HEALTH COMMUNICATIONS SUCCESS STORIES? Tony

LESSONS LEARNED: WHAT HAVE WE LEARNED FROM PAST PUBLIC HEALTH COMMUNICATIONS SUCCESS STORIES? Tony Foleno Senior Vice President, Strategy & Evaluation, Ad Council President, Society for Health Communication 5 th International EAO CRC Symposium May 2, 2019 1

QUESTION: HOW CAN WE HARNESS THE POWER OF MEDIA, MARKETING & TECH TO ADVANCE

QUESTION: HOW CAN WE HARNESS THE POWER OF MEDIA, MARKETING & TECH TO ADVANCE OUR OBJECTIVES? 2

Mission Identify a select number of significant public issues and stimulate action on those

Mission Identify a select number of significant public issues and stimulate action on those issues through communications programs that make a measurable difference in our society.

INTEGRATED, MULTI-DISCIPLINE PROCESS Data & insights infuse the entire process. 4

INTEGRATED, MULTI-DISCIPLINE PROCESS Data & insights infuse the entire process. 4

We have our work cut out for us • Media fragmentation • Message clutter

We have our work cut out for us • Media fragmentation • Message clutter • Competition for donated media • The need for focus & clarity • Logic vs. emotion Smart planning helps us navigate these waters

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CAMPAIGN EVALUATION FRAMEWORK Donated, earned, owned, shared media Exposure Awareness Engagement Impact Issue and

CAMPAIGN EVALUATION FRAMEWORK Donated, earned, owned, shared media Exposure Awareness Engagement Impact Issue and campaign awareness Digital, social & website analytics Behavior change 7

What Works Research, Research Measurable Objectives A Big, Single-Minded Idea A Clear Call-to-Action Creative

What Works Research, Research Measurable Objectives A Big, Single-Minded Idea A Clear Call-to-Action Creative Excellence – Don’t Settle! Relevance & Emotion A Media Mix That Is Both Broad and Deep Social Utility …and, of course, puppies.

Campaign Overview The Issue Black women in America are dying of breast cancer at

Campaign Overview The Issue Black women in America are dying of breast cancer at rates 40% higher than white women. They are more likely to be diagnosed at later stages with more aggressive forms of the disease. Objective Help achieve health equity by educating and inspiring black women to understand their risk. Engage women with information and tools that can promote early detection. Target Black women, 30 -45 years old (halo ages 45 -55). Call to Action Go to Know. Your. Girls. org for the facts you need on breast health. 10

Our Strategic Imperative Shift her mindset from one of fear around breast cancer to

Our Strategic Imperative Shift her mindset from one of fear around breast cancer to empowerment around her breast health.

360° Campaign Video Print & Outdoor Radio Local activation Digital Social

360° Campaign Video Print & Outdoor Radio Local activation Digital Social

Results: May 2018 – March 2019 $18 MM Donated/earned media 45% 473 MM Media

Results: May 2018 – March 2019 $18 MM Donated/earned media 45% 473 MM Media impressions 10% 15% Campaign awareness (net) Visited a website for info about breast health 25% 29% 26% 29% Discussed breast health with family & friends Talked to their doctor about their risk

THANK YOU Tony Foleno SVP, Strategy & Evaluation tfoleno@adcouncil. org 15

THANK YOU Tony Foleno SVP, Strategy & Evaluation tfoleno@adcouncil. org 15

DBA LESSONS LEARNED Ten Lessons I Have LearnedDBA LESSONS LEARNED Ten Lessons I Have Learned
PAST CONTINUOUS Past Continuous Past Simple Past ContinuousPAST CONTINUOUS Past Continuous Past Simple Past Continuous
PAST SIMPLE PAST CONTINUOUS PAST PERFECT PAST SIMPLEPAST SIMPLE PAST CONTINUOUS PAST PERFECT PAST SIMPLE
Past Tenses Past Simple Past Perfect Past ContinuousPast Tenses Past Simple Past Perfect Past Continuous
Past Tenses Simple Past Past continuous and PastPast Tenses Simple Past Past continuous and Past
PAST SIMPLE Vs PAST CONTINUOUS PAST SIMPLE PASTPAST SIMPLE Vs PAST CONTINUOUS PAST SIMPLE PAST
PAST SIMPLE AND PAST CONTINUOUS PAST SIMPLE PastPAST SIMPLE AND PAST CONTINUOUS PAST SIMPLE Past
PAST TENSES PAST SIMPLE PAST CONTINUOUS AND PASTPAST TENSES PAST SIMPLE PAST CONTINUOUS AND PAST
LDC Lessons Learned The Coaching Perspective Lessons LearnedLDC Lessons Learned The Coaching Perspective Lessons Learned
Lessons learned about lessons learned about hunger andLessons learned about lessons learned about hunger and
Lessons Learned from Science Society Survival Lessons LearnedLessons Learned from Science Society Survival Lessons Learned
Lessons Learned Process A Strawman Lessons Learned PurposeLessons Learned Process A Strawman Lessons Learned Purpose
Lessons Learned October 2017 Cameron Dewey Lessons LearnedLessons Learned October 2017 Cameron Dewey Lessons Learned
Lessons learned writing exploits LESSONS LEARNED WRITING EXPLOITSLessons learned writing exploits LESSONS LEARNED WRITING EXPLOITS