Page 1


Jenna Wernovsky Jamie White Sarah Warner Ariel Brown


campaign overview campaign timeline testicular cancer research

RESE

ARCH

hCG information

focus groups

Men始s Health research creative strategy statement Under Armour

PART

NERS

table of contents

Tough Mudder Dick始s Sporting Goods


CREA ELEM TIVE ENTS

logo & tagline brand elements The Man Exam & components Tough Mudder & components Dick始s promotion partner social media shower cards & brochure guerilla tactics online advertising magazine advertising outdoor advertising budget breakdown

table of contents


logo & tagline

research

partners

advertising

public relations

Our logo is strategically shaped to reinforce the importance of our slogan, “keepʼem both!” We chose these colors because our target audience is more likely to respond to the masculine and rugged image of our brand.

Our research led us to the understanding that our target audience is embarrassed to discuss their lack of knowledge about testicular cancer.

We partnered with three prominent companies to execute our campaign. By working with Under Armour, Tough Mudder and Dickʼs Sporting Goods we can reach a large segment of our target audience.

We are utilizing web, print, outdoor, social media and guerilla tactics to extend our messaging.

We are enhancing our visibility through the use of press releases, media advisories, pitch letters and a fact sheet. These will be distributed to a diverse network of media outlets.

campaign elements


February

March

01: Send out umbrella press release 01: Website goes live 07: Billboards premiere 15: Send pitch letter to Men始s Health 28: Magazine ads run in Men始s Health 01: Online banner ads begin 05: Distribute Tough Mudder posters to gyms 07: Activate social media partnerships 09: Guerilla marketing tactics begin 24: Dick始s Day press release goes out

April

01: Under Armour promotion in Dick始s stores 12: Distribute Tough Mudder media advisory 13: Tough Mudder event in Las Vegas, Nevada

May

18: Tough Mudder event in Chicago, Illinois

June

22: Tough Mudder event in Los Angeles, California 29: Tough Mudder event in Brooklyn, Michigan

campaign timeline


RESE

ARCH


Testicular Cancer Testicular cancer is a cancer that can start in one or both testicles. Caused by a testicle that has not dropped, a genetic problem or family history, testicular cancer is a growing health concern for young men. There are three main types of testicular tumors. The ďŹ rst type is known as germ cell tumors, and makes up nine out of 10 cancers of the testicles. Germ cell tumors start in the cells that make the sperm. The second type is known as the stromal tumors, which start in the cells that make hormones as well as the cells that support those which produce sperm. Lastly is the secondary testicular tumor, which is a form of cancer that has spread to the testicles from other parts of the body. Rising among Americans today, testicular cancer is found mostly in young males between the ages of 20 to 34 years old. Occurring mostly in white males, it is essential for men to be aware of what testicular cancer is. There are many men who lack the knowledge and are embarrassed to discuss their health with a doctor. The Man Exam has done research to focus in on a target audience that needs higher awareness and more health-conscious males, especially in regards to testicular cancer.


hCG Hormone While conducting research, an interesting article was found from CNN Health that explained home pregnancy tests have the ability to detect testicular cancer. According to the American Cancer Society, home pregnancy tests detect the hormone beta human chorionic gonadotropin, also known as hCG. Cells of a women’s placenta produce this hormone while she is pregnant. Remarkably, there are very few things in one’s body that produce this hormone. Testicular cancer is one of them. In this case, a teenage boy took a home pregnancy test as a joke. When he obtained a positive result he posted the result on a popular social news website, Reddit. Commentators advised him he needed to speak with his doctor because the positive result indicated testicular cancer. He went to his doctor shortly after and was diagnosed with testicular cancer. While only a minor amount of men with testicular cancer produce high enough hCG levels for a pregnancy test to detect, there is still a strong chance it will occur.


Pfizer Background Pfizer, the company behind big-named drugs such as Lipitor, Celebrex and Viagra, is expanding into another avenue. After conducting thorough research discovering the correlation between a home pregnancy test and testicular cancer detection, the company believes strongly in enabling increased awareness regarding the disease. The company is currently on the cancer market, producing numerous drugs for several types of cancer and alleviating chemotherapy side effects. Thus, introducing a product to detect testicular cancer in the privacy of a man’s home came organically for Pfizer. The purpose of Pfizer entering this market is to kick off awareness of testicular cancer by providing a simple way for men to check themselves as often as the man feels necessary. The company would like men to be lifelong customers and reach the age where they need that male-enhancement drug the company manufactures. Pfizer is aware of and wants the public to understand testicular cancer is highly curable when detected early.


Focus Group Methodology During our research, we interviewed 50 males regarding their knowledge of testicular cancer. Our participants were between the ages of 19 to 34 years old. We decided to stay in this target age group because it is the most affected by testicular cancer. Most of our participants were also Caucasian males, with a few being Cuban or Puerto Rican. Questions that were asked ranged from their knowledge base about testicular cancer to knowing how often they should perform a self-exam. We also inquired about the embarrassing factor of speaking about testicular cancer and if there were an at home test to take in private, would they take it. Summary and Response Overall, it was discovered that there are many men who are unaware of what testicular cancer is and how it could potentially affect them. As a very uncomfortable topic to discuss with our participants, most laughed at some of the questions and decided to make this more of a joking matter. The truth is it is not a joke and many men are unaware of how often they should self-examine or how to examine the correct way. When discussing the potential exam these men could take in the privacy of their own home, 100 percent of the participants said they would take the test as long as it was easy, convenient and they did not have to purchase one in public. Conclusion From our research, we can conclude there are many men who do not know the exact steps to examine themselves to prevent testicular cancer or have much knowledge on the cancer in general. We strongly believe these men would react to a campaign that would be both informative and relatable to them. We have teamed up with several companies that together will perfectly target our audience in a way to keep them informed and wanting to examine themselves to “Keep’em both!”


How much would you say you know about testicular cancer? None/very little Some A lot

4%

38% 56%

Do you know how to perform a self-exam? Yes No Not sure if I'm doing it correctly

24% 38%

38%

Is the conversation about testicular cancer awkward, uncomfortable or embarrassing for you?

38%

40%

22%

Yes No Slightly


Creative Strategy Statement Campaigns will target young, active males and promote early detection of testicular cancer by self-examining or administering home tests. An instructional yet relatable approach to avoid embarrassment will convince them.

Campaign Plan Key Fact: A chance for a man to have testicular cancer in his lifetime is about one in 270. Each year an estimated 350 men die from the disease. If found and treated early, testicular cancer is one of the most curable forms of cancer. Campaign Problem: Many men are embarrassed to talk about testicular cancer with someone. Men are also unaware of how to test themselves or how often they should test themselves for testicular cancer. Campaign Objective: To motivate behavior to check oneself while showcasing Pfizer has the product to do so. Target Consumers: Uninformed Muscle Men, ages 20 to 34, who are embarrassed to speak about their body parts, spend time in the gym and eat healthy. They believe they are immune to any health concerns, and don’t receive regular checkups. Competition: Indirect competition would include male ignorance, embarrassment, and a battle with one’s mind. Key Consumer Benefit: Men who use our in-home exam will feel less embarrassed about testicular cancer while becoming more informed. Support: According to the American Journal of Men’s Health, a 2011 study showed 86 percent of participants are not only willing to receive promotional information but, depending on how that information is presented, will influence their decisions on actually preforming testicular self-exams. Tone Statement: Our campaign will be both relatable and informative. Mandatories and Limitations: Budget -- $4,961,155, logo, slogan, URL.


Target Audience Based on our research ďŹ ndings, The Man Exam has decided to target a group of men between the ages of 20 to 34. These men are unaware of the dangers of testicular cancer or don’t know how to test themselves for testicular cancer. These men tend to be selfconscious when speaking about their body with a doctor. Eating healthy and spending a lot of time in the gym is their priority to make sure they are always looking their best. When asked about their knowledge base of testicular cancer, most responded with little or no knowledge about it. These men who take care of their physical appearance but not necessarily their health are known as, The Uninformed Muscle Men.


Men’s Health Men’s Health magazine is the largest magazine worldwide. As a men’s guide to fitness, health, nutrition and more, the magazine provided a great outlet to not only attempt to pitch our product as an article within the pages of Men’s Health, but also include advertisements about the test. With a total audience of more than 12 million, Men’s Health has an average age of readers between 20 to 40 years old. Rated by these men as one of their favorite publications, Men’s Health has it all. The typical reader can be anywhere from tech-savvy, a natural leader, adventure seeker and explorer, to driven and ambitious, or a trendsetter. Men’s Health audience is consistent with our target audience. They tend to be leaders and in charge of groups, they crave excitement as well as taking risks, doing new things that are different, and they aspire to get ahead. The thing these men are unaware of is their own body parts and what could potentially happen to them. By using Men’s Health to advertise, The Man Exam will reach many readers in the target audience. Men’s Health is able to attract both subscribers as well as those bought on the street as they are the leader on the newsstand. The Man Exam will have much success in generating awareness of testicular cancer.


PART

NERS


Under Armour The first partner of The Man Exam is Under Armour. Under Armour is currently a sponsor of the Tough Mudder races. Therefore, we decided to utilize the already established partnership further. The Man Exam’s purpose is to raise awareness for testicular cancer. We believe a large company like Under Armour, popular among active males between the ages of 20 to 34, will enable that. Under Armour’s mission is to make all athletes better through their passion and relentless pursuit of innovation. That is what we are doing here, by transforming men to try out new things such as testing themselves for testicular cancer to make sure they keep what they have. Under Armour is prominent among athletes everywhere today. Thus, we believe Under Armour is a natural partner for The Man Exam and our target audience, The Uninformed Muscle Men.

Under Armour The first partner of The Man Exam is Under Armour. Under Armour is currently a sponsor of the Tough Mudder races. Therefore, we decided to utilize the already established partnership further. The Man Exam’s purpose is to raise awareness for testicular cancer. We believe a large company like Under Armour, popular among active males between the ages of 20 to 34, will enable that. Under Armour’s mission is to make all athletes better through their passion and relentless pursuit of innovation. That is what we are doing here, by transforming men to try out new things such as testing themselves for testicular cancer to make sure they keep what they


Tough Mudder Races Another partner of The Man Exam is the Tough Mudder races. Tough Mudder races match the target audience of The Man Exam perfectly: 75 percent of the participants are males between the ages of 18 to 35. In 2012 alone, over 375,000 men participated in a Tough Mudder event. These men need to be fit, have the mental endurance to complete the course and be able to overcome the intense obstacles. When participants sign up for the race, there will be an entrance fee of $120. Included in this fee will be the grab bag, which each participant will receive at the end of the race. This fee also includes two Man Exam’s, which is an at-home test for men, similar to a pregnancy test. It detects a hormone testicular cancer carries. This test will be included in the grab bag as well as sent out six months after the participant finished the Tough Mudder race. The grab bag is designed to look like a pair of Under Armour compression shorts. The handles on the bag will look as if the person carrying the bag is grabbing on to the testicular area. Inside of the bag will be a pamphlet of information about our organization and how to perform self-exams. There will also be a pair of Under Armour compression shorts that have the slogan “Keep’em both!” on the inside of the waistband to draw attention to a man’s testicular area.


Dick’s Sporting Goods The final partner is Dick’s Sporting Goods. Dick’s has expanded since its founding in 1984 to become one of the largest sporting goods retailers worldwide. With 600 stores in the United States alone, Dick’s is an excellent way to draw attention to our target audience. “Dick’s Day” will kick off Testicular Cancer Awareness month on April 1. Stores across the nation will give shoppers 15 percent off their purchase of Under Armour clothing. This will incorporate the “Uninformed Muscle Men” target audience along with one of our other sponsors, Under Armour. Shoppers will receive plastic versions of the grab bags that are handed out at the Tough Mudder races. The bags will have website information for The Man Exam as well as a graphic of the Under Armour compression shorts. We are confident this will drive traffic to our website, leading to increased awareness regarding testicular cancer. Once on the website, we believe people will order an exam for themselves or for someone they know.


Doctor’s Offices To make certain men across the country are aware of the risks of testicular cancer, we will be sending out brochures to doctor’s offices. The brochures will explain what exactly The Man Exam is and how to order the testicular cancer tests. The brochure will also provide an in-depth visual description on how to conduct a self-exam. We are also including brochures in doctor’s offices because we believe it will catch the attention of females as well. This will encourage them to provide the information to their loved ones on correctly performing a self-exam.


CAM P A I ELEM GN ENTS


keep’ em both!

logo & tagline


XXII DIRTY ARMY Futura brand elements


PRESS RELEASE

Attention: Assignment Editors/Reporters For immediate release For more information, Contact Sarah Warner (321)-123-7654 Media Director Sarah.Warner@theMANexam.com

New research helps early detection of testicular cancer NEW YORK — (Feb. 28, 2013) — World-renowned pharmaceutical company Pfizer has discovered the hormone used to detect pregnancy is also found in men who may have testicular cancer. Pfizer is launching a new campaign introducing The Man Exam, a test created to help detect testicular cancer. The Man Exam is a simple, self-administered test that functions like a pregnancy test. Through extensive research, Pfizer’s team discovered that men with testicular cancer produce a specific hormone. This is the same hormone women produce when they are pregnant. With this information, the pharmaceutical company, known largely for Viagra, decided to launch a campaign to bring awareness to men at highest risk. Following the creation of The Man Exam, Pfizer strategically placed events throughout the month of April, also Testicular Cancer Awareness Month, to launch awareness of the tests. Teaming with Under Armour, Dick’s Sporting Goods and Tough Mudder half-marathon races, Pfizer is planning to target the demographic at highest risk through the consumers of these products and events. Lead director of The Man Exam campaign, Paul Numan, says, “All partners play an integral role in the release of this campaign. We’ve compiled thorough research to ensure maximization of product awareness through our valued partnerships.” April 1 is the kickoff of The Man Exam campaign. Soon to follow will be the nationwide debut of The Man Exam test. The Man Exam is a product of Pfizer to assist in testicular cancer detection. For more than 150 years, Pfizer has applied science and global resources to improve health at every stage of life. Every day Pfizer colleagues work to advance wellness, prevention, treatments and cures that challenge the most feared diseases of our time. Consistent with its responsibility as the world’s leading biopharmaceutical company, Pfizer also collaborates with health care providers, governments and local communities, to support and expand access to reliable, affordable health care around the world. To learn more about Pfizer’s commitments, please visit www.pfizer.com. For more information about testicular cancer self-exams or how to order The Man Exam, visit www.theMANexam.com. ###


Under Armour is prominent among athletes everywhere today. Thus, we believe Under Armour is a natural partner for The Man Exam and our target audience, The Uninformed Muscle Men.

FACT SHEET

Testicular cancer: Who is at risk?

Testicular cancer is a cancer that can start in one or both testicles in males of any age. Almost half of all cases occur in men between the ages of 20 and 34. Testicular cancer can be treated and usually cured, especially when detected early. Most doctors agree that testicular self-exams should be conducted regularly to detect potential lumps or pain. Men with potential risk factors (listed below) should conduct monthly self-exams. Potential Risks

• • • • • •

Undescended testicle(s). Condition called cryptorchidism, which means that one, or both testicles fail to move into the scrotum before birth. Family history. Men with testicular cancer in their families have a higher risk. Cancer of the other testicle. A man who has had testicular cancer is at higher risk of having it again. About three percent or four percent of men who have been cured of cancer in one testicle will at some time develop cancer in the other testicle. Genetic condition. Particularly, Carcinoma in situ (CIS) of the testicles is an overgrowth of cells that may progress to cancer. This condition does not usually produce a tumor or cause any symptoms. Age. Testicular cancer can affect males of any age, but almost half of cases of are found in men between the ages of 20 and 34. Race and Ethnicity. The risk of testicular cancer among white men is about five times that of black men, and more than three times that of Asian Americans and American Indians. The risk for Latinos falls between that of Asian and white men.

How to Conduct a Self-Exam The best time to conduct a self-exam is during or after a bath or shower, when the skin of the scrotum is relaxed.

• •

Check one testicle at a time. Hold the testicle between your thumbs and fingers of both hands and roll it gently between your fingers. Look and feel. For hard lumps or smooth rounded bumps or any change in the size, shape, or consistency of the testes.

Normal testicles contain blood vessels, supporting tissues and tubes that conduct sperm. It is important for men to know what is normal for them to be able to tell when something feels different. If you have any concerns or notice any changes, consult a physician. It is necessary for men to be aware of what testicular cancer is and who is at risk. There are many men who lack the knowledge and may be embarrassed to discuss their health with a doctor. Research concluded by the American Cancer Society. For more information, Contact Sarah Warner (321)-123-7654 Media Director Sarah.Warner@theMANexam.com


Similar in apperance to a home pregnancy test, The Man Exam detects traces of the hormone hCG, human chorionic gonadotropin. This hormone is what triggers a positive result in a pregnancy test for women. However, hCG is also found in the urine of men who have testicular cancer. The Man Exam is available in a yearly subscription which includes two tests and monthly calendar reminders to perform a self-exam. The tests are shipped to the home of the customer every six months.

The Man Exam


How to :

keep ’em both! WHERE?

In a warm bath or after a hot shower

Test Procedure

Self-Exam

or 5 min

Result Reading Positive

1 2 3

Negative

Invalid

Note: A positive result reading is not always an indication of testicular cancer. It is an indication of the presence of hCG, human chorionic gonadotropin. If you do receive a positive result you should see a doctor. Please be advised that only a licensed physician can diagnose cancer.

WHEN?

At least once a month

Check one testicle at a time. Hold the testicle between your thumbs and fingers and roll it gently between both of both hands. between your fingers. If you notice any of the below symptoms, see a doctor immediately. hard lumps smooth or rounded bumps changes in size, shape or consistency

This instruction sheet will come with each package. It explains how to administer The Man Exam and how to perform a self-exam. We want to emphasize that men should be regularly performing self-exams in addition to using our product. This information is also available on www.theMANexam.com

instructions


Friday

May 23, 2013

May 2013

Perform self-exam

June 2013

Included in the subscription for The Man Exam are monthly reminders that sync with e-mail calendar applications. These reminders will prompt men to perform a monthly self-exam.

calendar reminders


The Man Exam will be shipped in very discreet packaging. This is in order to eliminate any embarrassment and protect the privacy of all of our customers.

shipping


www.theMANexam.com

keep ‘em both!

ABOUT

ORDER

FAQ

SELF EXAM

THE MAN EXAM Similar in appearance to a home pregnancy test, a hormone prevelant in men with testicular cancer. A positive result does not always indicate testicular cancer, but a consult with a licensed physician is highly reccomended.

RESEARCH

SHIPPING

STORIES

Early detection of the hGC hormone is crucial in diagnosis.

Tests are shipped right to your door in discreet packaging.

Steven had no idea he was at risk for testicular cancer.

medical researchers that the same hormone that triggers a positive pregnancy test, hCG, is also an indicator of testicular cancer in men.

shipped on a bi-annual schedule to men who choose to stay informed about testicular cancer. Email reminders will sync with calendar applications to remind them to perform monthly self -exams.

Most men don’t realize they are at risk for testicular cancer until it is too late. On multiple stories and testimonials of men who discovered their cancer early thanks to

PARTNERS

The website for The Man Exam is a resource on information regarding testicular cancer. It not only further educates on the risk factors for testicular cancer, but it goes more in depth into the research behind The Man Exam. Visitors can also order exams to be delivered to their homes and read testimonials from informed customers.

website


Tough Mudder is a half-marathon obstacle course that tests the endurance and athletic ability of Participation has grown exponentially in the past three years, more than quadrupling in attendance. By awareness on testicular cancer and The Man Exam.

Tough Mudder


PRESS RELEASE

Attention: Assignment Editors/ Reporters For immediate release For more information, Contact Sarah Warner (321)-123-7654 Media Director Sarah.Warner@theMANexam.com

Breakthrough research debuts at Tough Mudder in Las Vegas LAS VEGAS — (April 13, 2013) — World-renowned pharmaceutical company Pfizer introduces The Man Exam, a test created to detect testicular cancer, at the Tough Mudder competition in Las Vegas on April 13, 2013. The pharmaceutical company known largely for Viagra is teaming up with athletic apparel company and loyal Tough Mudder sponsor, Under Armour, to bring awareness to the age demographic of men at highest risk for testicular cancer. The Man Exam is an easy-to-use, self-administered test that uniquely enough functions like a pregnancy test. Through in-depth research, it was proven when men have testicular cancer their body produces a specific hormone. A male with testicular cancer produces elevated levels of beta human chronic gonadotropin, also known as hCG. This is the same hormone women produce when they are pregnant. Thus, if a male takes the test and it results in a positive, they should visit their doctor immediately. Through Under Armour’s sponsorship, The Man Exam is able to give two tests to every registrant of the Tough Mudder race in Las Vegas that weekend. One test will be given after the race completion. The second will be sent to participants one month after the race. Paul Numan, lead director of The Man Exam campaign explains, “The age group at highest risk for testicular cancer is the same demographic that are the largest consumers of Under Armour products. Therefore, when The Man Exam extended the invitation for Under Armour to sponsor its product, Under Armour gladly agreed. Under Armour is a current partner and sponsor of Tough Mudder.” Numan and his representatives at Pfizer all agreed the launch of the test with The Man Exam partners would be best fit for April, Testicular Cancer Awareness Month. Registration for the race is $120, which includes a grab bag with one test, Under Armour compression shorts and a pamphlet with information regarding testicular cancer self-exams. To register for the race, visit www.toughmudder.com/events/las-vegas. The Man Exam is a product of Pfizer to assist in testicular cancer detection. For more than 150 years, Pfizer has applied science and global resources to improve health at every stage of life. Every day Pfizer colleagues work to advance wellness, prevention, treatments and cures that challenge the most feared diseases of our time. Consistent with its responsibility as the world’s leading biopharmaceutical company, Pfizer also collaborates with health care providers, governments and local communities, to support and expand access to reliable, affordable health care around the world. To learn more about Pfizer’s commitments, please visit www.pfizer.com. For more information about testicular cancer self-exams or how to order The Man Exam, visit www.theMANexam.com. ###


MEDIA ADVISORY

Attention: Assignment Editors/Reporters For immediate release

Breakthrough research debuts at Tough Mudder in Las Vegas What:

World-renowned pharmaceutical company Pfizer is teaming up with athletic clothing company Under Armour to bring awareness to testicular cancer at the Tough Mudder competition in Las Vegas on April 13, 2013. Pfizer is releasing an at-home test found to detect a hormone in men with testicular cancer and Under Armour is sponsoring the cause. Registration for the race is $120, which includes two Man Exams, Under Armour compression shorts and a pamphlet with information regarding testicular cancer self-exams.

When:

Saturday, April 13, 2013 – Time dependent on registration

Where:

Spicer Ranch 1 Boiling Pot Road Beatty, NV 89003

Who:

Pfizer is the largest research-based pharmaceutical company in the world. Through in-depth research, Pfizer has produced an at-home test for men to help detect testicular cancer called The Man Exam. Pfizer approached Under Armour in the midst of its research to help draw attention to the brand new test, to which Under Armour gladly agreed. Under Armour is a current partner and sponsor of the Tough Mudder half-marathon races. The race in Las Vegas during the month of April, also Testicular Cancer Awareness Month, is the decided kick-off of The Man Exam tests.

Features:

This event is open to the public with a $120 registration fee, which includes:

• • • • Contact:

Two free Man Exams to detect the hormone found in men with testicular cancer. Free pair of Under Armour Compression shorts with Testicular Cancer Awareness month ribbon on waistband. The Man Exam pamphlet with information regarding testicular cancer, how and when to perform self-exams, as well as information to order additional Man Exams. Option to register for monthly self-exam calendar reminders.

Sarah Warner, (321)-123-7654 Media Director, Sarah.Warner@theMANexam.com

The Man Exam is a product of Pfizer to assist in testicular cancer detection. For more than 150 years, Pfizer has applied science and global resources to improve health at every stage of life. Every day Pfizer colleagues work to advance wellness, prevention, treatments and cures that challenge the most feared diseases of our time. Consistent with its responsibility as the world’s leading biopharmaceutical company, Pfizer also collaborates with health care providers, governments and local communities, to support and expand access to reliable, affordable health care around the world. To learn more about Pfizer’s commitments, please visit www.pfizer.com. For more information about testicular cancer self-exams or how to order The Man Exam, visit www.theMANexam.com. ###


5 3 2

1 4

1 2 3

April 13 : Las Vegas, NV

May 18 : Chicago, IL

event map

4 5

June 22 : Los Angeles, CA June 29 : Brooklyn, MI


Register at www.toughmudder.com

APRIL 13 2013 : LAS VEGAS, NEVADA

This is an example of one of the Tough Mudder event posters that we will have distributed in gyms around the country. There will be individual posters for each participating event city. These posters will help to gain interest in the events and recruit participants.

gym posters


MAN EXAM

www.

theMAN

exam.com

keep ‘em both!

THE

The grab bag, given to all race participants, was designed to look like a pair of Under Armour compression shorts. This is an article of clothing that all competing athletes will be familiar with. In addition to our slogan on the sides of the bag, The Man Exam logo and website are located on the back of the bag. The bag is made of a durable material that maintains the shape, even when empty.

grab bag


The grab bag was strategically designed so it appears as if the person holding the bag is literally design will generate media attention and social media buzz.

grab bag


keep ’em both! How to :

keep ’em both! WHERE?

In a warm bath or after a hot shower

Test Procedure

Self -Exam

1 2

or 5 min

Result Reading Positive

3 Negative

Invalid

Note: A positive result reading is not always an indication of Testicular Cancer. It is an indication of the presence of hCG, human chorionic gonadotropin. If you do receive a positive result you should see a doctor. Please be advised that only a licensed physician can diagnose cancer.

WHEN?

At least once a month

Check one testicle at a time. Hold the testicle between your thumbs and fingers of both hands and roll it gently between your fingers. If you notice any of the below symptoms, see a doctor immediately. hard lumps smooth or rounded bumps changes in size, shape or consistency

May 2013

Perform self-exam

June 2013

The grab bag contains four items. First, Under Armour will provide one pair of compression shorts with our slogan embroidered on the inside of the waistband. This will serve as a reminder for race particpants to regularly check themselves for signs of testicular cancer. Also included is The Man Exam with instructional brochure. A second test will be mailed to participants six months after their Tough Mudder event.

grab bag


PRESS RELEASE

Attention: Assignment Editors/ Reporters For immediate release For more information, Contact Sarah Warner (321)-123-7654 Media Director Sarah.Warner@theMANexam.com

Unlikely pair combating testicular cancer NEW YORK — (April 1, 2013) — Pfizer, the pharmaceutical company known mainly for Viagra, is teaming up with athletic apparel company Under Armour to bring awareness to testicular cancer on April 1, 2013. The seemingly unlikely pair has organized a one-day promotion at Dick’s Sporting Goods nationwide. All Under Armour products will be 15 percent off, and special promotional bags will be dispersed with any Under Armour purchase on April 1. Pfizer is releasing an at-home test, called The Man Exam, found to detect a hormone in men with testicular cancer, and Under Armour is sponsoring the cause. The age group at highest risk for testicular cancer is the same demographic that are the largest consumers of Under Armour products. The CEO of Under Armour, Kevin Plank, said, “We’re extremely proud to partner with Pfizer on this ingenious campaign. We’re hoping our existing customers will recognize the importance of testicular cancer awareness and prevention through this product and our new partnership.” The bags were designed to look like a pair of Under Armour compression shorts where the bag handle is strategically placed. This was done to generate interest, and will have nothing but The Man Exam web address printed on it. Once visited, the website will include information about the one-day promotion centered on testicular cancer awareness and prevention. Also included on the site is information about Pfizer’s newest product – The Man Exam. The Man Exam is a product of Pfizer to assist in testicular cancer detection. For more than 150 years, Pfizer has applied science and global resources to improve health at every stage of life. Every day Pfizer colleagues work to advance wellness, prevention, treatments and cures that challenge the most feared diseases of our time. Consistent with its responsibility as the world’s leading biopharmaceutical company, Pfizer also collaborates with health care providers, governments and local communities, to support and expand access to reliable, affordable health care around the world. To learn more about Pfizer’s commitments, please visit www.pfizer.com. For more information about testicular cancer self-exams or how to order The Man Exam, visit www.theMANexam.com. ###


Dick始s promotion


MAN EXAM

www.

theMAN

exam.com

keep ‘em both!

THE

We will supply Dick’s Sporting Goods with a plastic version of the bags that we are usin for our grab bags at the Tough Mudder events. This will help bring attention to our campaign as well as introduce an opportunity to gain media exposure.

Dickʼs bags


15% off all Under Armour Apparel on April 1st

Don’t forget! Stop in to any Dick’s stores on 4/1 to receive 15% off all Under Armour apparel!

Young men are the highest at risk for testicular cancer. Reassure yourself and self-examine. theManexam.com

www.theMANexam.com

350 men died of #testicularcancer last year- 0 died of embarrassment. Go to www.theMANexam.com to test yourself in privacy of your own home.

We know a lot of you are in need of some new gear to get you through the next Tough Mudder event in Las Vegas. Make sure to stop in any Dick’s Sporting Goods on April 1st to get 15% off all Under Armour apparel.

Don’t let embarrassment get in the way of knowledge. Keep ‘em both! www.theMANexam.com

According to our primary research, men would be too embarrassed to follow social media channels singularly dedicated to The Man Exam. Due to the embarrassing nature of testicular cancer, we have decided to utilize the social media following of our partner companies. Dick’s will promote The Man Exam, Tough Mudder events and the Under Armour promotion on both Facebook and Twitter.

partner social media


April 1. Dick’s Sporting Goods. 15% off all #UNDERARMOUR apparel. Be there.

350 men died of #TesticularCancer last year- 0 died of embarrassment. Go to www.theMANexam.com to test yourself in privacy of your own home.

15% off all Under Armour Apparel on April 1st

theMANexam.com #TestYourTesties

theMANexam.com

Stop in to any Dick’s stores on 4/1 to receive 15% off all #UNDERARMOUR apparel!

Don’t let embarrassment get in the way of knowledge. Keep ‘em both! theMANexam.com

Anyone doing #TOUGHMUDDER this month? Come stock up on all #UA gear- 15% off on April 1st!

partner social media


Want 15% off Under Armour apparel? Stop into any Dick’s Sporting Goods store on April 1 to help us kick off testicular cancer awareness month and get an awesome discount on your favorite UA gear!

One is the loneliest number. Keep ‘em both! www/.theMANexam.com

Young men are the highest at risk for testicular cancer. Reassure yourself and self-examine. www.theMANexam.com

Who is ready for the next Tough Mudder event? Get all the gear you need on April 1st at Dick’s Sporting Goods. 15% off all UA gear!

According to our primary research, men would be too embarrassed to follow social media channels singularly dedicated to The Man Exam. Due to the embarrassing nature of testicular cancer, we have decided to use the social media following of our partner companies. Under Armour will promote our Tough Mudder events, The Man Exam and the promotion at Dick’s on both Facebook and Twitter.

partner social media


Want 15% off UA gear? Head to @DICK’S Sporting Goods on 4/1 to get your discount.

Unsure if you are doing your self-exam correctly? Reassure yourself at theMANexam.com #testicularcancer

RT if you want 15% off all #UNDERARMOUR apparel. Go to @DICK’s Sporting Goods on April 1st.

April 1. 15% Dick’soffSporting ALL UAGoods. GEAR. 15% Only off at @DICK’S. all #UNDERARMOUR BE THERE. apparel. Be there.

Young men are the highest at risk for testicular cancer. Reassure yourself and self-examine. theManexam.com

April 1. Dick’s Sporting Goods. 15% off all #UNDERARMOUR apparel. Be there.

theMANexam.com

partner social media


Test Procedure or 5 min

Result Reading Positive

Negative

Invalid

Note: A positive result reading is not always an indication of Testicular Cancer. It is an indication of the presence of hCG, human chorionic gonadotropin. If you do receive a positive result you should see a doctor. Please be advised that only a licensed physician can diagnose cancer.

This is the front of the shower card that will be distributed to fraternities and college dorm rooms. On this side there are instructions on how to take The Man Exam. We used this shape to generate buzz and attract attention.

shower card


WHERE? In a warm bath or after a hot shower

WHEN? Self Exam

1 2 3

At least once a month

Check one testicle at a time. Hold the testicle between your and roll it gently

If you notice any of the below symptoms see a doctor right away. hard lumps smooth or rounded bumps changes in size, shape or consistency

THE

MAN EXAM

This is the front of the shower card that will be distributed to fraternities and college dorm rooms. On this side there are instructions on how to take The Man Exam. We used this shape to generate buzz and attract attention.

shower card


How to :

keep ’em both! WHERE?

In a warm bath or after a hot shower

Test Procedure

Self-Exam

or 5 min

Result Reading Positive

1 2 3

Negative

Invalid

Note: A positive result reading is not always an indication of testicular cancer. It is an indication of the presence of hCG, human chorionic gonadotropin. If you do receive a positive result you should see a doctor. Please be advised that only a licensed physician can diagnose cancer.

WHEN?

At least once a month

Check one testicle at a time. Hold the testicle between your thumbs and fingers and roll it gently between both of both hands. between your fingers. If you notice any of the below symptoms, see a doctor immediately. hard lumps smooth or rounded bumps changes in size, shape or consistency

This is the same pamphlet that comes with each individual package. We will be distributing a brochure perform a self-exam. The brochure will customers to our website, www.theMANexam.com, in the hopes that they will purchase a subscription package.

brochure


For our guerilla tactics we will produce stickers of our logo. They will be placed strategically on street art, pedestrians. The stickers will be made of a material that is easy to remove.

guerilla tactics


are the 50 most popular websites in the United States for 2012, according to comScore Media Metrix. As have selected seven of these websites to feature online advertising on. Combined, these websites have a total of 447,185 unique visitors per year.

online advertising


In addition to the websites previously mentioned, we also plan to advertise on the six websites shown above. These are extremely popular with our target audience, The Uninformed Muscle Men.

online advertising


350 men died of testicular cancer last year 0 died of embarrassment

www.theMANexam.com

This is a horizontal banner ad that will appear on websites we will advertise on. The messages run on a 15 second loop in the order shown above.

online advertising


keep ‘em both! This is a vertical banner ad that will appear on websites we will advertise on. A blank Man Exam will reinforcing our message of “keep ‘em both!” The animation runs on a 15 second loop.

online advertising


We are advertising within the pages of Men’s Health. The target audience of this magazine is 25 to 44, which is within our core demographic. Our “Uninformed Muscle Men” will be directed to check out our website, www.theMANexam.com

magazine advertising


Compared to other magazines, Men’s Health has a very loyal readership. This is important for our campaign because we want to reach customers through a source that they trust.

magazine advertising


February 20, 2013 Ms. Cindy Kuzma Contributing Writer Men’s Health Magazine 33 E. Minor St. Emmaus, PA 18098 Dear Cindy Kuzma: On April 13, during the Tough Mudder race in Las Vegas, a breakthrough in testicular cancer research will make its debut. World-renowned pharmaceutical company, Pfizer, introduces The Man Exam, an at-home test created to detect testicular cancer. The Man Exam is a simple, self-administered test that functions like a pregnancy test. The hormone found in pregnant women that signals a positive result is the same hormone found in men with testicular cancer. Two tests will be given to every registrant of the Tough Mudder race in Las Vegas that weekend. The first will be given after completion of the race. The second will be sent to participants one month after. The Man Exam has partnered with athletic apparel company, Under Armour, to bring awareness to the age demographic of men at highest risk, which is the same as the readership of Men’s Health. Under Armour is a loyal sponsor for Tough Mudder and the creators of The Man Exam will use this wildly popular sporting event as the platform for its introduction. I'll be in touch soon to discuss a possible interview. I look forward to speaking with you. Sincerely, Sarah Warner (321)-123-7654 Media Director Sarah.Warner@theMANexam.com


350 men died of testicular cancer last year

Similar to our use of outdoor billboards, we will use two full pages to get our message across in our magazine advertising tactics. Instead of only focusing on the number of men who die each year of testicular cancer, we believe that contrasting this number to deaths caused by embarrassment will be

magazine advertising


0 died of embarrassment

Not sure what you始re feeling down there? Embarrassed to even check? Don始t be ashamed to examine your pair. Head to theMANexam.com to keep 驶em both.

theMANexam.com

www.

Similar to our use of outdoor billboards, we will use two full pages to get our message across in our magazine advertising tactics. Instead of only focusing on the number of men who die each year of testicular cancer, we believe that contrasting this number to deaths caused by embarrassment will be

magazine advertising


Tough Mudder cities

1 2 3 4 5

Las Vegas, NV

Chicago, IL Los Angeles, CA Brooklyn, MI

High Male Populations

1 2 3 4 5 6 7 8 9 10

% male population

Jacksonville, NC

61.0 %

Chino, CA

55.4 %

Folsom, CA

55.2 %

Vacaville, CA

54.2 %

Salinas, CA

53.2 %

Milpitas, CA

52.6 %

Fort Lauderdale, FL

52.4 %

Paradise, NV

52.2 %

Ames, IA

52.2 %

Lawton, OK

52.1 %

We will be placing billboards in cities where all of our Tough Mudder events will take place. In addition, we will also place billboards in the top 10 cities with the largest percentage of male population. According to the U.S. Census Bureau, all of these these cities have a population that is more than 50 percent male.

billboards


350 men died of ar e y t s a l r e c n a c r testicula

t

n e m s s a r r a b m e f 0 died o www.

theMANexam.com

To gain the attention of drivers, we will use two billboards for our outdoor advertising tactics. Instead of focusing on the number of men who die each year of testicular cancer, we believe that contrasting this “Uninformed Muscle Men.� By utilizing this sequential method, commuters will be more likely to pay attention to our messaging.

billboards


$2,466,840

Men始s Health advertising

$15,336

Doctor始s office brochures & shower cards

cost covered by Under Armour

compression shorts

cost covered by race fee

grab bag

$18,554

bag for Dick始s promotion

cost covered by race fee cost covered by race fee

shipping of The Man Exam

$22,000

The Man Exam website

$2,463

Tough Mudder posters

$15,000

guerilla tactics stickers

$2,300,040

online advertising

$120,892

sequential billboards

cost covered by partners

social media

budget breakdown

The Man Exam test

$4,961,155

The Man Exam  

A group campaign regarding testicular cancer awareness.