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American  Cancer  Society   &  NFL   A  Crucial  Catch  Campaign  2012      


Concept   During  the  month  of  October,   teams  and  their  fans  will  unite  to   raise  money  as  part  of  the  NFL's   Crucial  Catch  program.  The   money  raised  will  go  to  the   American  Cancer  Society  to  help   fund  the  fight  against  breast   cancer.    


Concept   Each  week,  players,  teams,  network  talent,  and  the  NFL  will   promote  the  campaign  to  their  fans  via  television  commercials   and  in-­‐game  promos.     The  promoGons  will  explain:   ○  The  importance  and  accomplishments  of  the  NFL’s  partnership  

with  the  American  Cancer  Society   ○  A  call-­‐to-­‐acGon  for  fans  to  text  to  donate  

 


Key  Deliverables  


Key  Deliverables:   ●  On-­‐air  promoGon  graphics   ●  TV  Commentators  drive  calls-­‐to-­‐acGon   ●  In-­‐Stadium  PromoGons   ○  Video   ○  Banners/Signage   ○  P/A  Announcements  


Dates  of  Campaign    


Dates  of  Campaign:     10/01/12  

Monday  Night  

ESPN  

Chicago  @  Dallas    

10/04/12  

Thursday  Night    

NFL  Network  

Arizona  @  St.  Louis  

10/07/12  

Sunday  

FOX  &  CBS  

10/07/12  

   

Sunday  Night    

NBC  

San  Diego  @  New   Orleans  

10/08/12  

   

Monday  Night    

ESPN  

Houston  @  NYJ  

10/11/12  

Thursday  Night    

NFL  Network  

Pi^sburgh  @   Tennessee  

10/14/12  

Sunday  

FOX  &  CBS  

10/14/12  

Sunday  Night    

NBC  

Green  Bay  @   Houston  

10/15/12  

Monday  Night    

ESPN  

Denver  @  San  Diego  


Dates  of  Campaign:     10/18/12    

Thursday  Night  

NFL  Network  

Sea^le  @  San   Francisco  

10/21/12    

Sunday  

FOX  &  CBS    

10/21/12  

Sunday  Night  

NBC  

Pi^sburgh  @   CincinnaG  

10/22/12    

Monday  Night  

ESPN  

Detroit  @  Chicago  

10/25/12  

Thursday  Night  

NFL  Network  

Tampa  Bay  @   Minnesota  

10/28/12  

Sunday    

FOX  &  CBS    

10/28/12  

Sunday  Night  

NBC  

New  Orleans  @   Denver  

10/29/12    

Monday  Night  

ESPN  

San  Francisco  @   Arizona  


Execution  


Execution   1. 

Each  team  selects  a  player  or  players  to  record  a   promoGon    that  will  run  in  the  stadium  on  gameday.      

2. 

The  NFL  produces  one  or  more  promoGon  spots  for       television  to  air  during  games,  naGonwide.    

3. 

All  Promos  (in-­‐stadium  and  TV)  include  the  call  to  acGon   being  the  Text  to  give  (Text  PINK  to  41518  to  donate  $10   to  the  American  Cancer  Society).    

4. 

AddiGonal  promoGon  all  month  on  social  networks   (MSABC,  ACS,  NFL,  Teams'  individual  pages)  and  websites.    


Considerations  


Considerations   ●  Who  will  produce  the  spots?    (NFL  Films?  Third-­‐Party  

agency?    Teams’  Media  RelaGons  Dept?)  

●  In-­‐game  promoGon  will  require  a  script  for  the  PA  

Announcer  

●  On  air  TV  talent  will  need  script  


Considerations   ●  In-­‐game  promoGons  should  run  independent  of  television  

promoGon    

●  A  television  promo  graphic  should  be  made  available  to  

television  broadcasters,  allowing  them  promote  the   campaign  to  the  viewing  audience  


Considerations   ●  When  recording  promoGons,  we  need  to  be  careful  to  

include  legal  language/text  per  Text  To  Give/Mobile  Giving   FoundaGon  (ex:  Standard  text  messaging  rates  may  apply)    

●  ACS  can  provide  exact  language  upon  request  


Considerations   ●  We'll  want  to  work  hard  to  ensure  that  the  focus  of  the  

effort  is  on  BOTH  the  in  stadium  experience  and  the  TV   viewing  experience  


Reporting/Results  


Reporting/Results   ●  The  American  Cancer  Society  can  provide  reports  of  

cumulaGve  donaGon  amount,  naGonwide.    Reports  can  be   provided  on  an  established  interval  

●  The  NFL  and  the  American  Cancer  Society  may  promote  

dollars  raised  by  the  campaign,  based  on  the  reporGng   informaGon  available  during/aler  the  campaign  

●  DonaGons  made  will  not  be  received  by  the  American  Cancer  

Society  (from  the  Mobile  Giving  FoundaGon)  unGl  a   minimum  of  3  months  aler  the  campaign  


PSA  Concept:  Players  As   Volunteers  


PSA  Concept:  Players  As  Volunteers   Humorous  approach  to  showing  some  of  the  ways  that  the   American  Cancer  Society  is  available  in  communiGes  across   the  U.S.  


PSA  Concept:  Players  As  Volunteers   General  concept:     Players  from  around  the  league  are  volunteering  in  their  local   communiGes,  while  in  full  pads/uniform.  


PSA  Concept:  Players  As  Volunteers   Example:     QB  and  his  offensive  line  (in  full  pads  and  aprons)  are  cooking   dinner  in  the  New  Orleans  Hope  Lodge  residents.    Cut  to   another  player  (in  full  pads)  helping  a  cancer  paGent  into  a   car/cut  to  him  driving  to  the  hospital/dropping  off  for   treatment.    Cut  to  another  player  in  a  research  lab,  wearing   goggles  and  a  lab  coat  over  his  uniform,  ‘working’  with  a   researcher...      


PSA  Concept:  Players  As  Volunteers   …Cut  to  another  player  helping  cancer  paGents  select  wigs  and   scarves  in  the  wig  bouGque.    Voiceover  to  explain  services   available,  players  supporGng  the  American  Cancer  Society  and   finish  with  Call  to  AcGon  to  join  your  NFL  team/players  to  fight   breast  cancer  by  TexGng  PINK  to  41518  to  donate  $10  to  the   American  Cancer  Society.  


PSA  Concept:  Players  and   the  Women  in  Their  Lives  


PSA  Concept:  Players  And  the  Women   in  their  Lives   Hearrelt  approach  that  shows  NFL  players  with  their  wives,   mothers,  sisters,  nieces,  aunts,  etc.  who  are  breast  cancer   survivors,  paGents,  or  who  are  observing  American  Cancer   Society  prevenGon  guidelines.  


PSA  Concept:  Players  And  the  Women   in  their  Lives   General  concept:     Players  from  around  the  league  are  standing/sisng/spending   Gme  with  the  respecGve  women  in  their  lives,  illustraGng  the   story,  and  the  importance  of  joining  the  NFL  and  the  American   Cancer  Society  in  the  fight  against  breast  cancer.  


PSA  Concept:  Players  And  the  Women   in  their  Lives   Example:     Player  introduces  the  woman  with  him  (“This  is  my  mom.    She’s  a  breast   cancer  survivor.”  Or  “This  is  my  Aunt,  and  she  just  scheduled  her  first   mammogram.”)  May  include  a  shot  of  someone  receiving  treatment  (for   impact).    Maybe  highlight  someone  who  is  benefisng  from  Tamoxifen,   and  point  out  that  it  was  a  drug  created  by  an  American  Cancer  Society-­‐ funded  researcher.    Or  other  people  who  have  benefi^ed  from  American   Cancer  Society  advances,  research,  services,  etc.    Finish  with  Call  to   AcGon  to  text  to  donate  


Thank  You  


NFL Promotion Presentation