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: ● 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
Chicago @ Dallas
Arizona @ St. Louis
FOX & CBS
San Diego @ New Orleans
Houston @ NYJ
Pi^sburgh @ Tennessee
FOX & CBS
Green Bay @ Houston
Denver @ San Diego
Dates of Campaign: 10/18/12
Sea^le @ San Francisco
FOX & CBS
Pi^sburgh @ CincinnaG
Detroit @ Chicago
Tampa Bay @ Minnesota
FOX & CBS
New Orleans @ Denver
San Francisco @ Arizona
Each team selects a player or players to record a promoGon that will run in the stadium on gameday.
The NFL produces one or more promoGon spots for television to air during games, naGonwide.
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).
AddiGonal promoGon all month on social networks (MSABC, ACS, NFL, Teams' individual pages) and websites.
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
● On air TV talent will need script
Considerations ● In-‐game promoGons should run independent of television
● 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 ● 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