final lasting legacy campaign elements

Confidential Property Of PACO Communications Inc. 2015

Lasting Legacy Campaign Final Campaign Elements 10/5/2015

LASTING LEGACY

:30 TV & :60 RADIO

:30 TV SPOT: Creative to run 10/5 – 11/8

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Zone/Channel:Comcast Cable (South Suburban, City Central/Southwest, City South zones)•  BET •  Bravo •  Nick •  Oprah •  Oxygen •  Adult Swim •  VH1 •  WeTV Comcast Cable MultiZone and Uverse:•  TV1 •  Lifetime Movie Network

:60 RADIO SPOT (INCLUDED IN FILE) : Creative to run 10/5 – 11/8

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Channels:•  WVAZ •  WGCI •  WGRB •  WVON •  Tom Joyner

LASTING LEGACY

BEAUTY SHOP/BARBERSHOP DELIVERABLES

WALL BOARD: Creative to run 10/5 – 11/8 in 56 beauty shops and 24 barbershops in targeted zip codes

She was an actress and a straight-A student, but most importantly, my daughter Nikki was a giver. Her donation affected many lives within her own community, especially my good friend Tanisha who was a perfect match for Nikki's heart. Our story has touched so many people andinspired even more to become registered donors.

Say yes to donation. Start the conversation with your loved ones today.

Tanisha BashamHeart RecipientUniversity Park, IL

I CARRIED NIKKI FOR 9 MONTHS.TANISHA’S GONNA CARRY NIKKI’S HEARTFOR THE REST OF HER LIFE.

Vicki OldsMother of Nikki Smith,

Organ Donor

REGISTER TO BE AN ORGAN & TISSUE DONORAT GIFTOFHOPE.ORG OR CALL 877-577-3747


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WINDOW CLING: Creative to run 10/5 – 11/8 in 56 beauty shops and 24 barbershops in targeted zip codes

THE ONLY WAY THAT I WAS LEAVINGTHAT HOSPITAL IS IFI HAD ANOTHER HEART


Organ Donor

My good friend Tanisha always called my daughter Nikki her “niecy poo.” So I was truly grateful knowing she was a 100% match for Nikki’s heart. With Gift of Hope’s help, we made it possible for Tanisha to carry on my daughter’s legacy, and be there for her children.





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COUNTER MAT: Creative to run 10/5 – 11/8 in 56 beauty shops and 24 barbershops in targeted zip codes


Organ Donor

NIKKI GAVE USTHAT CHANCE...TO HAVE OUR MOM

My daughter Nikki was always there for anyone, especially when they needed it. She was the absolute

best friend anyone could ever have. By donating her heart, Nikki gave my good friend Tanisha the

chance to live. Now Tanisha can be here for her girls.


Tanisha’s Daughters

Christeena and Ashley

12 and 19



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MAGAZINE WRAP – FRONT: Creative to run 10/5 – 11/8 in 56 beauty shops and 24 barbershops in targeted zip codes

REGISTER TO BE ANORGAN & TISSUE DONOR

AT GIFTOFHOPE.ORG OR CALL 877-577-3747

NIKKI GAVE WITH OPEN ARMS.WHATEVER YOU NEEDED, NIKKI WAS THEREAND NEVER EXPECTED ANYTHING BACK.

Vicki OldsMother of Nikki Smith,Organ Donor

Nikki’s friends will always remember her as a giver. And Nikki would be smiling if she knew how much hope her donation gave. Ana, Shelby and Yazmeen truly miss their friend, but now they understand what a huge impact one donor can make in their community.

Say yes to donation.Start the conversationwith your loved ones today.

Yazmeen, Shelby and AnaNikki’s Best FriendsMerrillville (Indiana) High School


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MAGAZINE WRAP – BACK: Creative to run 10/5 – 11/8 in 56 beauty shops and 24 barbershops in targeted zip codes


Organ Donor

IN OUR COMMUNITY, THERE ARE

A LOT OF MYTHSCONCERNING ORGAN DONATIONTHAT ARE SIMPLY NOT TRUE

Everyone smiled when my daughter Nikki walked into a room. She was a bright light and losing her was devastating. But Johnny and I never imagined how her donation would change so many lives. Before we lost Nikki, Johnny didn’t understand organ donation and didn’t support it. But when Gift of Hope came to us about Nikki's donation, we knew that preserving life was the greatest gift she could ever give. Johnny is now a registered donor and an advocate for donation.


Johnny WalkerRegistered DonorVicki’s FiancéHazelcrest, IL

REGISTER TO BE AN ORGAN & TISSUE DONOR AT GIFTOFHOPE.ORG OR CALL 877-577-3747


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OOH DELIVERABLES

TRANSIT AD

TRANSIT AD: Creative to run 10/5 – 12/6

She was an actress and a straight-A student, but most importantly, my daughter Nikki was a giver. Her donation affected many lives within her own community, especially my good friend Tanisha who was a perfect match for Nikki's heart. Our story has touched so many people and inspired even more to become registered donors.




Organ Donor



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Locations:•  756 N. Sacramento Dr., 60612 •  2508 S. King Dr., 60616 •  9301 S. Stony Island Ave., 60617 •  357 E. Garfield Blvd., 60637 •  101 N. Austin Blvd., 60644

LASTING LEGACY

PRINT ADS

SUN TIMES EZ INSERTS: Creative to run weeks of 10/12, 10/19 and 10/26

THE ONLY WAYTHAT I WAS LEAVINGTHAT HOSPITAL IS IF I HADANOTHER HEARTTanisha BashamHeart RecipientUniversity Park, IL



REGISTER TO BE AN ORGAN & TISSUE DONORAT GIFTOFHOPE.COM OR CALL 877-577-3747


Organ Donor

Tanisha’s DaughtersChristeena and Ashley 12 and 19

NIKKI GAVE US

THAT CHANCE...TO HAVE OUR MOM


My daughter Nikki was always there for anyone, especially when they needed it. She was the absolute best friend anyone could ever have. By donating her heart, Nikki gave my good friend Tanisha the chance to live. Now Tanisha can be here for her girls who need her.



Organ Donor

Jonny WalkerRegistered DonorVicki’s FiancéHazel Crest, IL


Everyone smiled when my daughter Nikki walked into a room. She was a bright light and losing her was devastating. But Johnny and I never imagined how her donation would change so many families lives. Before we lost Nikki, Johnny didn’t understand organ donation and didn’t support it. But when Gift of Hope came to us about Nikki's donation, we knew that preserving life was the greatest gift she could ever give. Johnny is now a registered donor and an advocate for donation.

Say yes to donation. Start the converstion with your loved ones today.




Organ Donor

PRINT ADS

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CHICAGO DEFENDER HALF–PAGE ADS: Creative to run weeks of 10/12, 10/19, 10/26 and 11/2





Organ Donor


THE ONLY WAYTHAT I WAS LEAVINGTHAT HOSPITAL IS IF I HADANOTHER HEART





Organ Donor


NIKKI GAVE US

THAT CHANCE...TO HAVE OUR MOM



Organ Donor

Nikki’s friends will always remember her as a giver. And Nikki would be smiling if she knew how much hope her donation gave. Ana, Shelby and Yazmeen truly miss their friend, but now they understand what a huge impact one donor can make in their community.


NIKKI GAVE WITH OPEN ARMS.

WHATEVER YOU NEEDED,

NIKKI WAS THEREAND NEVER EXPECTED ANYTHING BACK.Yazmeen, Shelby and AnaNikki’s Best FriendsMerrillville (Indiana) High School



Organ Donor

Everyone smiled when my daughter Nikki walked into a room. She was a bright light and losing her was devastating. But Johnny and I never imagined how her donation would change so many families lives. Before we lost Nikki, Johnny didn’t understand organ donation and didn’t support it. But when Gift of Hope came to us about Nikki's donation, we knew that preserving life was the greatest gift she could ever give. Johnny is now a registered donor and an advocate for donation.


Johnny WalkerRegistered Donor Vicki’s FiancéHazel Crest, IL



PRINT ADS

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N’DIGO HALF–PAGE ADS: Creative to run weeks of 10/5 and 10/26

REGISTER TO BE AN ORGAN & TISSUE DONOR




Say yes to donation.Start the conversation withyour loved ones today.










PRINT ADS

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CITIZEN HALF–PAGE ADS: Creative to run weeks of 10/5 and 10/26















PRINT ADS

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FACEBOOK

DIGITAL AD

DIGITAL AD: Creative to run 10/5 – 11/8

FACEBOOK

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LASTING LEGACY

ADDED VALUE

I HEART RADIO DIGITAL AD

Ad to run when commercial streams online: Impressions: •  WVAZ

•  Wkly IMPs: 96,068 •  Total Campaign

IMPs: 480,340 •  WGCI


IMPs: 139,020 •  WGRB


IMPs: 74,620



SAY YES TO ORGAN DONATION.START THE CONVERSATION WITH YOUR LOVED ONES TODAY.

ADDED VALUE

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I HEART RADIO ADLET: Eight second audible intro that will run 10 times/week. Total campaign added value: $2,500 - $5,000

8 Second Adlet IntroStart the conversation with your loved ones today by becoming an organ donor at GiftofHope.org.

ADDED VALUE

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COMCAST TV WEATHER CRAWL: Crawl on Weather Channel that will run 75 times/week. Impressions: 1.6 million homes Total campaign added value: $1,250

Weather Crawl

Say yes to organ donation. Start the conversation with your loved ones today. Visit GiftofHope.org

or call 877-577-3747.

ADDED VALUE

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LASTING LEGACY

WEB/SOCIAL MEDIA EXECUTIONS

FACEBOOK WEB/SOCIAL MEDIA EXECUTIONS

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TWITTER WEB/SOCIAL MEDIA EXECUTIONS

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YOUTUBE WEB/SOCIAL MEDIA EXECUTIONS

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WEBSITE SLIDER WEB/SOCIAL MEDIA EXECUTIONS

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LASTING LEGACY

MEDIA RELATIONS ELEMENTS

MEDIA RELEASE MEDIA RELATIONS ELEMENTS

For Immediate Release: Media Relations Contact: ACM PR A.C. McLean TEL: 312.373.1778 Email: [email protected]

Gift of Hope Addresses African American Community Need through a Donor Story News conference details media campaign created to educate community, and features donor mom

CHICAGO – OCTOBER 5, 2015 – Gift of Hope Organ & Tissue Donor Network, a leader in the organ procurement organizations (OPO) community, will launch a media campaign aimed at educating the African American community. A news conference will be held at 10 a.m. on Monday, October 5, 2015 at the KROC Center Chicago, located at 1250 W. 119th St., Chicago, 60643. Before creating the campaign, Gift of Hope identified that myths and misconceptions of the organ donation process exist in African American populations and that African Americans are disproportionately impacted by the increasing need for organ donations. The Lasting Legacy campaign, as it is called, is inspired by Vicki Olds, the mother of 18-year-old Domonique “Nikki” Smith whose organs were donated to multiple recipients after a catastrophic accident. Intent on honoring her daughter’s wishes, Olds made the decision to donate Smith’s heart to a close family friend, Tanesha Basham, who was in dire need of a transplant. Another friend of the family received one of Nikki’s kidneys; in addition two other lives were also saved by her donation. On the significance of helping the community and families to understand the circle of donation, Marion Shuck, Manager of Community Affairs, said, “It is important for people to register and have the conversation with their families about donation. It starts with the difficult and selfless acts of donor family members who are able to say yes to donation in the midst of tragic circumstances, as was the case with Vicky Olds.” Jack Lynch, Director of Community Affairs “It is crucially important to show such stories to the African American community, which is disproportionately impacted by the ever increasing need for organ donations. Those needs have increased more than ten-fold during my tenure at Gift of Hope.” It is estimated that around 7,000 people will die nationwide while waiting for an organ transplant in 2015, and 300 of those will be people registered for transplants in the state of Illinois. An average of 22 people die each day while waiting, and every 10 minutes a new person joins the national transplant waiting list. Today, a single organ and tissue donor can save and enhance the lives of more than 25 people. Organ and tissue donation is supported by all major religions.

425 Spring Lake Drive

Itasca, IL 60143

About Gift of Hope Organ & Tissue Donor Network Gift of Hope Organ & Tissue Donor Network is a not-for-profit organ procurement organization entrusted by the nation’s healthcare system with coordinating organ and tissue donation and providing donor family services and public education in Illinois and northwest Indiana. Since 1987, it has coordinated donations that have saved the lives of more than 20,000 organ transplant recipients and improved the lives of hundreds of thousands of tissue transplant recipients. As one of 58 organ procurement organizations that make up the nation’s organ and tissue donation system, Gift of Hope works with 180 hospitals and serves 12 million residents in its donation service area. It also is part of Donate Life Illinois, a coalition of agencies responsible for organ, tissue, eye, blood and marrow donation, as well as donor education and registration, in Illinois. For more information about Gift of Hope and organ and tissue donation, visit GiftofHope.org.

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CAMPAIGN ONE SHEET

GIFT OF HOPE LASTING LEGACYWhat is the Lasting Legacy Campaign?Lasting Legacy is the first media campaign in Gift of Hope’s 28- year history geared toward the African American community. This campaign addresses the fears and misconceptions that surround organ and tissue donation and strives to start the conversation about the lifesaving benefits that the selfless act of becoming donors represents.

This historic campaign will call on the continued support of community leaders, religious organizations and not-for-profits that are already part of Gift of Hope’s various initiatives including Mayors for Hope and Churches for Hope.

The Face of the Lasting Legacy CampaignThe poignant campaign promises to continue empowering the African American community to turn tragedies into triumphs by sharing the story of Vicki Olds, a mother who honored the decision of her 18-year-old daughter, Nikki, to be an organ donor. Nikki’s legacy lives on in the lives of the four

people she helped save, including her mother’s close friend, Tanisha, who received Nikki’s heart.

Lasting Legacy will highlight the testimonies of the people whose lives were saved through Nikki’s generous gift and will serve as a catalyst to inspire the African American community to say ‘yes’ to organ donation.

African American Donation Facts & The Need for the Lasting Legacy CampaignThe reality of organ and tissue donation in the African American community today is that more people receive than give. The diseases and conditions that can lead to the need for transplants are far more prevalent in minority populations, creating a critical need. Gift of Hope recognizes and seeks to address this through Lasting Legacy.

• Minorities represent 63 percent of the transplant waiting list in the state of Illinois.

• African Americans are at increased risk for high blood pressure, diabetes

and heart disease – all of which can lead to organ failure and increase the need for organ transplants.

• Kidney failure occurs more frequently among African Americans than any other ethnicity. The nearly 31,000 African Americans awaiting kidney transplants make up 34 percent of the people on the national kidney transplant waiting list.

• African Americans make up about 12 percent of the total U.S. population, 29 percent of people waiting for organ transplants, 16 percent of all donors and 21 percent of all those who receive organ transplants.

The Purpose of Lasting Legacy Campaign• Increase registration and authorization of organ and tissue donation in the African American community.

• Address fears and misconceptions surrounding organ and tissue donation in the African American community.

• Continue the conversation about organ and tissue donation in the African American community.

SAY YES TO DONATION. START THE CONVERSATION WITH YOUR LOVED ONES TODAY.



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BIOS

GIFT OF HOPE LASTING LEGACY

VICKI OLDSYVicki Olds has a story to tell about her beautiful daughter Domonique Antoinette Smith, who was lovingly called Nikki. However, Vicki won’t tell the story of her 18-year-old daughter alone. Nikki’s story will be told by the lives of those she touched and the lives that are continuing because of her.

While Nikki’s death would serve as the physical end to her life, it was also the beginning of what would become her legacy, because of her decision to be an organ donor.

Nikki’s presence is with her mother every day. It’s in the purple accents on the bracelet found around Vicki’s wrist, the keepsakes in her bedroom and the stories of her selflessness that Vicki shares.

The impact of Nikki’s life lives on through her family and friends. This is profoundly illustrated through Tanisha, Vicki’s close friend, who received Nikki’s heart, and a family friend who received one of Nikki’s kidneys.

“The Lasting Legacy campaign is about showcasing the circle of donation and the importance of African Americans to participate in the process,” Marion Shuck, Manager of Community Affairs for Gift of Hope said. “Vicki and Nikki’s story was chosen to highlight the selfless decision that can come out of a tragic circumstance. They’ve turned tragedy into triumph. Lasting Legacy allows us the opportunity to share African American stories of organ donation to the African American community.”




GIFT OF HOPE LASTING LEGACY

MARION SHUCKKEVIN CMUNT JACK LYNCH

Shuck is the Manager of Community Affairs for Gift of Hope Organ & Tissue Donor Network. She has developed focused and strategic outreach initiatives to support African American outreach and education in Gift of Hope’s service area, which includes the northern three-quarters of Illinois and northwest Indiana.

Cmunt is the CEO/President of Gift of Hope Organ & Tissue Donor Network. He provides overall leadership for the organization, guides its strategic direction and ensures that Gift of Hope stays true to its mission — to save and enhance the lives of as many people as possible through organ and tissue donation.

Lynch is the Director of Community Affairs for Gift of Hope Organ & Tissue Donor Network. Lynch, who has been with Gift of Hope for 28 years, oversees African American outreach and is a leading authority on organ and tissue transplantation in the African American community. He currently serves on the Illinois Secretary of State’s Organ and Tissue Donation Advisory Board and is a past chair of the Illinois Governor’s Task Force on Organ and Tissue Donation.




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DVD WRAP & DISC NIH PROJECT GRANT

LASTING LEGACY

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final lasting legacy campaign elements

Documents