Registration Number: PR-102-021

Spotlight on Preemies

Objectives

• Grow brand awareness by May 31, 2018• 100,000 clicks to SpotlightOnPreemies.org• 50% increase in Facebook page likes

• Convert awareness into donations• 15% increase in total funds raised during

campaign compared to the previous year

They are fragile, but also very strong. Their personalities already shine through at such a young, gestational age.

- Kelley, NICU Nurse

“”

Illustrate the critical need for donations to Brave Beginnings by shining a light on the 1 in 9 babies born prematurely in the U.S.

have gone to the movies in the past 6 months

82%of women

18-34

65%of women

35-54

Movie Theaters – U.S. (November 2016) Mintel

Movie Theater Activation

• Add Brave Beginnings cover to 1 in 9 movie theater seats

• Play PSA before movie and connect the 1 in 9 seats to the 1 in 9 babies born prematurely

• Encourage moviegoers to text to donate

Digital Elements

• SpotlightOnPreemies.org

• Series of “movie trailers” promoted digitally

• Influencer outreach

• E-newsletter thanking donors

Activation Sept. Oct. Nov. Dec. Jan. Feb. March April May

Targeted TimingPrematurity

Awareness Month,Giving Tuesday

Holiday season

Holiday season

Awardsseason (e.g.

Oscars)

National Nurses Week

Media & Influencer Outreach

Pitch first “movie trailer” Announce spokespeople

Pitch surprise and delight content, second “movietrailer”, movie

theater activation

Pitch third “movietrailer”

Pitch fourth “movie trailer”

Movie Theater Activation

Launch partnershipand surprise and delight activation

Continue partnership

“Movie Trailer” Series

Launch Spotlight on Preemies

Launch Rollercoaster of Emotions: NICU

parents share preemie survival

story

Launch Saving Lives:

Spotlight NICU

equipment

Launch Day in the Life: NICU nurses

Digital Activation

LaunchSpotlightOnPreemies.org,

share content, sponsor posts

Announce spokespeople, share content, sponsor posts

Stream surprise and delight on Facebook

Live, launch Facebook profile

picture frame, sponsor posts

Share content, sponsor posts Share content showing success

of campaign,thank donors, sponsor posts

Thank DonorsDistribute ongoing bi-weekly e-newsletters to donors

Timeline

BudgetVideo & PSA production $80,000Branded seat covers for 115 theaters ($50 per cover, approx. 250 seats per theater, approx. 28 seats per theater) $160,000

Spokespeople $150,000

Facebook sponsored posts $20,000

Influencer campaign $20,000

Campaign website $10,000

Signage & promotional materials $60,000Fees(Operating under the assumption that fees are waived due to pro-bono nature of the account) $0

$500,000

Questions?