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The Power of Public Awareness Campaigns

The Power of Public Awareness Campaigns. Tim Holcomb Chief Creative Officer. Why?. Transform Millions of Lives!. Who?. What?. Spine impairment is the number one cause of functional decline leading to disability in the U.S. “ Costing America over $600 billion per year! ”.

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The Power of Public Awareness Campaigns

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  1. The Power of Public Awareness Campaigns Tim Holcomb Chief Creative Officer

  2. Why? Transform Millions of Lives!

  3. Who?

  4. What? • Spine impairment is the number one cause of functional decline leading to disability in the U.S. “Costing America over $600 billion per year!”

  5. Reduce Spine-Related Disability 10% by 2025.

  6. Where? • Launch of a national campaign in the U.S. and beyond.

  7. When? • Immediately with Kaizen/Discovery • Brand Strategy • Promotion Strategy • Marketing Strategy

  8. How?

  9. One of the most basic assumptions about human behavior is that what people believe guides what they do. • Rosenstock IM, Strecher VJ, Becker MH. Social learning theory and the Health Belief Model. Health Educ Q 1988;15:175–83.

  10. Strategy • 11 – 15 Consistent, Quality touches gets people to be “OK” with the BRAND. • TOMA – Top Of Mind Awareness • Multi-Channel & Multi-Target • ADVERTISING: Internet, print, radio, TV • MARKETING & PUBLIC RELATIONS: Publicity, events, advocacy, fundraising, and sponsorship • SOCIAL MEDIA: Build likes and views, boosting posts, and buying ads • DIRECT MARKETING: Grassroots/Guerilla, direct mail, direct response ads, email

  11. Case Stories

  12. What will matter in 2025… • What will matter in 2050… • What will matter in 2100... • Watch what lives we can tranform together.

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