Tackle CF: The Making Of

TACKLE CF CAMPAIGN Behind the Scenes

PRESENTED BYSamsung Electronics, Sears & the Boomer Esiason Foundation

THE GOALRaise awareness and donations for Cystic Fibrosis through a social action campaign.

WHAT IS CF? A genetic disease that affects the human body and leads to digestive and respiratory decline, and often early death.

CF BY THE NUMBERS• 30k people in the US with CF• 1k new cases of CF diagnosed yearly• 10mm symptomless carriers• 1 in 2.5k-3.5k Caucasian newborns affected• 1 in 17k African American • 110 accredited CF centers across the newborns affected United States• 1 in 31k Asian American • 32 drugs in development newborns affected

THE IDEA BEHIND THE CAMPAIGNBy leveraging the power of social media users, raise money and awareness through social actions.

TACKLE CFWITH BOOMER ESIASON • Through social media, Samsung is helping to raise money for Cystic Fibrosis by beneﬁtting the foundation of former NFL quarterback, Boomer Esiason. • The Boomer Esiason Foundation has raised more than $80mm for CF research since its formation after Esiason’s son was diagnosed with CF in 1993.

A MESSAGE FROM BOOMER

HOW IT WORKS SOCIAL ACTIONS = $ 1. Share infographic on Facebook 2. Tweet #TackleCF3. Check into a Sear’s or Samsung Electronics’ location on Foursquare

THE DESIGN CHALLENGE• Create an infographic to help provide insight and understanding into CF• Design & develop a microsite to help drive social actions and awareness• Customize Samsung’s new SlideShare account; design and apply seasonal skin

INFOGRAPHIC DRAFTS

FINALDESIGN

MICROSITE DRAFTS

FINAL DESIGNwww.TackleCF.com

SLIDESHARE SKIN DRAFTS

FINAL DESIGNwww.slideshare.net/ samsungusa

MAKING A DIFFERENCE• The goal is $150k• At$5 each, social actions add up quickly• The end result is much-needed awareness• All thanks to the power of social media

LEARN MORE ONLINE www.TackleCF.com

PRESENTED BYSamsung Electronics, Sears & the Boomer Esiason Foundation Design by

Tackle CF: The Making Of

by Samsung USA on Dec 01, 2010

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