"Why I don't 'DO' Status Quo & Why You Can't Afford to Either!"

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My presentation at the 2010 Central Iowa PR Institute on October 29, 2010. Topic description: How Jennifer Windrum is combining the attitude and power of social media to make a difference. She recently launched a very personal and politically incorrect campaign called, "WTF? (Where's the Funding) for Lung Cancer?

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"Why I don't 'DO' Status Quo & Why You Can't Afford to Either!"

  1. 1. Why I Don’t “DO” Status Quo and Why You Can’t Afford to Either! PRSA Institute: "A Whole Now World" 10.29.10
  2. 2. I Don’t “DO” Status Quo! PRSA Institute: "A Whole Now World" 10.29.10
  3. 3. I Don’t “DO” Status Quo!  HUGE thank you to the 3 Ds:  Divorce  Death  Depression …yes, seriously, “thank you!” PRSA Institute: "A Whole Now World" 10.29.10
  4. 4. I Don’t “DO” Status Quo! My DNA:  Passion  Compassion  Energy  Intense  Sense of humor  Seek truth & accountability  Relentless  …did I say relentless? PRSA Institute: "A Whole Now World" 10.29.10
  5. 5. I Don’t “DO” Status Quo! My DNA:  Total goof-ball  Genuine  Metal-head/Italian arias  Post-Traumatic Stress Disorder  HUGE sweet tooth  Change agent  Love challenges  Love Don Draper…just had to throw that in! PRSA Institute: "A Whole Now World" 10.29.10
  6. 6. I Don’t “DO” Status Quo!  Combining my DNA with my skills:  TV reporter  Mayoral press secretary  PR practitioner  Social media nut job for change…MAJOR change! PRSA Institute: "A Whole Now World" 10.29.10
  7. 7. I Don’t “DO” Status Quo!  At age 10, knew there was “something” I was supposed to “tackle” when I grew up  Some kind of “cause,” but what?  Then “life” started… PRSA Institute: "A Whole Now World" 10.29.10
  8. 8. The Three Ds D #1 DIVORCE PRSA Institute: "A Whole Now World" 10.29.10
  9. 9. The Three Ds D #2 DEATH PRSA Institute: "A Whole Now World" 10.29.10
  10. 10. The Three Ds D #3 DEPRESSION PRSA Institute: "A Whole Now World" 10.29.10
  11. 11. The Fourth D The three Ds lead me to my fourth D: Insane DRIVE PRSA Institute: "A Whole Now World" 10.29.10
  12. 12. Insane Drive PRSA Institute: "A Whole Now World" 10.29.10
  13. 13. So, What’s Next?  Brother says, “So ‘Jenny,’ what elephant do you plan to tackle next?”  Without hesitation, I said, “LUNG CANCER.”  Minute my mom told me she had lung cancer, my cause was clear  And, no she didn’t smoke! PRSA Institute: "A Whole Now World" 10.29.10
  14. 14. So, What’s Next?  But, I would have two painful years before I could fully dive in  “Painful” =  No daytime passion  Major nighttime passion (NOT what you’re thinking)  Until… PRSA Institute: "A Whole Now World" 10.29.10
  15. 15. Got Fired….and Blogged About It! PRSA Institute: "A Whole Now World" 10.29.10
  16. 16. Yay! I Just Got Fired! True Passions, Here I Come! PRSA Institute: "A Whole Now World" 10.29.10
  17. 17. Yay! I Just Got Fired! True Passions, Here I Come! “The shackles are off. Physically. Emotionally. The painful ‘job’ versus ‘passion’ struggle is over. My mind and heart are finally congruent.” PRSA Institute: "A Whole Now World" 10.29.10
  18. 18. Yay! I Just Got Fired! True Passions, Here I Come! Fired Does Always =#Fail! “Yes, the whole termination meeting totally sucked, but it didn’t come as a surprise. I’m just surprised it didn’t happen sooner.” PRSA Institute: "A Whole Now World" 10.29.10
  19. 19. Yay! I Just Got Fired! True Passions, Here I Come! KTHNXBYE “After handing over my office key and walking out the door, two+ years of pent up anxiety and tension literally rolled off my shoulders.” PRSA Institute: "A Whole Now World" 10.29.10
  20. 20. Yay! I Just Got Fired! True Passions, Here I Come!  My PR team successful with social media  Wanted to implement agency- wide  Agency not ready  Let me spearhead social media task force  Too late - too slow PRSA Institute: "A Whole Now World" 10.29.10
  21. 21. WTF? Logo & Merchandise PRSA Institute: "A Whole Now World" 10.29.10
  22. 22. WTF? Facebook Page PRSA Institute: "A Whole Now World" 10.29.10
  23. 23. WTF? Blog PRSA Institute: "A Whole Now World" 10.29.10
  24. 24. WTF? Twitter @wtflungcancer PRSA Institute: "A Whole Now World" 10.29.10
  25. 25. From the Mudroom WTF? Headquarters! PRSA Institute: "A Whole Now World" 10.29.10
  26. 26. From the Mudroom WTF? Headquarters! PRSA Institute: "A Whole Now World" 10.29.10
  27. 27. From the Mudroom WTF? Headquarters! PRSA Institute: "A Whole Now World" 10.29.10
  28. 28. Why I Started “WTF?” PRSA Institute: "A Whole Now World" 10.29.10
  29. 29. Why I Started “WTF?” PRSA Institute: "A Whole Now World" 10.29.10 THIS makes absolutely NO sense!
  30. 30. Think You Know Lung Cancer? Think Again! PRSA Institute: "A Whole Now World" 10.29.10 Campaign Video
  31. 31. Why I Started “WTF?”  My mom has Stage IV, inoperable lung cancer  She has NEVER smoked  Lung cancer is the #1 cancer killer and the LEAST funded  Lung cancer is no longer just a smoker’s disease  Smoking stigma stands in the way of lung cancer research funding  Bottom line: ANYONE can get lung cancer. ANYONE!  NO ONE deserves lung cancer! PRSA Institute: "A Whole Now World" 10.29.10
  32. 32. Why I Started “WTF?”  5-year survival rate has remained UNCHANGED for more than 40 years at 15.5%  60% of all new lung cancer cases are diagnosed in people who have NEVER smoked or former smokers who quit decades ago  1 in 5 women and 1 in 12 men diagnosed with lung cancer have never smoked  Only 16% of lung cancer is being diagnosed at its earliest and most curable stage  No early detection screening protocol for lung cancer Source: Lung Cancer Alliance PRSA Institute: "A Whole Now World" 10.29.10
  33. 33. Why I Started “WTF?”  Least funded in dollars per death of the four major cancers  Breast  Prostate  Colon  Lung  Total research funding from the National Institute of Health, Centers for Disease Control and Department of Defense (in millions)  WTF? Source: Lung Cancer Alliance PRSA Institute: "A Whole Now World" 10.29.10
  34. 34. Why I Started “WTF?” “As a doctor and as the sister of Dana Reeve, a woman who never smoked and who died of lung cancer at age 44, I see lung cancer as the biggest unmet women’s public health challenge we face today,” said Deborah Morosini, MD, pathologist and LCA Board Member. The Out of the Shadows: Report on Women and Lung Cancer presented by Brigham and Women’s Hospital’s Women’s Health Policy and Advocacy Program at the Connors Center for Women’s Health and Gender Biology PRSA Institute: "A Whole Now World" 10.29.10
  35. 35. Why I Started “WTF?”  People need to be educated on the true facts of lung cancer  Education will reduce the stigma  Reduced stigma will lead to more awareness and funding for lung cancer  SOMEONE needs to tell this story in a different way! PRSA Institute: "A Whole Now World" 10.29.10
  36. 36. “WTF?” (Where’s the Funding) for Lung Cancer?  Yeah, you get the double- entendre!  Personal, politically incorrect social media campaign  Launched Facebook Fan Page, Twitter profile and blog in October 2009  1,000 Facebook fans in less than a week  3,000+ fans in 6 months  4,300+ today! PRSA Institute: "A Whole Now World" 10.29.10
  37. 37. “WTF?” Yep, That’s What I Mean!  That “different” way is all in the name  Double-entendre to cut through the clutter, be relevant and attract attention  For those who don’t “get” the double-meaning, the messaging is still on target  Seriously, “Where’s the Funding?” AAMOF – As A Matter Of Fact AFAIK – As Far As I KnowAFAIC – As Far As I’m ConcernedAFAICT – As Far As I Can TellAFK – Away From KeyboardASAP – As Soon As Possible ASL – Age,Sex,Location BAG – Big @ss GrinBAK – Back At KeyboardBBL – Be Back Later BF – BoyFriendBFD – Big Fricken DealBITMT – But In The MeantimeBOT – Back On TopicBRB – Be Right BackBSEG – BIG Sh*t Eat’n GrinBTW – By the wayC4N – Ciao For NowCRS – Can’t Remember “Stuff”CU – See YouCUL8R – See You LaterCWOT – Complete Waste Of TimeCYA – See YaDIY – Do It YourselfEOD – End Of DiscussionEZ – EasyF2F – Face To FaceFAQ – Frequently Asked QuestionsFBOW – For Better Or WorseFOAF – Friend Of A FriendFOCL – Falling Off Chair LaughingFWIW – For What It’s WorthFYA – For Your AmusementFYI – For Your Information/ga – Go AheadGAL – Get A LifeGBTW – Get Back To WorkGF – GirlfriendGFC – Going For CoffeeGFETE – Grinning From Ear To EarGMTA – Great minds think alikeGR&D – Grinning, Running & DuckingGTG – Got To GoGTGTTBR – Got To Go To The BathroomGTRM Going To Read MailGU GeographicallyUndesirableH8 – HateHAND – Have A Nice DayHHOK – Ha Ha Only KiddingHTH – Hope This HelpsIAC – In Any CaseIAE – In Any EventIANAL – I am not a lawyerIC – I SeeIDGI – I Don’t Get ItIMCO – In My Considered OpinionIMHO – In my humble opinionIMNHO – In my NEVER humble opinionIMNSHO – in My Not So Humble OpinionIMO – In My OpinionIMPE – In My Personal ExperienceIMVHO – In My Very Humble OpinionIOW – In Other WordsIRL – In Real LifeISP – Internet Service ProviderIYKWIM – If You Know What I MeanJIC – Just In CaseJ/K – Just kiddingKISS – Keep It Simple StupidL8R – LaterLOL – Laughing Out LoudLMAO – Laughing My Arse OffLMFAO – Laughing My F*cking Arse OffLTNS – Long Time No SeeMorF – Male or FemaleMTCW – My Two Cents WorthNBD – No Big DealNRN – No Reply NecessaryNTK – Need To KnowONNA – Oh No, Not Again!OTOH – On The Other HandOTTOMH – Off the top of my headOIC – Oh I SeeOTF – On The FloorOLL – Online LovePITA – Pain In The @ssPLS – PleasePSTFU – Please…Shut The Fluck UpPU – That Stinks!REHI – Hello Again (re-Hi!)RL – Real LifeROFL – Rolling On Floor LaughingROTF – Rolling On The FloorROTFL – Rolling On The Floor LaughingRSN – Real Soon NowRTDox – Read The DocumentationRTFM – Read The Frickin’ ManualRUOK – Are You OK?RW – Real WorldSNAFU – Situation Normal All Fouled UpSO – Significant OtherSOL – Smiling Out Loud (or Sh*t Out of Luck)TANSTAAFL – There Ain’t No Such Thing As A Free LunchTAFN – That’s All ForNowTEOTWAWKI – The End Of The World As WeKnow ItTMI – To Much InformationTTFN – Ta Tah For NowTY – Thank YouWEG – Wicked Evil GrinWTF – What The F*ckYW – Your Welcome PRSA Institute: "A Whole Now World" 10.29.10
  38. 38. How and Why Has the “WTF?” Community Grown So Quickly? My Theory: PEEP  Passion for Change  A new voice giving lung cancer survivors another voice for creating change through passion for the cause  Engagement  Daily dialogue, feedback, updates, links, etc.  Someone dedicated to the cause  A sense that “finally someone is listening to lung cancer”  “WTF?” feels more like family than a community  Empowerment  Arming “WTF-ers” with tools, ideas and confidence that empowers them to take charge and/or participate in creating change.  Progress  Continuously updating supporters on the fruits of their labor PRSA Institute: "A Whole Now World" 10.29.10
  39. 39. “WTF?” Engagement Content  Blog posts regarding my mom’s journey that members can relate to  New campaign challenges  Polls and questions for feedback  Photo albums/Upcoming events  Hard news  Offer text and resources members can simply copy and paste to help spread the word PRSA Institute: "A Whole Now World" 10.29.10
  40. 40. Valentine’s Day Wish Campaign  On February 2nd, “WTF-ers” were challenged to increase the number of “WTF?” Facebook Cause members from 115 to 200 members by Valentine’s Day  On February 10th, “WTF-ers” surpassed our goal, with 218 members  I upped the ante and challenged them to get 250 members  “WTF-ers” came through BIG TIME, increasing the number of “WTF?” Facebook Cause members from 115 to 260 members by Valentine’s Day PRSA Institute: "A Whole Now World" 10.29.10
  41. 41. “ANYONE CAN GET LUNG CANCER” Social Media Campaign  “WTF?” selected as “Socialize Your Cause” featured cause of the week  “Socialize Your Cause” helps non-profit & charity organizations tell their story, activate people to join their cause  Created a social media campaign around this opportunity  Goal: $20 from 500 people in one week PRSA Institute: "A Whole Now World" 10.29.10
  42. 42. “ANYONE CAN GET LUNG CANCER” Campaign Results  Extended campaign another week due to tremendous response  3 generously donated prizes  Connected with new supporters and influencers  Raised nearly $7,000 PRSA Institute: "A Whole Now World" 10.29.10
  43. 43. Campaign Video Drawing and Winners Announcement PRSA Institute: "A Whole Now World" 10.29.10 Video Announcement
  44. 44. Keeping “WTF-ers” Engaged  Facebook poll to gauge interest in creating “WTF? Mobs” (chapters) across the country  Poll question: “Are you interested in leading/participating in a ‘WTF? Mob’ in your city/area to help expand our efforts?”  Incredible response  Able to immediately connect “WTF-ers” in same location  Now developing a comprehensive ambassador program PRSA Institute: "A Whole Now World" 10.29.10
  45. 45. Keeping “WTF-ers” Engaged  Created a twtpol asking: “Did you know you do NOT have to smoke to get lung cancer?”  Sent out to my personal Twitter followers, not “WTF?” Twitter account  More than 100 responses PRSA Institute: "A Whole Now World" 10.29.10
  46. 46. Keeping “WTF-ers” Engaged  Photo Albums & Stories! – “THIS” is Lung Cancer” – “Fighting & Uniting Against Lung Cancer” – “How to Spell ‘WTF? 4 LC?’ – “WTF?” Merchandise PRSA Institute: "A Whole Now World" 10.29.10
  47. 47. Keeping “WTF-ers” Engaged Video: Dear Mr. President: A Beer & 15 Minutes PRSA Institute: "A Whole Now World" 10.29.10
  48. 48. Keeping “WTF-ers” Engaged Interview with Desperate Housewives’ actress Kathryn Joosten PRSA Institute: "A Whole Now World" 10.29.10
  49. 49. Keeping “WTF-ers” Engaged PRSA Institute: "A Whole Now World" 10.29.10 Interview with ABCs Sam Donaldson
  50. 50. Keeping “WTF-ers” Engaged Live WTF? Ustream Show PRSA Institute: "A Whole Now World" 10.29.10
  51. 51. Keeping “WTF-ers” Engaged PRSA Institute: "A Whole Now World" 10.29.10 “WTF-er” Campaign Challenge Video
  52. 52. Results: “WTF?” 4 LC? Challenge  Spelled out in sea shells on the beach where two sisters spread their mother’s ashes two days before  Spelled out with lemons, pennies, dog food, M&M’s, blocks, Bendaroos, beauty products, glue sticks and tools PRSA Institute: "A Whole Now World" 10.29.10
  53. 53. Removed SU2C Smokin’ T-shirts PRSA Institute: "A Whole Now World" 10.29.10  “Smokin' isn't cool. It isn't sexy. And it sure isn't smart. It is, however, responsible for 90% of lung cancer. So stand up, take a deep breath and give your all to fight all cancers. That’s not just smoking, it’s hot.”  Promoting “Smokin” merchandise – with wrong statistic!  Perpetuated smoking stigma  Advocates got T- shirts removed!
  54. 54. SU2C Lung Cancer Bit PRSA Institute: "A Whole Now World" 10.29.10  Actors Eric Stonestreet and Jim Parsons did a “comedy” bit about lung cancer  My mom (and others) did NOT find it funny  Wrote blog post about my mom’s letter to SU2C  Encouraged others to write to SU2C & forward blog post
  55. 55. SU2C Lung Cancer Bit PRSA Institute: "A Whole Now World" 10.29.10  Received “canned” email response “We’re sensitive to the issues that arise when discussing cancer; in fact, our show writers include cancer survivors. Taking that into account, we know that dealing with and talking about cancer involves many emotions, including having a sense of humor.” (portion of response)
  56. 56. SU2C Apology  Received personal apology from Tom Chiodo  Sr. VP, Business Development Entertainment Industry Foundation Stand Up 2 Cancer | iParticipate PRSA Institute: "A Whole Now World" 10.29.10
  57. 57. SU2C Apology “I am a senior member of the Stand Up To Cancer communications team, and a cancer survivor. I want to apologize that we offended you and other viewers with the telecast’s lung cancer segment and then with our reply to some of the emails we received. I want to reach out individually to everyone that wrote to us. We take all the feedback we’ve received to heart, and going forward, it will help inform our decision-making process about the content we produce.” – Tom Chiodo (portion of response) PRSA Institute: "A Whole Now World" 10.29.10
  58. 58. WTF? Becomes Bonnie J Addario Lung Cancer Foundation Affiliate  All WTF? funds go to Bonnie J Addario Lung Cancer Foundation  Bonnie is lung cancer survivor and amazing advocate  Perfect marriage: Set up a fund in my mom’s name and direct $$$ to it  Foundation has heavy emphasis on lung cancer research - early detection and personalized medicine  In addition, I now work for BJALCF as its social media strategist  My WTF? community is part of my BJALCF work PRSA Institute: "A Whole Now World" 10.29.10
  59. 59. “Just Like Jill” Campaign  Jill Costello – The NEW face of lung cancer  Diagnosed at age 21  Never smoked  UC Berkeley grad  Coxswain for Cal Women’s Crew  Jill never gave up. She never stopped smiling.  Campaign to highlight all of those “Just Like Jill” PRSA Institute: "A Whole Now World" 10.29.10
  60. 60. “Just Like Jill” Campaign  Jill died June 24, 2010  22 years young  Despite 20+ rounds of chemo and 14 radiation treatments, Jill coxed Cal Bears to 2nd place slot at the NCAA Women’s Division I Rowing Championships.  She was an absolute inspiration to her teammates, friends, family and countless people who never met her PRSA Institute: "A Whole Now World" 10.29.10
  61. 61. “Just Like Jill” Campaign  In her final moments, Jill made sure her family and friends knew her wishes: Do everything you can to “BEAT Lung Cancer.”  She had her Aunt Kathy dictate instructions for all of us to “Get Date Out Big Time!” PRSA Institute: "A Whole Now World" 10.29.10
  62. 62. “Just Like Jill” Campaign  The BJALCF “Jog for Jill” walk/run is what Jill was referring to “On September 12, 2010, the Foundation is having a 5k walk/run in Golden Gate Park in San Francisco, California and I am inviting all of you to participate in my honor. Last year, ‘Team Jill’ entered and won top fundraising team with over $10,000!!! This year I would like to up the ante and shoot for an even higher goal. I would like “Team Jill’ to hit $25,000!!! Think we can do it? I have registered ‘Team Jill’ and you are now welcome to join. This way we are all registered together.” – Jillian Costello PRSA Institute: "A Whole Now World" 10.29.10
  63. 63. “Just Like Jill” Campaign PRSA Institute: "A Whole Now World" 10.29.10
  64. 64. “Just Like Jill” Campaign PRSA Institute: "A Whole Now World" 10.29.10
  65. 65. “Just Like Jill” Campaign PRSA Institute: "A Whole Now World" 10.29.10
  66. 66. “Just Like Jill” Campaign PRSA Institute: "A Whole Now World" 10.29.10
  67. 67. “Just Like Jill” Campaign PRSA Institute: "A Whole Now World" 10.29.10
  68. 68. “Just Like Jill” Campaign  Streamed Jill’s memorial services live on Ustream, tweeted the “play-by-play” and chatted in real time  People all over the world watched – as far as South Africa & France PRSA Institute: "A Whole Now World" 10.29.10
  69. 69. “Jog For Jill”  5,000 people participated in Bonnie J Addario Lung Cancer Foundation’s “Jog for Jill” Walk/Run  $370,000+ raised  Event literally stopped traffic in Golden Gate Park PRSA Institute: "A Whole Now World" 10.29.10
  70. 70. “Jog For Jill”  Of course, “Jack,” Jill’s graduation present was there too! PRSA Institute: "A Whole Now World" 10.29.10
  71. 71. “Jog For Jill”  “Team Jill” is mobilizing across the country  College students start a movement to do as Jill asked us to do: “Beat Lung Cancer” PRSA Institute: "A Whole Now World" 10.29.10
  72. 72. Why I Don’t “DO” Status Quo and Why You Can’t Afford to Either! Do I wish lung cancer was my passion? HELL NO! PRSA Institute: "A Whole Now World" 10.29.10
  73. 73. Why I Don’t “DO” Status Quo and Why You Can’t Afford to Either!  My mom is living scan to scan…until her body can no longer handle the treatments  This should NOT be the case  Lung cancer should be a treatable chronic disease  I won’t stand for it  None of us can afford to stand for it  Lung cancer can come to your house just as easily as it came to mine  None of us can settle for status quo! PRSA Institute: "A Whole Now World" 10.29.10
  74. 74. Why I Don’t “DO” Status Quo and Why You Can’t Afford to Either! My Challenge to YOU:  Ask yourself, these simple questions:  “What’s my WTF?”  “What am I settling for?”  “What can I change?”  “What SHOULD I change?”  It doesn’t have to be as heavy as lung cancer  Heck, maybe you think the school drop off and pick up system is dangerous and needs to change (my guess is, you’re not alone) PRSA Institute: "A Whole Now World" 10.29.10 What’s Your WTF?
  75. 75. Why I Don’t “DO” Status Quo and Why You Can’t Afford to Either! My Challenge to YOU:  Whatever…there are a bazillion problems out there and/or things that could simply be better  Go fix them - or try to  …which takes us to the “Fifth D” PRSA Institute: "A Whole Now World" 10.29.10 What’s Your WTF?
  76. 76. The Fifth D Be “Doers” of Change “DOERS” Don’t “do” Status Quo PRSA Institute: "A Whole Now World" 10.29.10
  77. 77. Links to “WTF?” PRSA Institute: "A Whole Now World" 10.29.10  “WTF?” Blog: (http://www.wtflungcancer.com)  Facebook Fan Page (http://www.facebook.com/WTFLungCancer)  Twitter (http://www.twitter.com/wtflungcancer)  YouTube (http://www.youtube.com/user/jenniferjwindrum  Bonnie J Addario Lung Cancer Foundation (http://www.lungcancerfoundation.org)
  78. 78. Connect with the “Non Lung Cancer” Me PRSA Institute: "A Whole Now World" 10.29.10 http://thatis.me/jennifer/
  79. 79. Why I Don’t “DO” Status Quo and Why You Can’t Afford to Either! PRSA Institute: "A Whole Now World" 10.29.10

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