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"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 ...

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

    • Why I Don’t “DO” Status Quo and Why You Can’t Afford to Either!
      PRSA Institute: "A Whole Now World" 10.29.10
    • I Don’t “DO” Status Quo!
      PRSA Institute: "A Whole Now World" 10.29.10
    • 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
    • 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
    • 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
    • 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
    • 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
    • The Three Ds
      D #1
      DIVORCE
      PRSA Institute: "A Whole Now World" 10.29.10
    • The Three Ds
      D #2
      DEATH
      PRSA Institute: "A Whole Now World" 10.29.10
    • The Three Ds
      D #3
      DEPRESSION
      PRSA Institute: "A Whole Now World" 10.29.10
    • The Fourth D
      The three Ds lead me to my fourth D:
      Insane
      DRIVE
      PRSA Institute: "A Whole Now World" 10.29.10
    • Insane Drive
      PRSA Institute: "A Whole Now World" 10.29.10
    • 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
    • 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
    • Got Fired….and Blogged About It!
      PRSA Institute: "A Whole Now World" 10.29.10
    • Yay! I Just Got Fired! True Passions, Here I Come!
      PRSA Institute: "A Whole Now World" 10.29.10
    • 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
    • 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
    • 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
    • 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
    • WTF? Logo & Merchandise
      PRSA Institute: "A Whole Now World" 10.29.10
    • WTF? Facebook Page
      PRSA Institute: "A Whole Now World" 10.29.10
    • WTF? Blog
      PRSA Institute: "A Whole Now World" 10.29.10
    • WTF? Twitter
      @wtflungcancer
      PRSA Institute: "A Whole Now World" 10.29.10
    • From the Mudroom
      WTF? Headquarters!
      PRSA Institute: "A Whole Now World" 10.29.10
    • From the Mudroom
      WTF? Headquarters!
      PRSA Institute: "A Whole Now World" 10.29.10
    • From the Mudroom
      WTF? Headquarters!
      PRSA Institute: "A Whole Now World" 10.29.10
    • Why I Started “WTF?”
      PRSA Institute: "A Whole Now World" 10.29.10
    • Why I Started “WTF?”
      PRSA Institute: "A Whole Now World" 10.29.10
      THIS makes absolutely NO sense!
    • Think You Know Lung Cancer? Think Again!
      PRSA Institute: "A Whole Now World" 10.29.10
      Campaign Video
    • 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
    • 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
    • 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
    • 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
    • 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
    • “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
    • “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 @ssGrinBAK – Back At KeyboardBBL – Be Back LaterBF – BoyFriendBFD – Big FrickenDealBITMT – But In The MeantimeBOT – Back On TopicBRB – Be Right BackBSEG – BIG Sh*t Eat’nGrinBTW – 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 ArseOffLMFAO – Laughing My F*ckingArseOffLTNS – 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 FluckUpPU – 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 WeKnowItTMI – 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
    • 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
    • “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
    • 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
    • “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
    • “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
    • Campaign Video Drawing and Winners Announcement
      PRSA Institute: "A Whole Now World" 10.29.10
      Video Announcement
    • 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
    • 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
    • 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
    • Keeping “WTF-ers” Engaged
      Video: Dear Mr. President: A Beer & 15 Minutes
      PRSA Institute: "A Whole Now World" 10.29.10
    • Keeping “WTF-ers” Engaged
      Interview with Desperate Housewives’ actress Kathryn Joosten
      PRSA Institute: "A Whole Now World" 10.29.10
    • Keeping “WTF-ers” Engaged
      PRSA Institute: "A Whole Now World" 10.29.10
      Interview with ABCs Sam Donaldson
    • Keeping “WTF-ers” Engaged
      Live WTF? Ustream Show
      PRSA Institute: "A Whole Now World" 10.29.10
    • Keeping “WTF-ers” Engaged
      PRSA Institute: "A Whole Now World" 10.29.10
      “WTF-er” Campaign Challenge Video
    • 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
    • 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!
    • 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
    • SU2C Lung Cancer Bit
      PRSA Institute: "A Whole Now World" 10.29.10
      Received “canned” email response
      “We’re sensitiveto 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 aboutcancer involves many emotions, including having a sense of humor.”
      (portion of response)
    • SU2C Apology
      Received personal apology from Tom Chiodo 
      Sr. VP, Business DevelopmentEntertainment Industry Foundation
      Stand Up 2 Cancer | iParticipate
      PRSA Institute: "A Whole Now World" 10.29.10
    • 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
    • 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
    • “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
    • “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
    • “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
    • “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
    • “Just Like Jill” Campaign
      PRSA Institute: "A Whole Now World" 10.29.10
    • “Just Like Jill” Campaign
      PRSA Institute: "A Whole Now World" 10.29.10
    • “Just Like Jill” Campaign
      PRSA Institute: "A Whole Now World" 10.29.10
    • “Just Like Jill” Campaign
      PRSA Institute: "A Whole Now World" 10.29.10
    • “Just Like Jill” Campaign
      PRSA Institute: "A Whole Now World" 10.29.10
    • “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
    • “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
    • “Jog For Jill”
      Of course, “Jack,” Jill’s graduation present was there too!
      PRSA Institute: "A Whole Now World" 10.29.10
    • “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
    • 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
    • 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
    • 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?
    • 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?
    • The Fifth D
      Be “Doers” of Change
      “DOERS”
      Don’t “do” Status Quo
      PRSA Institute: "A Whole Now World" 10.29.10
    • 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)
    • Connect with the “Non Lung Cancer” Me
      PRSA Institute: "A Whole Now World" 10.29.10
      http://thatis.me/jennifer/
    • Why I Don’t “DO” Status Quo and Why You Can’t Afford to Either!
      PRSA Institute: "A Whole Now World" 10.29.10