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(Red) lazarus effect ppt
 

(Red) lazarus effect ppt

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(Red) lazarus effect ppt (Red) lazarus effect ppt Presentation Transcript

  • (RED) CAMPAIGN:THE LAZARUS EFFECT
  • Just two pills a day…
  • Can transform a person with HIV like Motselisi from near death…
  • … to a healthy and thriving Motselisi in as little as 90 days.
  • MafusiKhantsi
    Mafusi Before
    Mafusi – 90 Days Later
    It’s called the Lazarus Effect
  • THE LAZARUS EFFECT CAMPAIGN
    THE LAZARUS EFFECT FILM documents the Lazarus Effect transformation and follows the stories of people whose lives have been transformed from a near death existence to a healthier, more stable life in as little as three months.
    Directed by Lance Bangs
    Executive Produced by Spike Jonze
    Aired May 24th on HBO, YouTube, Channel 4 and iPad App
    Premiered May 4th, NYC Event – MOMA / live at Facebook
    THE PSA CAMPAIGNflips expected PSA and charity marketing on its ear. The campaign focuses on the power of 40 cents for someone who is HIV positive.
      Bono, Penelope CruzBono, Penelope Cruz, Javier Bardem, Christy Turlington, Julianne Moore, Naomi Watts, The Jonas Brothers , Gabourey Sidibe, Claire Danes, Alek Wek, Iman, Gwen Stefani, Don Cheadle, Hugh Jackman, Orlando Bloom, Lucy Liu, Kerry Washington, Hayden Christiansen, Jane Lynch, Julia Louis-Dreyfus, LeAnn Rimes, John Turturro, Toni Collette, Bryan Cranston and Michelle Rodriguez demonstrate what they have bought for 40¢ to show the real significance of what that 40¢ can do in the context of life saving medicine.   It’s about the miraculous transformation that ARV’s can have on someone living with HIV. Simply put,  For 40 cents a day a person with AIDS can get the two pills they need to stay alive.
     
  • THE LAZARUS EFFECT CAMPAIGN: OBJECTIVES
    DriveTune-in and awareness of the May 24th release of The Lazarus Effect on HBO, YouTube, Channel 4, and the iPad App
    • Low Cost. High Impact.
    • Move people to take action
    • Create a global audience
    Maximize continued awareness and viewership through a broad network of channels:
    • (RED) media partners
    • Joinred.com, Email and social channels
    • (RED) product partner channels
    • Partner organizations
    • Celebrities and friends of (RED)
    • (RED)NIGHTS & (RED)WIRE Artists
  • THE LAZARUS EFFECT CAMPAIGN: ACTIVATION
    TO DATE, OVER 1 MILLION TUNE-INS OF THE FILM
    OVER 800 MILLION IMPRESSIONS OF THE PSA’s (FEATURING OVER 30 CELEBRITIES) IN 3 MONTHS AND COUNTING…
  • THE LAZARUS EFFECT CAMPAIGN: ACTIVATION
    Media/Partner Support of The Lazarus Effect Campaign
    Broadcast Partners – Over 1 million Tune-ins to date across multiple channels: HBO, YouTube, Ch 4, iPad
    Television Partners– 422 Million Impressions to date (PSA Campaign is still running)
    HBO, Channel 4 (UK), FOX, CBS, ABC, CNN Properties, MTV Properties, Bravo, CW, Fox News, Fox Business, Fox Soccer Channel, Fox Sports en Espanol, National Geographic Channel
    Digital Partners – approx 119 Million Impressions to Date to promote the campaign
    YouTube, Facebook, Twitter, HBO.com, HULU, Brightroll, VideoEgg, MySpace, Fader, Funny or Die, Huffington Post, Salon.com, Daily Beast, Gawker, NYPost.com, MTV Networks, NY Observer, USAToday.com, Instyle.com, Essence.com, SI.com, The Week
    PrintPartners– 115 Million Impressions to Date
    NY Times, The NY Post, Washington Post, Time, People, Entertainment Weekly, New Yorker, New York Observer, Rolling Stone, LA Times, USA Today
    OOH – 46 Million Impressions to Date
    NBC Taxi’s (NYC), 1,000 Movie Theatres, Outdoor Billboards, Captivate Elevators, Arthouse
    (RED) Properties – 70 Million Impressions to Date - Joinred.com, (RED) Email Database, Blog, FB, Twitter
    (RED) Proud Partners - 47 Million Impressions to Date
    Nike, Starbucks, Dell, Gap, Bugaboo, Converse, Emporio Armani, Beats, Penguin, Timbuk2, Girl
    Partner Organizations– 34 Million Impressions to Date
    The Global Fund, UNF, ONE, Gates Foundation, charity: water
    Celebritiesand Friends of (RED)- 19 Million Impressions to Date
    eg: Christy Turlington, Jonas Brothers, Gwen Stefani etc…
  • ACTIVATION OF TV MEDIA PARNTERS
    Media friends of (RED): FOX, ABC, CBS and many more delivered over 422 Million FREEImpressions to The Lazarus Effect to date, and the campaign continues to run on over 10 top TV networks
  • ACTIVATION OF DIGITAL MEDIA PARNTERS
    (RED) Media partners including MySpace Brightroll, Ooyala, MySpace, Hulu, Facebook, Apple app store and many more delivered approx. 119 Million FREEImpressions to The Lazarus Effect campaign
  • ACTIVATION OF PRINT MEDIA PARNTERS
    Friends of (RED) NY Times, People, Washington Post and many more delivered over 115Million Impressions to The Lazarus Effect
  • ACTIVATION OF OUTDOOR MEDIA PARNTERS
    Friends of (RED) NBC Everywhere (Taxi’s), Cinemedia (Theatres), CBS Outdoor (Billboards) and Captivate Network (Elevators) delivered over 46Million Impressions to The Lazarus Effect
  • ACTIVATION OF (RED)’s OWN PROPERTIES AND NETWORKS (JOINRED)
    Via Email, Facebook, Twitter, MySpace, and the (RED) blog we help spread the word generating over 70 Million Impressions to The Lazarus Effect
    With HBO (RED) created a dedicated
    tab on our Facebook page prompting
    people to view & share
  • ACTIVATION OF (RED)’s PROUD PARTNERS
    (RED) Partners delivered over 47 Million Impressions to The Lazarus Effect
  • ACTIVATION OF (RED)’s PARTNER ORGANIZATIONS
    Friends of (RED) including ONE, The Global Fund, The United Nations Foundation and many more delivered over 34 Million Impressions to The Lazarus Effect
  • ACTIVATION OF (RED) CELEBRITIES AND INFLUENCERS
    Celebrities who support (RED) delivered over 19 Million Impressions to The Lazarus Effect
  • ACTIVATION OF (RED) CELEBRITIES AND INFLUENCERS
    Celebrities who support (RED) delivered over 19 Million Impressions to The Lazarus Effect
  • ACTIVATION - PR STRATEGIC MEDIA PARTNERSHIPS REACH FAR AND WIDE
    STERN,
    Germany, June 2010
    7.5 million readers
    THE TODAY SHOW WITH KERRY WASHINGTON, New York, May 2010
    Over 5 million viewers
    JONATHAN ROSS WITH
    GABOUREY SIDIBE, London, May 2010
    5 million global views
    VANITY FAIR,
    Italy, June 2010
    Circulation - 270,000
    1,500,000,000 Impressions
    CORRIERE DELLA SERA,
    Italy, June, 2010
    Circulation - 686,813
    EL MUNDO, Spain, June 2010
    Circulation - 320,000
    ETHNOS MAGAZINE,
    Greece, June 2010
    Circulation - 44,899
    GRAZIA, Australia, June 2010
    Circulation - 66,102
  • THE LAZARUS EFFECT CAMPAIGN
    Success
    (RED) generated over 800 Million FREE media impressions of The Lazarus Effect Campaign film and PSA campaign through partnerships, donated media, and the (RED) network of friends and partners
    The media that was secured for the Lazarus Effect campaign by (RED) generated a 9:1 return on investment
    (RED) generated over 1.5 Billion total impressions around the Lazarus Effect Campaign including 715 Million in PR impressions and over 800 Million in free media impressions
    The Lazarus Effect Film has been viewed over 1 Million times in just over 3 months
    Ultimately, awareness of (RED), our mission and our partners grew exponentially as a result of the media we were able to garner