(RED) CAMPAIGN:THE LAZARUS EFFECT<br />
Just two pills a day…<br />
Can transform a person with HIV like Motselisi from near death…<br />
… to a healthy and thriving Motselisi in as little as 90 days.<br />
MafusiKhantsi<br />Mafusi  Before<br />Mafusi – 90 Days Later<br />It’s called the Lazarus Effect<br />
THE LAZARUS EFFECT CAMPAIGN<br />	THE LAZARUS EFFECT FILM documents the Lazarus Effect transformation and follows the stor...
THE LAZARUS EFFECT CAMPAIGN: OBJECTIVES<br />DriveTune-in and awareness of the May 24th release of The Lazarus Effect on H...
 Move people to take action
Create a global audience</li></ul>Maximize continued awareness and viewership through a broad network of channels: <br /><...
 Joinred.com, Email and social channels
 (RED) product partner channels
Partner organizations
 Celebrities and friends of (RED)
 (RED)NIGHTS & (RED)WIRE Artists</li></li></ul><li>THE LAZARUS EFFECT CAMPAIGN: ACTIVATION<br />TO DATE, OVER 1 MILLION TU...
THE LAZARUS EFFECT CAMPAIGN: ACTIVATION<br />Media/Partner Support of The Lazarus Effect Campaign <br />Broadcast Partners...
ACTIVATION OF TV MEDIA PARNTERS<br />Media friends of (RED):  FOX, ABC, CBS and many more delivered over 422 Million FREEI...
ACTIVATION OF DIGITAL MEDIA PARNTERS<br />(RED) Media partners including MySpace Brightroll, Ooyala, MySpace, Hulu, Facebo...
ACTIVATION OF PRINT MEDIA PARNTERS<br />Friends of (RED) NY Times, People, Washington Post and many more delivered over 11...
ACTIVATION OF OUTDOOR MEDIA PARNTERS<br />Friends of (RED) NBC Everywhere (Taxi’s), Cinemedia (Theatres), CBS Outdoor (Bil...
ACTIVATION OF (RED)’s OWN PROPERTIES AND NETWORKS (JOINRED)<br />Via Email, Facebook, Twitter, MySpace, and the (RED) blog...
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(Red) lazarus effect ppt

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  • (Red) lazarus effect ppt

    1. 1. (RED) CAMPAIGN:THE LAZARUS EFFECT<br />
    2. 2. Just two pills a day…<br />
    3. 3. Can transform a person with HIV like Motselisi from near death…<br />
    4. 4. … to a healthy and thriving Motselisi in as little as 90 days.<br />
    5. 5. MafusiKhantsi<br />Mafusi Before<br />Mafusi – 90 Days Later<br />It’s called the Lazarus Effect<br />
    6. 6. THE LAZARUS EFFECT CAMPAIGN<br /> 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.<br /> Directed by Lance Bangs<br /> Executive Produced by Spike Jonze<br /> Aired May 24th on HBO, YouTube, Channel 4 and iPad App<br /> Premiered May 4th, NYC Event – MOMA / live at Facebook <br />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. <br />  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. <br /> <br />
    7. 7. THE LAZARUS EFFECT CAMPAIGN: OBJECTIVES<br />DriveTune-in and awareness of the May 24th release of The Lazarus Effect on HBO, YouTube, Channel 4, and the iPad App <br /><ul><li> Low Cost. High Impact.
    8. 8. Move people to take action
    9. 9. Create a global audience</li></ul>Maximize continued awareness and viewership through a broad network of channels: <br /><ul><li>(RED) media partners
    10. 10. Joinred.com, Email and social channels
    11. 11. (RED) product partner channels
    12. 12. Partner organizations
    13. 13. Celebrities and friends of (RED)
    14. 14. (RED)NIGHTS & (RED)WIRE Artists</li></li></ul><li>THE LAZARUS EFFECT CAMPAIGN: ACTIVATION<br />TO DATE, OVER 1 MILLION TUNE-INS OF THE FILM<br />OVER 800 MILLION IMPRESSIONS OF THE PSA’s (FEATURING OVER 30 CELEBRITIES) IN 3 MONTHS AND COUNTING…<br />
    15. 15. THE LAZARUS EFFECT CAMPAIGN: ACTIVATION<br />Media/Partner Support of The Lazarus Effect Campaign <br />Broadcast Partners – Over 1 million Tune-ins to date across multiple channels: HBO, YouTube, Ch 4, iPad<br />Television Partners– 422 Million Impressions to date (PSA Campaign is still running)<br />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<br />Digital Partners – approx 119 Million Impressions to Date to promote the campaign <br />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<br />PrintPartners– 115 Million Impressions to Date<br />NY Times, The NY Post, Washington Post, Time, People, Entertainment Weekly, New Yorker, New York Observer, Rolling Stone, LA Times, USA Today <br />OOH – 46 Million Impressions to Date<br />NBC Taxi’s (NYC), 1,000 Movie Theatres, Outdoor Billboards, Captivate Elevators, Arthouse<br />(RED) Properties – 70 Million Impressions to Date - Joinred.com, (RED) Email Database, Blog, FB, Twitter <br />(RED) Proud Partners - 47 Million Impressions to Date<br />Nike, Starbucks, Dell, Gap, Bugaboo, Converse, Emporio Armani, Beats, Penguin, Timbuk2, Girl<br />Partner Organizations– 34 Million Impressions to Date<br /> The Global Fund, UNF, ONE, Gates Foundation, charity: water<br />Celebritiesand Friends of (RED)- 19 Million Impressions to Date<br />eg: Christy Turlington, Jonas Brothers, Gwen Stefani etc… <br />
    16. 16. ACTIVATION OF TV MEDIA PARNTERS<br />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 <br />
    17. 17. ACTIVATION OF DIGITAL MEDIA PARNTERS<br />(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<br />
    18. 18. ACTIVATION OF PRINT MEDIA PARNTERS<br />Friends of (RED) NY Times, People, Washington Post and many more delivered over 115Million Impressions to The Lazarus Effect <br />
    19. 19. ACTIVATION OF OUTDOOR MEDIA PARNTERS<br />Friends of (RED) NBC Everywhere (Taxi’s), Cinemedia (Theatres), CBS Outdoor (Billboards) and Captivate Network (Elevators) delivered over 46Million Impressions to The Lazarus Effect <br />
    20. 20. ACTIVATION OF (RED)’s OWN PROPERTIES AND NETWORKS (JOINRED)<br />Via Email, Facebook, Twitter, MySpace, and the (RED) blog we help spread the word generating over 70 Million Impressions to The Lazarus Effect<br />With HBO (RED) created a dedicated <br />tab on our Facebook page prompting <br />people to view & share <br />
    21. 21. ACTIVATION OF (RED)’s PROUD PARTNERS<br />(RED) Partners delivered over 47 Million Impressions to The Lazarus Effect <br />
    22. 22. ACTIVATION OF (RED)’s PARTNER ORGANIZATIONS<br />Friends of (RED) including ONE, The Global Fund, The United Nations Foundation and many more delivered over 34 Million Impressions to The Lazarus Effect <br />
    23. 23. ACTIVATION OF (RED) CELEBRITIES AND INFLUENCERS<br />Celebrities who support (RED) delivered over 19 Million Impressions to The Lazarus Effect <br />
    24. 24. ACTIVATION OF (RED) CELEBRITIES AND INFLUENCERS<br />Celebrities who support (RED) delivered over 19 Million Impressions to The Lazarus Effect <br />
    25. 25. ACTIVATION - PR STRATEGIC MEDIA PARTNERSHIPS REACH FAR AND WIDE<br />STERN, <br />Germany, June 2010<br />7.5 million readers<br />THE TODAY SHOW WITH KERRY WASHINGTON, New York, May 2010<br />Over 5 million viewers<br />JONATHAN ROSS WITH <br />GABOUREY SIDIBE, London, May 2010 <br />5 million global views<br />VANITY FAIR, <br />Italy, June 2010<br />Circulation - 270,000<br />1,500,000,000 Impressions<br />CORRIERE DELLA SERA,<br />Italy, June, 2010<br />Circulation - 686,813<br />EL MUNDO, Spain, June 2010<br />Circulation - 320,000<br />ETHNOS MAGAZINE, <br />Greece, June 2010<br />Circulation - 44,899<br />GRAZIA, Australia, June 2010<br />Circulation - 66,102<br />
    26. 26. THE LAZARUS EFFECT CAMPAIGN<br /> Success<br />(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<br />The media that was secured for the Lazarus Effect campaign by (RED) generated a 9:1 return on investment <br />(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<br />The Lazarus Effect Film has been viewed over 1 Million times in just over 3 months<br />Ultimately, awareness of (RED), our mission and our partners grew exponentially as a result of the media we were able to garner<br />

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