Griffin Farley's Beautiful Mind's 2019 Brief

1. THE BRIEF
GRIFFIN FARLEY’S BEAUTIFUL MINDS 2019

4. BREAKING DOWN THE PROBLEM...

5. BREAST CANCER IS A
MASSIVE PUBLIC HEALTH ISSUE
2nd
Most commonly diagnosed
cancer among women, 2nd
most deadly cancer for them
3.1M
Women with a history of
breast cancer as of January,
2019
1 in 8
Women will develop invasive
breast cancer over her
lifetime
Source: Breastcancer.org (U.S. Data)
269K
Estimated new cases of
breast cancer in 2019
$147.3B
Was spent on cancer
treatments in 2017

6. 40%
OF BREAST CANCER SURVIVORS
DISCOVERED THEIR OWN CANCER
Source: John Hopkins

7. YET MOST YOUNG WOMEN
ARE NEVER TAUGHT HOW TO PERFORM
A SIMPLE BREAST SELF-EXAM

8. CULTURE OVERSEXUALIZES BREASTS
MAKING THEM A TABOO TOPIC

9. PAST CAMPAIGNS
OVERSEXUALIZE
BREAST CANCER
“ Breast health and cancer
awareness shouldn't be about
saving your breasts, or creating a
false, sexualized notion of
womanhood that equates external
body parts with internal femininity.
Instead, efforts and outreach
surrounding breast cancer
awareness should be focused on
saving lives in their entirety. ”
-Caroline Burke, EliteDaily

10. ANXIETY / FEAR
Many women fear finding a
lump that could mean cancer
(risk of death, loss of control,
loss of body image), so a
monthly exam can cause worry
DOUBT
Conflicting info: Some sources
say you shouldn’t conduct BSE,
others say you should - which is
a strange debate as all agree
you should know your normal
and have “breast health
awareness”
CONFUSION
Those who have learned
self-exams aren’t always sure if
they are doing it right
EMOTIONAL BARRIERS TO SELF EXAMS

11. ANXIETY / FEAR CONFLICTING INFO CONFUSION
THE CONVERSATION ON SOCIAL...
53%
of BSE posts are fear based

12. EMPOWERMENT
Women can feel like they are
taking control of their own
health and self care
SECURITY
Self-exam practitioners feel
more secure in their own bodies
through better understanding
their normal
PAST EXPERIENCE
Women who have supported
friends and family with breast
cancer can feel more urgency to
keep on top of their breast
health
EMOTIONAL DRIVERS TO SELF EXAMS

13. THE CONVERSATION ON SOCIAL...
EMPOWERMENT SELF-SECURITY PAST EXPERIENCE
32%
of BSE posts are joy based

14. THE BREAST CANCER
CONVERSATION IS SO PERVASIVE
IT’S HARD TO CUT THROUGH

15. THIS IS WHERE
THE GET IN TOUCH FOUNDATION
COMES IN

16. Empower everyone to know their “normal” by making
breast health and self-exams routine and relevant
Get In Touch’s Ambition:

17. HOW GET IN TOUCH CAME TO BE
Betsy’s mother, Mary Ann Wasil, started The
Get In Touch Foundation when she was
diagnosed with breast cancer. In 2016,
Betsy stepped up to the role as President to
carry on her mother’s mission of saving
lives through global breast health
education.

18. PHASE 1:
EDUCATE WITH THE DAISY WHEEL
Interactive, easy-to-use, tool that outlines
that 8 necessary steps to perform a breast
self-exam.
The Daisy Wheel was developed with a
medical consulting board for school nurses
and health educators to integrate annually
in their classrooms for free.

19. THE 8 STEPS OF A BREAST SELF-EXAM

20. THE DAISY WHEEL PROGRAM
50
States have requested
The Daisy Wheel
1M +
Students have
The Daisy Wheel
34
Countries have requested
The Daisy Wheel

21. NEXT PHASE:
GOING DIGITAL WITH THE DAISY WHEEL

22. - Free to download for everyone with
Android and Apple phones
- Features a calendar sync for regular
reminders on how to do a breast-self
exam in 8 steps
- Currently runs in 9 different
languages, with plans to expand
WHAT IS THE DAISY WHEEL APP?

23. CURRENT MARKET OF SELF-EXAM APPS
Check Yourself!
Know Your Lemons
B4BC
Breast Check Now

24. THE BRIEF.
Primary Objective:
Achieve 500K unique downloads for the app within the first year
Secondary Objective:
Cultivate a new generation of young adults into the Get In Touch
brand

25. PEOPLE WITH BREAST TISSUE IN THE U.S.
Women (and trans men) are affected by breast cancer the most comprising
more than 99% of all cases
OPTIONS FOR AUDIENCE TARGETING
GEN Z
Those still in school or just
entering the workforce
PARENTS
Who want to teach their
children breast self-exams
MILLENNIALS
Those who are working now
and starting families

26. BREAST CANCER RISK FACTORS
❏ Age
❏ Over 70% of all breast cancer diagnoses are made in women who are 50 or older
❏ Personal History
❏ Having cancer in one breast or having a family history of breast cancer
❏ Motherhood
❏ Having your first child after age 30 or never having children
❏ Race
❏ White women are most likely to be diagnosed with breast cancer. However, black women
have the highest death rate from breast cancer. Asian, Latinx, and American Indian women
are at lower risk than the other two groups.

27. HEIGHTENED RISK FACTORS FOR GROUPS
Various factors that make minority populations more susceptible to breast cancer and other health issues
❏ Socioeconomic Factors
❏ Income level, lack of transportation, lack of access to health insurance and screening programs
❏ Language and Communication Barriers
❏ These barriers can interfere with a person’s ability to discuss health concerns and form a relationship with a
primary care physician
❏ Education about Health Care Risks and Symptoms
❏ Being less aware means waiting too long to seek treatment. The pain becomes normalized in daily lives.
❏ Cultural Practices and Expectations
❏ Some cultures encourage “traditional remedies” vs seeking care from a physician
❏ Societal Beliefs
❏ Some may have distrust in the in the healthcare system, reducing routine preventative care

28. WHAT’S YOUR COMMS PLANS?
1
2
3
What’s the daily journey?
- What does the target do every day?
- What opportunities exist in the audience’s daily habits for you to do something
contextually relevant?
- Consider both opportunities and barriers to plot how your campaign will be most
impactful.
Plan your moment.
- You have one year from today until July 20, 2020.
- What cultural tentpole events can you align with to create conversation?
- The obvious answer isn’t always the best answer. October is Breast Cancer
Awareness month and while breast health will be top of mind, it’s also dominated
by major players making it difficult to break through.
Consider where and how you show up.
- What channels does your audience use?
- Is there an interesting way to show up?
- Are there partnership opportunities to borrow credibility and audience share
from established brands?

29. A FEW CONSIDERATIONS...

30. CONSIDER: GIT FUNDRAISING DAY
International “GIT Your Pink On” Day is
the third Friday in October.
Schools, clubs, teams, and offices host
friendly competitions to get everyone to
wear pink. Wear pink and donate $1 to the
foundation.

31. CONSIDER: EXISTING PARTNER GUESS
GUESS Watches and Eyewear has
partnered with The Get In Touch
Foundation to design limited edition
products to raise money for the cause.
Betsy Nilan has been the face of various
campaigns in the past.

32. CONSIDER: EXISTING PARTNER BUMBLE
In Fall 2018, Betsy Nilan was featured as
one of Bumble’s Most Inspiring New
Yorkers
Plastered throughout Times Square,
subway stations, and other dense areas,
the campaign brought great focus to
The Get In Touch Foundation

33. CONSIDER: WHAT’S THE ROLE OF BETSY’S
BRAND?
GIT President Betsy Nilan embodies Get In
Touch and is often the face of the
organization in PR and brand partnerships.
She also has a large social media
following of her own.
Iconic Pink Hair
Betsy has had pink hair since January
2016 as a tribute to her mother and
remind all to perform breast self-exams.
She uses L’Oreal Colorista and is
exploring a possible partnership.

34. CONSIDER: CURRENT EXPANSION PLAN
APP AMBASSADORS
College Campuses
Sports Teams
Sororities
Health Clinic
NURSE & HEALTH EDUCATORS
Daisy Wheel Schools
Nursing Conference
OTHER AVENUES
Press
Influencers
Social Media

35. DELIVERABLES

36. WHAT WE’RE LOOKING FOR
An insight driven creative platform (BIG IDEA) with an
accompanying communications strategy.
- What is your big idea for mass attraction?
- How will you appeal to new potential users?
- What is the insight that led to the idea?
- What are the truths we can play off to help solve this problem?
- What is your comms strategy to activate your big idea?
- How and where in the target’s world will you attempt to influence?
- What are some sample executions?
- How will the executions work?
- What is your measurement plan to reaching 500K+ downloads?

37. SAMPLE PRESENTATION FLOW
INTRO & BRIEF
CONTEXT
STRATEGIC
PROPOSITION
TARGET
INSIGHT(S)
BIG IDEA
(CREATIVE
PLATFORM)
COMMS PLAN
(CHANNELS &
ROLLOUT)
SAMPLE
CREATIVE
EXECUTIONS
TARGETING &
AUDIENCE
SIZING
MEASUREMENT
PLAN TO REACH
GOAL
*Not every presentation needs to follow this exact flow, but should include the content

38. SCORING RUBRIC
STRATEGY (75%)
How well-defined is the target?
How good is the strategic idea?
How impactful are the connection moments?
How well do the strategic platform &
connection moments work together? Do they
make each other stronger?
Subtotal
Score with weighting (75%)
INNOVATION (10%)
How innovative is the thinking?
Subtotal
Score with weighting (10%)
PRESENTATION (15%)
How was the team synergy?
How engaging was the presentation?
How clear was the story being told?
Subtotal
Score with weighting (15%)
TOTAL SCORE

39. BONUS: FACEBOOK AWARD
Once you’ve found your big idea, consider how
this idea might creatively live in an execution on
Facebook / Instagram in addition to the other
relevant channels in the comms plan you create!
Facebook & Messenger Ad Guide
Instagram Ad Guide

40. FACEBOOK AWARD CRITERIA
COMMUNITY IMPACT (33%)
Holds potential to bring people together &/or
astound a community through meaningful
connection
BRAND IMPACT (33%)
Designed to deliver business results,
i.e. Get in Touch awareness; app downloads
CRAFT & PLATFORM UNDERSTANDING (33%)
Demonstrates fluency in FB Inc.product
functionality, building mobile consumer
behaviors uniquely into the creative idea
TOTAL SCORE

41. Questions

42. APPENDICES

43. RESOURCES
CANCER DATA
● SurvivorNet: Breast Cancer
● National Breast Cancer Foundation
● Breastcancer.org
● National Cancer Institute
● American Cancer Association
STRATEGY
● Google Desk Research! Your best friend
● Free Tools
● More Free Tools
● The Strategist Handbook
Ask your mentor for their recommendations
for resources too!
EMOTIONAL EXPERIENCE
● Interview any survivors in your network!
● Study: Women’s Perspective of Breast
Self-exams
● National Cancer Institute Taking Time Guide

44. SEARCHING FOR INSIGHT
BUSINESS CATEGORY BRAND PRODUCT
USAGE HUMAN TECH CULTURAL MEDIA

45. CHANNEL MIX CONSIDERATIONS
Leverage owned and paid media to impact awareness, support
consideration, and bolster conversion
PAID
SOCIAL
● Facebook, Instagram
● Pinterest
● Twitter
DIGITAL VIDEO
● Preroll
● YouTube
● Hulu
DISPLAY (RETARGETING)
● Google
● Ad Networks
SEARCH
● Google
OOH
OWNED
WEBSITE
APP
EMAIL
SOCIAL
● Facebook, Instagram
● Pinterest
● Twitter
RETAIL
DIRECT MAIL
EARNED
PROACTIVE
● Influencer
● Mass Media (TV, national
newspapers and magazines)
● Business Media
● Trade Media
RESPONSE STRATEGY
● Conversation Monitoring
● Comment Responses

46. CHANNEL MIX CONSIDERATIONS
Leverage owned and paid media to impact awareness, support
consideration, and bolster conversion
TASKS CHANNELS
What channels does your audience use
every day?
Introduce your brand or product to your audience. AWARENESS
CONSIDERATION
CONVERSION
RETENTION
Generate awareness by offering reasons to believe. How can you use a channel to help your
brand show up in a meaningful way?
Purchase a product, download an app, etc.
Generate brand loyalty and advocacy, encourage
repeated use (purchase, downloads, site visits, etc).
Can the channel assist in a purchase
(final reminder, drive on-site, purchase
on-platform)
Is there a channel mechanic that can
incentivize loyalty? (Reminders, push
notifications, email alerts).

47. THE DAILY JOURNEY
MORNING
ROUTINE
COMMUTE AT-WORK LUNCH
BACK AT
WORK
COMMUTE
HOME
DINNER
PERSONAL
TIME
BEDTIME
LATE NIGHT
PERSONAL
TIME
Action ActionActionActionAction Action
CHANNELCHANNELCHANNEL CHANNEL
Role of channel Role of channel Role of channel
Action
CHANNEL
Role of channel
Action
CHANNEL
Role of channel Role of channel
What are the opportunities? Where are the barriers?

48. What are the
barriers &
opportunities
through the
purchase process
that your work
should address?
Triggers/
Awareness
Research/
Consideration
Purchase
Advocacy/
Retention
Barriers/
Opportunities
Tasks
Channels
MAPPING THE CONSUMER JOURNEY
1 2 3 4
1 2 3 4
B CA D

49. Are there any
opportunities in your
rollout to do
something culturally
relevant and catch
the eye of people
who might not
usually consider
your brand?
CONSTRUCTING THE ROLL-OUT

50. PRESS ABOUT GET IN TOUCH
● TEDx - Betsy Nilan
● Refinery29 App Promo Video
● ThirdLove Get In Touch Feature
● Elite Daily Get In Touch Feature
● New Haven Register: Law Requires Breast Health