Final Lasting Legacy Campaign Elements

Confidential Property Of PACO Communications Inc. 2015
Lasting Legacy
Campaign
Final Campaign Elements
10/5/2015

LASTING LEGACY
:30 TV & :60 RADIO

:30 TV SPOT: Creative to run 10/5 – 11/8
3

Zone/Channel:
Comcast Cable (South Suburban, City Central/
Southwest, City South zones)
•  BET
•  Bravo
•  Nick
•  Oprah
•  Oxygen
•  Adult Swim
•  VH1
•  WeTV
Comcast Cable MultiZone and Uverse:
•  TV1
•  Lifetime Movie Network

:60 RADIO SPOT (INCLUDED IN FILE) : Creative to run 10/5 – 11/8
4

Channels:
•  WVAZ
•  WGCI
•  WGRB
•  WVON
•  Tom Joyner

LASTING LEGACY
BEAUTY SHOP/BARBERSHOP DELIVERABLES

WALL BOARD: Creative to run 10/5 – 11/8 in 56 beauty shops and 24
barbershops in targeted zip codes
She was an actress and a straight-A student, but most importantly, my
daughter Nikki was a giver. Her donation affected many lives within her
own community, especially my good friend Tanisha who was a perfect
match for Nikki's heart. Our story has touched so many people and
inspired even more to become registered donors.
Say yes to donation. Start the conversation with your loved ones today.
Tanisha Basham
Heart Recipient
University Park, IL
I CARRIED NIKKI FOR 9 MONTHS.
TANISHA’S GONNA CARRY NIKKI’S HEART
FOR THE REST OF HER LIFE.
Vicki Olds
Mother of Nikki Smith,
Organ Donor
REGISTER TO BE AN ORGAN & TISSUE DONOR
AT GIFTOFHOPE.ORG OR CALL 877-577-3747
6

WINDOW CLING: Creative to run 10/5 – 11/8 in 56 beauty shops and 24
THE ONLY WAY THAT I WAS LEAVING
THAT HOSPITAL IS IF
I HAD ANOTHER HEART
Vicki Olds
Organ Donor
My good friend Tanisha always called my daughter Nikki her “niecy poo.” So I
was truly grateful knowing she was a 100% match for Nikki’s heart. With Gift of
Hope’s help, we made it possible for Tanisha to carry on my daughter’s legacy,
and be there for her children.
Tanisha Basham
Heart Recipient
University Park, IL
7

COUNTER MAT: Creative to run 10/5 – 11/8 in 56 beauty shops and 24
Vicki Olds
Organ Donor
NIKKI GAVE US
THAT CHANCE...
TO HAVE OUR MOM
My daughter Nikki was always there for anyone, especially when they needed it. She was the absolute
best friend anyone could ever have. By donating her heart, Nikki gave my good friend Tanisha the
chance to live. Now Tanisha can be here for her girls.
Tanisha’s Daughters
Christeena and Ashley
12 and 19
8

MAGAZINE WRAP – FRONT: Creative to run 10/5 – 11/8 in 56 beauty shops
and 24 barbershops in targeted zip codes
REGISTER TO BE AN
ORGAN & TISSUE DONOR
AT GIFTOFHOPE.ORG
OR CALL 877-577-3747
NIKKI GAVE WITH OPEN ARMS.
WHATEVER YOU NEEDED, NIKKI WAS THERE
AND NEVER EXPECTED ANYTHING BACK.
Vicki Olds
Organ Donor
Nikki’s friends will always remember
her as a giver. And Nikki would be
smiling if she knew how much hope
her donation gave. Ana, Shelby
and Yazmeen truly miss their friend,
but now they understand what a
huge impact one donor can make
in their community.
Say yes to donation.
Start the conversation
with your loved ones today.
Yazmeen, Shelby and Ana
Nikki’s Best Friends
Merrillville (Indiana) High School
9

MAGAZINE WRAP – BACK: Creative to run 10/5 – 11/8 in 56 beauty shops and
24 barbershops in targeted zip codes
Vicki Olds
Organ Donor
IN OUR COMMUNITY, THERE ARE
A LOT OF MYTHS
CONCERNING ORGAN DONATION
THAT ARE SIMPLY NOT TRUE
Everyone smiled when my daughter Nikki walked into a room. She was a bright light
and losing her was devastating. But Johnny and I never imagined how her donation
would change so many lives. Before we lost Nikki, Johnny didn’t understand organ
donation and didn’t support it. But when Gift of Hope came to us about Nikki's
donation, we knew that preserving life was the greatest gift she could ever give.
Johnny is now a registered donor and an advocate for donation.
Johnny Walker
Registered Donor
Vicki’s Fiancé
Hazelcrest, IL
10

TRANSIT AD: Creative to run 10/5 – 12/6
She was an actress and a straight-A student, but
most importantly, my daughter Nikki was a giver.
Her donation affected many lives within her own
community, especially my good friend Tanisha who
was a perfect match for Nikki's heart. Our story has
touched so many people and inspired even more to
become registered donors.
Say yes to donation. Start the conversation with
your loved ones today.
Tanisha Basham
Heart Recipient
University Park, IL
Vicki Olds
Organ Donor
12

Locations:
•  756 N. Sacramento Dr., 60612
•  2508 S. King Dr., 60616
•  9301 S. Stony Island Ave., 60617
•  357 E. Garfield Blvd., 60637
•  101 N. Austin Blvd., 60644

SUN TIMES EZ INSERTS: Creative to run weeks of 10/12, 10/19 and 10/26
THE ONLY WAY
THAT I WAS LEAVING
THAT HOSPITAL IS IF I HAD
ANOTHER HEART
Tanisha Basham
Heart Recipient
University Park, IL
My good friend Tanisha always called my
daughter Nikki her “niecy poo.” So I was
truly grateful knowing she was a 100%
match for Nikki’s heart. With Gift of Hope’s
help, we made it possible for Tanisha to
carry on my daughter’s legacy, and be there
for her children.
Say yes to donation. Start the conversation
AT GIFTOFHOPE.COM OR CALL 877-577-3747
Vicki Olds
Organ Donor
12 and 19
NIKKI GAVE US
THAT CHANCE...
TO HAVE OUR MOM
My daughter Nikki was always there for
anyone, especially when they needed it.
She was the absolute best friend anyone
could ever have. By donating her heart,
Nikki gave my good friend Tanisha the
chance to live. Now Tanisha can be here for
her girls who need her.
Vicki Olds
Organ Donor
Jonny Walker
Registered Donor
Vicki’s Fiancé
Hazel Crest, IL
Everyone smiled when my daughter Nikki walked
into a room. She was a bright light and losing her
was devastating. But Johnny and I never imagined
how her donation would change so many families
lives. Before we lost Nikki, Johnny didn’t understand
organ donation and didn’t support it. But when Gift
of Hope came to us about Nikki's donation, we knew
that preserving life was the greatest gift she could
ever give. Johnny is now a registered donor and an
advocate for donation.
Say yes to donation. Start the converstion with your
loved ones today.
A LOT OF MYTHS
Vicki Olds
Organ Donor
PRINT ADS
14

CHICAGO DEFENDER HALF–PAGE ADS: Creative to run weeks of 10/12, 10/19, 10/26 and 11/2
My good friend Tanisha always called my
daughter Nikki her “niecy poo.” So I was
truly grateful knowing she was a 100%
match for Nikki’s heart. With Gift of Hope’s
help, we made it possible for Tanisha to
carry on my daughter’s legacy, and be
there for her children.
Vicki Olds
Organ Donor
Tanisha Basham
Heart Recipient
University Park, IL
THE ONLY WAY
THAT I WAS LEAVING
THAT HOSPITAL IS IF I HAD
ANOTHER HEART
My daughter Nikki was always there for
anyone, especially when they needed it. She
was the absolute best friend anyone could
ever have. By donating her heart, Nikki gave
my good friend Tanisha the chance to live.
Now Tanisha can be here for her girls who
need her.
Vicki Olds
Organ Donor
12 and 19
NIKKI GAVE US
THAT CHANCE...
TO HAVE OUR MOM
Vicki Olds
Organ Donor
Nikki’s friends will always remember her as a
giver. And Nikki would be smiling if she knew
how much hope her donation gave. Ana, Shelby
and Yazmeen truly miss their friend, but now
they understand what a huge impact one donor
can make in their community.
NIKKI GAVE WITH OPEN ARMS.
WHATEVER YOU NEEDED,
NIKKI WAS THERE
AND NEVER EXPECTED ANYTHING BACK.
Yazmeen, Shelby and Ana
Nikki’s Best Friends
Merrillville (Indiana) High School
Vicki Olds
Organ Donor
Everyone smiled when my daughter Nikki
walked into a room. She was a bright light and
losing her was devastating. But Johnny and I
never imagined how her donation would
change so many families lives. Before we lost
Nikki, Johnny didn’t understand organ donation
and didn’t support it. But when Gift of Hope
came to us about Nikki's donation, we knew
that preserving life was the greatest gift she
could ever give. Johnny is now a registered
donor and an advocate for donation.
Johnny Walker
Registered Donor
Vicki’s Fiancé
Hazel Crest, IL
A LOT OF MYTHS
PRINT ADS
15

N’DIGO HALF–PAGE ADS: Creative to run weeks of 10/5 and 10/26
REGISTER TO BE AN
AT GIFTOFHOPE.ORG
OR CALL 877-577-3747
Vicki Olds
Organ Donor
She was an actress and a straight-A
student, but most importantly, my
daughter Nikki was a giver. Her
donation affected many lives within
her own community, especially my
good friend Tanisha who was a
perfect match for Nikki's heart. Our
story has touched so many people
and inspired even more to become
registered donors.
Start the conversation with
Tanisha Basham
Heart Recipient
University Park, IL
Vicki Olds
Organ Donor
My daughter Nikki was always there
for anyone, especially when they
needed it. She was the absolute
best friend anyone could ever have.
By donating her heart, Nikki gave
my good friend Tanisha the chance
to live. Now Tanisha can be here for
her girls who need her.
NIKKI GAVE US
THAT CHANCE...
TO HAVE OUR MOM
12 and 19
REGISTER TO BE AN
AT GIFTOFHOPE.ORG
OR CALL 877-577-3747
PRINT ADS
16

CITIZEN HALF–PAGE ADS: Creative to run weeks of 10/5 and 10/26
REGISTER TO BE AN
AT GIFTOFHOPE.ORG
OR CALL 877-577-3747
Vicki Olds
Organ Donor
She was an actress and a
straight-A student, but most
importantly, my daughter Nikki
was a giver. Her donation
affected many lives within her
own community, especially my
good friend Tanisha who was a
perfect match for Nikki's heart.
Our story has touched so many
people and inspired even more
to become registered donors.
Tanisha Basham
Heart Recipient
University Park, IL
REGISTER TO BE AN
AT GIFTOFHOPE.ORG
OR CALL 877-577-3747
Vicki Olds
Organ Donor
My daughter Nikki was always
there for anyone, especially
when they needed it. She was
the absolute best friend anyone
could ever have. By donating
her heart, Nikki gave my good
friend Tanisha the chance to
live. Now Tanisha can be here
for her girls who need her.
NIKKI GAVE US
THAT CHANCE...
TO HAVE OUR MOM
12 and 19
PRINT ADS
17

DIGITAL AD: Creative to run 10/5 – 11/8 FACEBOOK
19

I HEART RADIO DIGITAL AD
Ad to run when commercial
streams online:
Impressions:
•  WVAZ
•  Wkly IMPs: 96,068
•  Total Campaign
IMPs: 480,340
•  WGCI
IMPs: 139,020
•  WGRB
IMPs: 74,620
SAY YES TO ORGAN DONATION.
START THE CONVERSATION WITH YOUR LOVED ONES TODAY.
ADDED VALUE
21

I HEART RADIO ADLET: Eight second audible intro that will run 10 times/week.
Total campaign added value: $2,500 - $5,000
8 Second Adlet Intro
Start the conversation with your loved ones today by becoming
an organ donor at GiftofHope.org.
ADDED VALUE
22

COMCAST TV WEATHER CRAWL: Crawl on Weather Channel that will run 75 times/
week.
Impressions: 1.6 million homes
Total campaign added value: $1,250
Weather Crawl
Say yes to organ donation. Start the conversation
with your loved ones today. Visit GiftofHope.org
or call 877-577-3747.
ADDED VALUE
23

LASTING LEGACY
WEB/SOCIAL MEDIA EXECUTIONS

FACEBOOK WEB/SOCIAL MEDIA EXECUTIONS
25

TWITTER WEB/SOCIAL MEDIA EXECUTIONS
26

YOUTUBE WEB/SOCIAL MEDIA EXECUTIONS
27

WEBSITE SLIDER WEB/SOCIAL MEDIA EXECUTIONS
28

LASTING LEGACY
MEDIA RELATIONS ELEMENTS

MEDIA RELEASE MEDIA RELATIONS ELEMENTS
For Immediate Release:
Media Relations Contact:
ACM PR
A.C. McLean
TEL: 312.373.1778
Email: acm@acmpr.com
Gift of Hope Addresses African American Community Need through a Donor Story
News conference details media campaign created to educate community, and features donor mom
CHICAGO – OCTOBER 5, 2015 – Gift of Hope Organ & Tissue Donor Network, a leader in the
organ procurement organizations (OPO) community, will launch a media campaign aimed at educating
the African American community. A news conference will be held at 10 a.m. on Monday, October 5,
2015 at the KROC Center Chicago, located at 1250 W. 119th St., Chicago, 60643.
Before creating the campaign, Gift of Hope identified that myths and misconceptions of the organ
donation process exist in African American populations and that African Americans are
disproportionately impacted by the increasing need for organ donations.
The Lasting Legacy campaign, as it is called, is inspired by Vicki Olds, the mother of 18-year-old
Domonique “Nikki” Smith whose organs were donated to multiple recipients after a catastrophic
accident. Intent on honoring her daughter’s wishes, Olds made the decision to donate Smith’s heart to
a close family friend, Tanesha Basham, who was in dire need of a transplant. Another friend of the
family received one of Nikki’s kidneys; in addition two other lives were also saved by her donation.
On the significance of helping the community and families to understand the circle of donation, Marion
Shuck, Manager of Community Affairs, said, “It is important for people to register and have the
conversation with their families about donation. It starts with the difficult and selfless acts of donor
family members who are able to say yes to donation in the midst of tragic circumstances, as was the
case with Vicky Olds.”
Jack Lynch, Director of Community Affairs “It is crucially important to show such stories to the
African American community, which is disproportionately impacted by the ever increasing need for
organ donations. Those needs have increased more than ten-fold during my tenure at Gift of Hope.”
It is estimated that around 7,000 people will die nationwide while waiting for an organ transplant in
2015, and 300 of those will be people registered for transplants in the state of Illinois. An average of
22 people die each day while waiting, and every 10 minutes a new person joins the national transplant
waiting list. Today, a single organ and tissue donor can save and enhance the lives of more than 25
people. Organ and tissue donation is supported by all major religions.
425 Spring Lake Drive
Itasca, IL 60143
About Gift of Hope Organ & Tissue Donor Network
Gift of Hope Organ & Tissue Donor Network is a not-for-profit organ procurement organization
entrusted by the nation’s healthcare system with coordinating organ and tissue donation and
providing donor family services and public education in Illinois and northwest Indiana. Since 1987, it
has coordinated donations that have saved the lives of more than 20,000 organ transplant recipients
and improved the lives of hundreds of thousands of tissue transplant recipients. As one of 58 organ
procurement organizations that make up the nation’s organ and tissue donation system, Gift of Hope
works with 180 hospitals and serves 12 million residents in its donation service area. It also is part of
Donate Life Illinois, a coalition of agencies responsible for organ, tissue, eye, blood and marrow
donation, as well as donor education and registration, in Illinois. For more information about Gift of
Hope and organ and tissue donation, visit GiftofHope.org.
30

CAMPAIGN ONE SHEET
GIFT OF HOPE LASTING LEGACY
What is the Lasting Legacy
Campaign?
Lasting Legacy is the first media
campaign in Gift of Hope’s 28-
year history geared toward the
African American community. This
campaign addresses the fears and
misconceptions that surround organ
and tissue donation and strives to start
the conversation about the lifesaving
benefits that the selfless act of
becoming donors represents.
This historic campaign will call on
the continued support of community
leaders, religious organizations and
not-for-profits that are already part
of Gift of Hope’s various initiatives
including Mayors for Hope and
Churches for Hope.
The Face of the Lasting
Legacy Campaign
The poignant campaign promises
to continue empowering the African
American community to turn tragedies
into triumphs by sharing the story of
Vicki Olds, a mother who honored the
decision of her 18-year-old daughter,
Nikki, to be an organ donor. Nikki’s
legacy lives on in the lives of the four
people she helped save, including her
mother’s close friend, Tanisha, who
received Nikki’s heart.
Lasting Legacy will highlight the
testimonies of the people whose
lives were saved through Nikki’s
generous gift and will serve as a
catalyst to inspire the African
American community to say ‘yes’
to organ donation.
African American Donation
Facts & The Need for the
Lasting Legacy Campaign
The reality of organ and tissue
donation in the African American
community today is that more people
receive than give. The diseases and
conditions that can lead to the need
for transplants are far more prevalent
in minority populations, creating a
critical need. Gift of Hope recognizes
and seeks to address this through
Lasting Legacy.
• Minorities represent 63 percent of
the transplant waiting list in the state
of Illinois.
• African Americans are at increased
risk for high blood pressure, diabetes
and heart disease – all of which can
lead to organ failure and increase the
need for organ transplants.
• Kidney failure occurs more frequently
among African Americans than any
other ethnicity. The nearly 31,000
African Americans awaiting kidney
transplants make up 34 percent of
the people on the national kidney
transplant waiting list.
• African Americans make up about 12
percent of the total U.S. population,
29 percent of people waiting for organ
transplants, 16 percent of all donors
and 21 percent of all those who
receive organ transplants.
The Purpose of Lasting
Legacy Campaign
• Increase registration and
authorization of organ and tissue
donation in the African American
community.
• Address fears and misconceptions
surrounding organ and tissue donation
in the African American community.
• Continue the conversation about
organ and tissue donation in the
African American community.
SAY YES TO DONATION.
31

BIOS
VICKI OLDSY
Vicki Olds has a story to tell about her beautiful
daughter Domonique Antoinette Smith, who was
lovingly called Nikki. However, Vicki won’t tell the
story of her 18-year-old daughter alone. Nikki’s story
will be told by the lives of those she touched and the
lives that are continuing because of her.
While Nikki’s death would serve as the physical end
to her life, it was also the beginning of what would
become her legacy, because of her decision to be an
organ donor.
Nikki’s presence is with her mother every day. It’s
in the purple accents on the bracelet found around
Vicki’s wrist, the keepsakes in her bedroom and the
stories of her selflessness that Vicki shares.
The impact of Nikki’s life lives on through her family
and friends. This is profoundly illustrated through
Tanisha, Vicki’s close friend, who received Nikki’s
heart, and a family friend who received one of Nikki’s
kidneys.
“The Lasting Legacy campaign is about showcasing
the circle of donation and the importance of African
Americans to participate in the process,” Marion
Shuck, Manager of Community Affairs for Gift of
Hope said. “Vicki and Nikki’s story was chosen to
highlight the selfless decision that can come out of
a tragic circumstance. They’ve turned tragedy into
triumph. Lasting Legacy allows us the opportunity to
share African American stories of organ donation to
the African American community.”
MARION SHUCKKEVIN CMUNT JACK LYNCH
Shuck is the Manager of
Community Affairs for Gift of
Hope Organ & Tissue Donor
Network. She has developed
focused and strategic outreach
initiatives to support African
American outreach and education
in Gift of Hope’s service area,
which includes the northern
three-quarters of Illinois and
northwest Indiana.
Cmunt is the CEO/President of
Gift of Hope Organ & Tissue
Donor Network. He provides
overall leadership for the
organization, guides its strategic
direction and ensures that
Gift of Hope stays true to its
mission — to save and enhance
the lives of as many people as
possible through organ and
tissue donation.
Lynch is the Director of
Community Affairs for Gift of
Hope Organ & Tissue Donor
Network. Lynch, who has been
with Gift of Hope for 28 years,
oversees African American
outreach and is a leading
authority on organ and tissue
transplantation in the African
American community. He
currently serves on the Illinois
Secretary of State’s Organ and
Tissue Donation Advisory Board
and is a past chair of the Illinois
Governor’s Task Force on Organ
and Tissue Donation.
32

DVD WRAP & DISC NIH PROJECT GRANT
LASTING LEGACY
33

Final Lasting Legacy Campaign Elements

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