Subject: Re: Website
From: "Skip Lockwood" <[email-masked]>
To: "Sherry Galloway" <[email-masked]>
Cc: "Thomas E. Moody, M.D." <[email-masked]>, "Mr. Jonathan Schwartz" <[email-masked]>, "Mr. Mitch Laurance" <[email-masked]>, "Mr. Robin Sparrow" <[email-masked]>, "Mr. Hunter Biden" <[email-masked]>, "Jill O'Donnell-Tormey" <[email-masked]>, "Mr. Tom Quinn" <[email-masked]>, "Sanford Siegel" <[email-masked]>, "Sanford Siegel" <[email-masked]>, "Concepcion, Raoul S." <[email-masked]>, "Mike Smith" <[email-masked]>, "Robert ginyard" <[email-masked]>, "Jamie Bearse" <[email-masked]>, "Anne Marie Person" <
Date: Tue, 19 Jun 2012 11:41:59 -0400

Thanks for your input Sherry.  I am glad that people are willing to share
freely.  We try to run this office in a completely open manner in which
everyone is able to provide input as we move forward.  The free exchange of
ideas, concerns, thoughts, and feelings is pivotal to our success.

I would only add to your comments that no money was wasted in any shape
form or fashion on this campaign.  Everything that was paid for was at a
TREMENDOUS discount off the retail cost and in many cases favors were
called in and in-kind donations made.  We were able to use W&K's
negotiating power to great success.  I will have a full report shortly on
the overall coverage on television (which we got for free), newspapers,
magazines and web/Internet.

I would also add that age in no ways determined this campaign or how it was
implemented.  In case you were wondering, the man overseeing this campaign
is  a 60+ prostate cancer survivor and a leukemia survivor.  He has a
nearly lifesize photo portrait of himself, naked, immediately post-surgery
to show the damage that cancer has done to his body.  He still has the
catheter, leg bag, and iv tubes in him at the time the pic is taken.  We
talked about using that picture and others like it and his response to us
was that there is a difference between shock and horror.  We utilized every
portion of the media spectrum on this campaign to the utmost that we
could.  To put into comparison, we got 10X the media exposure from what we
spent than we would have gotten for similar expense paid to Joe Diaz and
his television station.

As noted in prior emails, Father's Day is over and so is the campaign.  The
website has been returned to its nutless format.  We anticipate using a
kinder/gentler walnut in September.  The important thing to remember is
this campaign was not for "us."  We are already in the fold, know the risks
and are committed.  This campaign was for all those people that are
ignoring this issue.  It did what it was designed to do, it engaged people
that are otherwise not paying attention to prostate health.  We learned a
lot with this experiment that has given us a lot of valuable information
and feedback on how to move forward and get our message out to a large
world and larger community.

--Skip

On Tue, Jun 19, 2012 at 11:04 AM, Sherry Galloway <[email-masked]>wrote:

> Okay, All,
>
> I just read Tom's e-mail and I'm ready to speak up.  I soft pedaled my
> comments in response to Skip by saying that I didn't think the campaign
> would appeal to women; to state it more clearly, it doesn't appeal to me.
> I think hitting hard and shocking people is important and I respect that
> the agency we chose has great creds.  However, the ad is kind of the South
> Park of ads.  Now, I like South Park, however it's raunchy and immature and
> meant to be that way.  Is that how we want our campaign to be?  I didn't
> speak up much at the meeting, but I kind of felt out numbered, and realize
> that as a board member, it is my due diligence to speak up.  We need to
> rework this.  Shock, don't offend.  Show photos of men dying from prostate
> cancer; need some?  I have some!  Show comparison photos; need some? I have
> some!  Prostate cancer is not a cartoon character; it's a murderer of men
> at any age.  Want passion in our ads?  Show the anger and heartbreak of
> those left behind; those who watched their loved ones slowly and
> agonizingly disappear; need some?  I have some!  I am PROUD to be part of
> ZERO.  One of my voiced concerns from day one has been that everyone on the
> ZERO team is young and we thereby approach everything on line instead of on
> television, in newspapers and other periodicals, as old fashioned as that
> sounds.  Paid advertising to local television would have completely changed
> the outcome of my GPCC event because people here pray to the televisions
> gods.  There wasn't enough money to pay for advertising or for me to be on
> T.V. with Joe Diaz, talking about how prostate cancer affected us.  It
> would have been far more influential than a cartoon walnut swearing at
> prostate cancer.  I have a feeling that this isn't just an Albuquerque
> thing and that we could revise our approach a bit and reach far more
> people, bring far more awareness to the public and NOT get cut from news
> programs if we put our energies into that kind of public testimony.  Many
> of us, for instance, have been very positively received on Capitol Hill
> when testifying and, for my own contribution, Elise Morgan (WHNT) was
> nominated for an emmy for her interview with me.  We need more of THAT kind
> of advertising.  People relate to other people - and that's how you get a
> successful campaign!
>
> Okay, I've ranted.  Sorry, Tom, that I didn't speak up at the meeting; I
> thought I was the odd one out and also didn't have time to process what I
> was seeing.  We need to regroup and hopefully we can do so with the ad
> group, so that our expenditures thus far are not wasted.
>
> Thank you,
>
> Sherry
>
>  "For in the final analysis, our most basic common link is that we all
> inhabit this small planet, we all breathe the same air, we all cherish our
> children's futures, and we are all mortal."    .....John F. Kennedy
>
>
>
>   ------------------------------
> *From:* "Thomas E. Moody, M.D." <[email-masked]>
> *To:* 'Sherry Galloway' <[email-masked]>; 'Skip Lockwood' <
> [email-masked]>; 'Mr. Jonathan Schwartz' <[email-masked]>;
> 'Mr. Mitch Laurance' <[email-masked]>; 'Mr. Robin Sparrow' <
> [email-masked]>; 'Mr. Hunter Biden' <[email-masked]>;
> 'Jill O'Donnell-Tormey' <[email-masked]>; 'Mr. Tom Quinn' <
> [email-masked]>; 'Sanford Siegel' <[email-masked]>; 'Sanford Siegel' <
> [email-masked]>; "'Concepcion, Raoul S.'" <[email-masked]>;
> 'Mike Smith' <[email-masked]>; 'Robert ginyard' <
> [email-masked]>
> *Cc:* 'Jamie Bearse' <[email-masked]>; 'Anne Marie Person' <
> [email-masked]>; 'Sherry Wilson' <[email-masked]>;
> 'Kathy Costigan' <[email-masked]>; 'Kevin Johnson' <
> [email-masked]>
> *Sent:* Tuesday, June 19, 2012 8:19 AM
> *Subject:* RE: Website
>
>   There have been a lot of comments about “The Campaign” pushing the
> envelope.  I think the campaign ignored the envelope.  Mr. Ginyard said it
> got the attention of the core audience.  I’m not sure who that audience is,
> but it is not Alabama .  The reaction here has been universally negative.
> We have lost the support of two of our biggest patient advocates who
> reminded us that they could not take this type of campaign to their
> churches.
>
> The campaign ignored the minimal concepts of propriety.  It may appeal to
> the rap/shock/in your face generation, but not to me.  I do not know how
> anyone can justify using that degree of crudeness and profanity in a public
> forum.  Would you want your mother, sister, daughter or wife to see it and
> know that you were responsible?  I wouldn’t.
>
> I would be embarrassed for Senator Jeff Sessions to see the campaign.  I
> am embarrassed that I solicited money from local people that was spent in
> this way.  I know that a lot of the campaign will be taken down from the
> website, but why did we need it in the first place?
>
> My greatest concern however is that according to Skip there was not an
> official presentation to the board for approval.  I think that an ad
> campaign that changes the “brand” of ZERO and by Skip’s admission is out of
> his comfort zone should have been submitted to the Board for approval, not
> to mention the $100,000.00 spent.
>
> I realize that my reaction to the campaign is contrary to that of the
> other Board members that have responded.  I consider the Zero staff and
> Board members to be friends and that is why it is disappointing and painful
> to me to be at odds with you.
>
>
>  ------------------------------
>  *From:* Sherry Galloway [mailto:[email-masked]]
> *Sent:* Monday, June 18, 2012 6:41 PM
> *To:* Skip Lockwood; Mr. Jonathan Schwartz; Mr. Mitch Laurance; Mr. Robin
> Sparrow; Mr. Hunter Biden; Jill O'Donnell-Tormey; Mr. Tom Quinn; Dr. Thomas
> Moody; Sanford Siegel; Sanford Siegel; Concepcion, Raoul S.; Mike Smith;
> Robert ginyard
> *Cc:* Jamie Bearse; Anne Marie Person; Sherry Wilson; Kathy Costigan;
> Kevin Johnson
> *Subject:* Re: Website
>
>  No problem, Skip,
>
>  Although I, myself, am not a media expert, I am a consumer and know that
> certain things resonate better than others.  For the men out there, we have
> to be direct and hard hitting; the women need a softer, more emotional
> approach - and I believe that, in large part, it's going to be women who
> put prostate cancer on the map, just as we have done with breast cancer.
>
>  I'm proud of all you've done and I think we are on the way to great
> things!!!
>
>  Sherry
>
>   "For in the final analysis, our most basic common link is that we all
> inhabit this small planet, we all breathe the same air, we all cherish our
> children's futures, and we are all mortal."    .....John F. Kennedy
>
>
>
>    ------------------------------
>  *From:* Skip Lockwood <[email-masked]>
> *To:* Mr. Jonathan Schwartz <[email-masked]>; Mr. Mitch Laurance
> <[email-masked]>; Mr. Robin Sparrow <[email-masked]>; Mr.
> Hunter Biden <[email-masked]>; Sherry Galloway <
> [email-masked]>; Jill O'Donnell-Tormey <[email-masked]>;
> Mr. Tom Quinn <[email-masked]>; Dr. Thomas Moody <[email-masked]>;
> Sanford Siegel <[email-masked]>; Sanford Siegel <[email-masked]>;
> "Concepcion, Raoul S." <[email-masked]>; Mike Smith <
> [email-masked]>; Robert ginyard <[email-masked]>
> *Cc:* Jamie Bearse <[email-masked]>; Anne Marie Person <
> [email-masked]>; Sherry Wilson <[email-masked]>;
> Kathy Costigan <[email-masked]>; Kevin Johnson <[email-masked]>
>
> *Sent:* Monday, June 18, 2012 2:58 PM
> *Subject:* Website
>
>  All,
>
> Now that Father's Day/Prostate Day is over, the website will return to its
> mostly nut-free status sometime in the next few hours.  I know this
> campaign has caused some heartburn for several of you and for that I
> apologize.  I would note that the campaign has been quite successful and
> did accomplish its goal of getting some good coverage, getting a new
> segment of people alerted and engaged in the cause and attracting some much
> needed attention in some very important places. I hope to have a full
> outcomes report to you in the next couple of days.
>
> I believe I sent several of the immediate outcomes to you last week but to
> recap, last week's activities drew the head of the NY Taxi Cab Driver's
> Union to the vehicle to discuss how we can put together a health campaign
> for the tens of thousands of cab drivers in the New York metro area.  We
> also spoke with WCBS/Yankees Radio about being part of their annual fan
> fast. The people from Yankees Radio came down to see the Drive in
> operation.  I also met with the head of the NYC Housing Authority.
> Further, Dr. Samadi and his team are excited to help us start a race in NYC
> next June.
>
> Please know that the risks we took over the last two weeks were not
> entered into cavalierly or without consideration of the potential
> ramifications.  There is I believe, a significant role for a kinder/gentler
> walnut to play as evidenced by the large number of views of the more
> general PSA's that are circulating.  The musical in particular has been
> very well received.  This was also an excellent test of "the edge" and we
> will, with W&K's help, fine tune the concept for the best possible outcome.
>
> Thank you all for your patience and consideration during this experiment.
>
> Best,
>
> --Skip
>
> --
> Skip Lockwood
> President and CEO
> ZERO -- The End of Prostate Cancer
> 10 G St., NE
> Suite 601
> Washington, DC 20002
> 202-463-9455 (main)
> 202-463-9456 (fax)
>
>
> Virginia Office:
> 515 King St .
> Suite 420
> Alexandria , VA 22304
>
>
> www.zerocancer.org
> Twitter:  www.twitter.com/digitalskip
> Facebook:  ZERO — The End of Cancer
> Combined Federal Campaign #
> 12161
> _______________________________________
>
>
>
>

-- 
Skip Lockwood
President and CEO
ZERO -- The End of Prostate Cancer
10 G St., NE
Suite 601
Washington, DC 20002
202-463-9455 (main)
202-463-9456 (fax)

Virginia Office:
515 King St.
Suite 420
Alexandria, VA 22304

www.zerocancer.org
Twitter:  www.twitter.com/digitalskip
Facebook:  ZERO — The End of Cancer
Combined Federal Campaign #12161
______________________________________