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 15:58:44 -0400

No worries Sherry.  Sorry you have other battles to fight.  I wanted to
make sure everything was out on the table.

--Skip

On Tue, Jun 19, 2012 at 3:33 PM, Sherry Galloway <[email-masked]>wrote:

> Hey Skip,
>
>  I didn't mean to offend or to say that we wasted money; I just think
> we've left a huge part of the American public out of the loop by not more
> actively pursuing them where they spend most of their time: on the sofa, in
> front of the television!  Thanks for your detailed reply and please know
> that I'm fighting several battles right now, none of which have been
> resolved to my satisfaction, and perhaps my e-mail today was a bit more
> intense than it needed to be!
>
>  Thanks and peace, 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:* 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 <
> [email-masked]>; Sherry Wilson <[email-masked]>;
> Kathy Costigan <[email-masked]>; Kevin Johnson <[email-masked]>
>
> *Sent:* Tuesday, June 19, 2012 9:41 AM
> *Subject:* Re: Website
>
> 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
> _______________________________________
>
>
>
>

-- 
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
______________________________________