Subject: Re: Website
From: "Jonathan Schwartz" <[email-masked]>
To: "Thomas E. Moody, M.D." <[email-masked]>
Cc: "Hunter Biden" <[email-masked]>, "Sherry Galloway" <[email-masked]>, "Skip Lockwood" <[email-masked]>, "Mr. Mitch Laurance" <[email-masked]>, "Mr. Robin Sparrow" <[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]>,
Date: Fri, 22 Jun 2012 10:32:35 -0400

Tom,

I am very sorry to hear of this decision and disappointed that the test campaign led to this unfortunate result.  I understand from our discussions that your hands are tied and this decision comes from the full UCA practice.  

ZERO will miss your involvement and we thank you for all your substantial efforts over the years.  We wish you well and know that you will continue the fight to end prostate cancer, as will ZERO.  I hope that our paths will cross again as we come closer to our common goal.  

Best regards,
- Jonathan

Jonathan Schwartz
Chairman, ZERO - The End of Prostate Cancer
Cell: 404.431.0610

On Jun 22, 2012, at 8:36 AM, "Thomas E. Moody, M.D." <[email-masked]> wrote:

> In 2006 the National Prostate Coalition gave Alabama an F in prostate cancer care. That was the most important event in prostate cancer advocacy in Alabama .It woke us up .Since then we have enjoyed a great relationship with NPCC now Zero in the fight against prostate cancer .However, the recent events have shown that Zero has decided to move in a new direction regarding the method the message is delivered .It is a direction that we cannot support  I shared the Campaign material with the physician and business leadership in our practice .I also shared it with a few employees and patient advocates .Their reaction was unanimously negative  .The consensus was that UCA and Zero should go our separate ways .Therefore with sadness and regret Urology Centers will no longer be a partner with Zero. We will not participate with Zero in the GPCC race .I do not think that I can serve effectively as a Board member under these new circumstances. Therefore I resign from the Board effective immediately .We wish Zero continued success .
>  
> Tom
>  
> From: Hunter Biden [mailto:[email-masked]] 
> Sent: Tuesday, June 19, 2012 9:21 PM
> To: Thomas E. Moody, M.D.
> Cc: Sherry Galloway; Skip Lockwood; Mr. Jonathan Schwartz; Mr. Mitch Laurance; Mr. Robin Sparrow; Jill O'Donnell-Tormey; Mr. Tom Quinn; Sanford Siegel; Sanford Siegel; Concepcion, Raoul S.; Mike Smith; Robert ginyard; Jamie Bearse; Anne Marie Person; Sherry Wilson; Kathy Costigan; Kevin Johnson
> Subject: Re: Website
>  
> I have to say I appreciate the effort, but I wholeheartedly agree with Tom. The central purpose of this organization is to increase the level of government funding for prostate cancer research and awareness. I don't see how this campaign appeals to our most important audience- a fairly conservative group of men and women on Capitol Hill.
> 
> RHB
> 202.333.1880
> 
> On Jun 19, 2012, at 10:19 AM, "Thomas E. Moody, M.D." <[email-masked]> wrote:
> 
>> 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
>> _______________________________________
>> 
>> =2