Improving Life, One Breath at a Time

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Improving Life, One Breath at a Time
800-LUNGUSA
lungusa.org
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Faces of Influenza Overview
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What is Faces?

• Multi-year American Lung Association awareness
  campaign
• In collaboration with sanofi pasteur
• National and regional extensions
• Targeting consumers, media and health care
  professionals
• Goal Put a face on influenza illness and help
  Americans understand need for annual vaccination
• Help people personally identify with influenza
• See themselves and loved ones among the Centers
  for Disease Control and Prevention (CDC)
  recommended groups for immunization
• Stress seriousness of influenza throughout full
  immunization season
• Reinforce safety of influenza vaccination

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What is Faces?

• Extensive National Awareness Program
• Celebrity-driven national consumer awareness
  campaign targeted to at-risk consumers (and
  household contacts, caregivers)
• Ordinary people add special stories for
  grassroots appeal, bring influenza message
  home
• Augmented grassroots campaign extends reach and
  local efforts
• Take program on the road via regional
  extensions
• Raise regional awareness via aggressive local
  campaigns
• Establish partnerships with local stakeholders
• Expand program reach to non-regional markets
• Extend efforts into targeted Hispanic outreach

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2007-2008 Faces

• Cadre of Faces spokespersons, includes
• Dean Cain Actor, Asthmatic, Father
• Kristi Yamaguchi Olympic Gold Medal Skater,
  Mother
• Lourdes Diaz, RN Nurse, Mother
• Alissa and Richard Kanowitz Parents who lost
  their child to influenza
• Rick Cerett, Christina Fry and Chalise Jackson
  Family of child lost to influenza
• Former Philadelphia Eagle Mike Quick - Father to
  two boys, one who has a heart condition
• Philadelphia Family Diane and Michael McGowan
  Parents who lost their child to influenza
• Houston WNBA Star Sheryl Swoopes Mother to a
  son with asthma
• Seattle Nurse Barbara Wheeler
  Grandmother/mother who lost her mother to
  influenza
• Detroit Red Wings singer Karen Newman mother
  to twins who have been hospitalized due to
  influenza

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National and Regional Programs

• New York City media event kicks off the 2007
  campaign
• November 12 at Gotham Hall
• Featuring Jennifer Garner, actress and mother,
  Steven K. Galson, MD, MPH (Acting US Surgeon
  General), Kanowitz family, other dignitaries
• Public immunization clinic and Faces Portrait
  Gallery
• Continuing efforts with 6 regional markets
  through local partners
• Houston Lung Association of the Central States
• Phoenix Lung Association of the Southwest
• Philadelphia Lung Association of the
  Mid-Atlantic
• Detroit Lung Association of the Midland States
• Seattle Lung Association of the Northwest
• Minneapolis/St. Paul Lung Association of the
  Upper Midwest

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National Program Media Results to Date

• National media placements to date (featuring
  Jennifer Garner)
• Marie Claire
• Shape
• Redbook
• The Martha Stewart Show
• Already reaching more than 7.7 million viewers

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Grassroots Program

• Various planned promotional activities
• Immunization clinics
• Aggressive local consumer media outreach
• Print, radio and online advertising
• Developed comprehensive tool kits
• With companion CD-ROMs
• Consumer education materials
• Media outreach materials
• Event materials
• Positive feedback from local partners

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Hispanic Program

• Targeted national media outreach
• Featuring Hispanic spokespersons, including
  American Lung Associations Hugo Alvarez, MD
• National and local print and broadcast outreach
• Tool kit materials adapted for Hispanic reach/use
  
• To be made available for local chapters for use
  throughout the influenza season
• Educational materials and template resources,
  including
• Newspaper ads
• Fact sheets
• Brochure

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