Executive Summary Reportas of March 4, 2011

Pledges and AwarenessFeb 28 – March 4

• 30,000 Pledges at R-word.org• Estimated 15,000 or more handwritten pledges yet to be tallied through March• National Viewership: 685,549• Local Viewership: 1,454,281• Local Market Ad Value: $65,297.37

Web Impact

From Feb 28 thru March 3, 2011 (compared to same March 1 to March 4 time period in 2010)· 118,558 Visits (35.26% increase)· 108,572 Unique Visits (38.85% increase)· 283, 589 Pageviews (54.21% increase)· 87% New Visits (3.20% increase)· 51.76% of traffic came through referrals (373.21% increase)· 37.72 % of traffic came through Direct traffic (-54.80% decrease)· 10.52% of traffic came through search engines (87.42% increase)

• 7,621,450 impressions• 4,000 referrals to www.r-word.org• Engages Board members & celeb supporters• Engages Corporate Partners• Changes attitudes• Raises Awareness

Twitter Impact

Celebrities End the Word Via Twitter

Facebook Impact• 10,000 New Fans• 2.1 Million Impressions between 2/28 & 3/4•5,615 likes & comments on News Feed stories between 2/28 & 3/4• 46,000 referrals to R-word.org• Hub for Supporters to Share Content• Use shared content on R-word.org• Raise Awareness of Personal Stories• Highlight Our Partners

Events

• Project UNIFY Delaware• Notre Dame• John C. McGinley at USC for Q&A• NBA Activation

More Events

• Project UNIFY Oregon & the Portland Trail Blazers• Washington State University• R-word at the Georgia State Capitol• Iowa signs a Proclamation signaling March 2nd as Spread the Word to End the Word Day

Washington State University Spreads the Word during Disability Awareness Week

Unified Basketball at the Portland Trail Blazers