The Lazarus Effect Campaign- Summary of Activity

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summary of activity around The Lazarus Effect Campaign

Transcript of The Lazarus Effect Campaign- Summary of Activity

  • (RED) CAMPAIGN:THE LAZARUS EFFECT

  • Just two pills a day

  • Can transform a person with HIV like Motselisi from near death

  • to a healthy and thriving Motselisi in as little as 90 days.

  • Its called the Lazarus Effect

    Mafusi Khantsi

    Mafusi Before Mafusi 90 Days Later

  • THE LAZARUS EFFECT FILM documents the Lazarus Effect transformation and follows the stories of people whose lives have been transformed from a near death existence to a healthier, more stable life in as little as three months.

    Directed by Lance BangsExecutive Produced by Spike JonzeAired May 24th on HBO, YouTube, Channel 4 and iPad AppPremiered May 4th, NYC Event MOMA / live at Facebook

    THE PSA CAMPAIGN flips expected PSA and charity marketing on its ear. The campaign focuses on the power of 40 cents for someone who is HIV positive.

    Bono, Penelope CruzBono, Penelope Cruz, Javier Bardem, Christy Turlington, Julianne Moore, Naomi Watts, The Jonas Brothers , Gabourey Sidibe, Claire Danes, Alek Wek, Iman, Gwen Stefani, Don Cheadle, Hugh Jackman, Orlando Bloom, Lucy Liu, Kerry Washington, Hayden Christiansen, Jane Lynch, Julia Louis-Dreyfus, LeAnn Rimes, John Turturro, Toni Collette, Bryan Cranston and Michelle Rodriguez demonstrate what they have bought for 40 to show the real significance of what that 40 can do in the context of life saving medicine. Its about the miraculous transformation that ARVs can have on someone living with HIV. Simply put, For 40 cents a day a person with AIDS can get the two pills they need to stay alive.

    THE LAZARUS EFFECT CAMPAIGN

  • Drive Tune-in and awareness of the May 24th release of The Lazarus Effect on HBO, YouTube, Channel 4, and the iPad App

    Low Cost. High Impact.

    Move people to take action

    Create a global audience

    THE LAZARUS EFFECT CAMPAIGN: OBJECTIVES

    Maximize continued awareness and viewership through a broad network of channels: (RED) media partners

    Joinred.com, Email and social channels

    (RED) product partner channels

    Partner organizations

    Celebrities and friends of (RED)

    (RED)NIGHTS & (RED)WIRE Artists

  • TO DATE, OVER 1 MILLION TUNE-INS OF THE FILM

    OVER 800 MILLION IMPRESSIONS OF THE PSAs (FEATURING OVER 30 CELEBRITIES) IN 3 MONTHS AND COUNTING

    THE LAZARUS EFFECT CAMPAIGN: ACTIVATION

  • Media/Partner Support of The Lazarus Effect Campaign Broadcast Partners Over 1 million Tune-ins to date across multiple channels: HBO, YouTube, Ch 4, iPad

    Television Partners 422 Million Impressions to date (PSA Campaign is still running) HBO, Channel 4 (UK), FOX, CBS, ABC, CNN Properties, MTV Properties, Bravo, CW, Fox News, Fox Business, Fox Soccer Channel, Fox

    Sports en Espanol, National Geographic Channel

    Digital Partners approx 119 Million Impressions to Date to promote the campaign YouTube, Facebook, Twitter, HBO.com, HULU, Brightroll, VideoEgg, MySpace, Fader, Funny or Die, Huffington Post, Salon.com, Daily

    Beast, Gawker, NYPost.com, MTV Networks, NY Observer, USAToday.com, Instyle.com, Essence.com, SI.com, The Week

    Print Partners 115 Million Impressions to Date NY Times, The NY Post, Washington Post, Time, People, Entertainment Weekly, New Yorker, New York Observer, Rolling Stone, LA

    Times, USA Today

    OOH 46 Million Impressions to Date NBC Taxis (NYC), 1,000 Movie Theatres, Outdoor Billboards, Captivate Elevators, Arthouse

    (RED) Properties 70 Million Impressions to Date - Joinred.com, (RED) Email Database, Blog, FB, Twitter

    (RED) Proud Partners - 47 Million Impressions to Date Nike, Starbucks, Dell, Gap, Bugaboo, Converse, Emporio Armani, Beats, Penguin, Timbuk2, Girl

    Partner Organizations 34 Million Impressions to Date The Global Fund, UNF, ONE, Gates Foundation, charity: water

    Celebrities and Friends of (RED)- 19 Million Impressions to Date eg: Christy Turlington, Jonas Brothers, Gwen Stefani etc

    THE LAZARUS EFFECT CAMPAIGN: ACTIVATION

  • ACTIVATION OF TV MEDIA PARNTERS

    Media friends of (RED): FOX, ABC, CBS and many more delivered over 422 Million FREE Impressions to The Lazarus Effect to date, and the campaign continues to run on over 10 top TV networks

  • (RED) Media partners including MySpace Brightroll, Ooyala, MySpace, Hulu, Facebook, Apple app store and many more delivered approx. 119 Million FREE Impressions to The Lazarus Effect campaign

    ACTIVATION OF DIGITAL MEDIA PARNTERS

  • Friends of (RED) NY Times, People, Washington Post and many more delivered over 115 Million Impressions to The Lazarus Effect

    ACTIVATION OF PRINT MEDIA PARNTERS

  • Friends of (RED) NBC Everywhere (Taxis), Cinemedia (Theatres), CBS Outdoor (Billboards) and Captivate Network (Elevators) delivered over 46 Million Impressions to The Lazarus Effect

    ACTIVATION OF OUTDOOR MEDIA PARNTERS

  • Via Email, Facebook, Twitter, MySpace, and the (RED) blog we help spread the word generating over 70 Million Impressions to The Lazarus Effect

    With HBO (RED) created a dedicated tab on our Facebook page prompting people to view & share

    ACTIVATION OF (RED)s OWN PROPERTIES AND NETWORKS (JOINRED)

  • (RED) Partners delivered over 47 Million Impressions to The Lazarus Effect

    ACTIVATION OF (RED)s PROUD PARTNERS

  • Friends of (RED) including ONE, The Global Fund, The United Nations Foundation and many more delivered over 34 Million Impressions to The Lazarus Effect

    ACTIVATION OF (RED)s PARTNER ORGANIZATIONS

    Friends of (RED)

    Friend Channel # of Posts # of Fans Total ImpressionsONE Facebook 3 125,036 375,108 ONE Twitter 4 434,545 1,738,180 ONE Blog 6 NA 8,527 ONE Website NA NA 14,212 ONE Email 1 2,000,000 2,000,000 The Gates Foundation Facebook 3 71,592 214,776 The Gates Foundation Twitter 5 388,865 1,944,325 United Nations Foundation Facebook 6 12,319 73,914 United Nations Foundation Twitter 6 6,047 36,282 United Nations Foundation Website NA NA 2,183 United Nations Foundation Email 1 70,000 70,000 UN AIDS Twitter 1 4,611 4,611 UN AIDS Facebook 1 7,414 7,414 The Global Fund Facebook 1 5,959 5,959 The Global Fund Twitter 2 2,389 4,778 The Global Fund Website NA NA 2,183 The Global Fund Email NA -Born HIV Free Facebook 3 4,571 13,713 Born HIV Free Twitter 4 409 1,636 Charity Water Facebook 1 52,215 52,215 Charity Water Twitter 1 1,311,570 1,311,570 NASDAQ Twitter 2 930 1,860 HBO Facebook 2 287,666 575,332 HBO Twitter 16 22,218 355,488 HBO Email 1 2,000,000 2,000,000 Google Facebook 1 1,280,874 1,280,874 Google Twitter 1 2,254,387 2,254,387 Twitter Twitter 1 3,220,492 3,220,492 Biz Stone Twitter 1 1,643,694 1,643,694 Huffington Post Twitter 1 591,730 591,730 Randi Zuckerberg Facebook 1 143,846 143,846 The Fader Facebook 2 5,093 10,186 The Fader Twitter 2 18,793 37,586 East Village Radio Website NA NA 1,447 In Sound Website NA NA 11,832 Suite 903 Website NA NA 627 The Fader Website NA NA 24,293 The Tripwire Website NA NA 3,746 Thrillist Email 11 NA 976,000 YouTube Facebook 2 5,139,464 10,278,928 YouTube Twitter 2 265,249 530,498 Live Stream Twitter 5 23,685 118,425 Live Stream Facebook 2 5,742 11,484 Live Stream Website NA NA 146,406 Mashable Facebook 1 199,317 199,317 Mashable Twitter 1 2,013,104 2,013,104 Mashable Website 1 NA 92,204 Elizabeth Gore Facebook 4 1,485 5,940

    Larry King Live (Hayden Christensen Blog) Website NA NA 3,712 Dazed and Confused Magazine Facebook 2 45,478 90,956 Dazed and Confused Magazine Twitter 2 97,353 194,706 Save The Children Facebook 2 71,664 143,328 Save The Children Twitter 2 60,266 120,532 Health Connections International Facebook 2 635 1,270 VideoEgg Facebook 1 341 341 VideoEgg Twitter 1 2,532 2,532 TOTAL FRIENDS OF (RED) IMPRESSIONS 34,968,689

  • ACTIVATION OF (RED) CELEBRITIES AND INFLUENCERS

    Celebrities

    Celebrity Channel # of Posts # of Fans Total ImpressionsGabourey Sidibe Facebook 2 18,989 37,978 Jonas Brothers Twitter 2 1,726,043 3,452,086 Nick Jonas Twitter 1 1,368 1,368 Michelle Rodriguez Facebook 2 80,799 161,598 Michelle Rodriguez YouTube 1 15,593 15,593 Michelle Rodriguez MySpace 1 96,948 96,948 Michelle Rodriguez Website NA NA 566 Common Facebook 2 260,014 520,028 Common Twitter 3 157,628 472,884 Common Blog NA NA 204 Julia Louis Dreyfus Facebook 1 6,838 6,838 Malaak Compton Rock Twitter 2 4,403 8,806 Christy Turlington Twitter 2 1,954 3,908 Tanika Ray Twitter 14 2,056 28,784 Gwen Stefani Facebook 2 1,218,155 2,436,310 No Doubt Facebook 2 365,662 731,324 No Doubt Twitter 1 32,516 32,516 Ludacris Twitter 1 452,686 452,686 Coldplay Facebook 2 4,061,719 8,123,438 Coldplay Twitter 1 2,790,203 2,790,203 Iman Cosmetics Twitter 7 1,214 8,498 Beauty is Diverse Twitter 8 168 1,344 Iman Cosmetics Facebook 5 6,919 34,595 Beauty is Diverse Facebook 4 1,176 4,704 Penelope Cruz Twitter 1 1,016 1,016 Annie Lennox Facebook 3 137,143 411,429 Annie Lennox Twitter 1 12,898 12,898 Hayden Christense Twitter 5 2,641 13,205 Orlando Bloom Twitter 4 798 3,192 TOTAL CELEBRITY IMPRESSIONS 19,864,947

    Celebrities who support (RED) delivered over 19 Million Impressions to The Lazarus Effect

  • Celebrities who support (RED) delivered over 19 Million Impressions to The Lazarus Effect

    ACTIVATION OF (RED) CELEBRITIES AND INFLUENCERS

  • ACTIVATION - PR STRATEGIC MEDIA PARTNERSHIPS REACH FAR AND WIDE

    STERN, Germany, June 20107.5 million readers

    EL MUNDO, Spain, June 2010Circulation - 320,000

    CORRIERE DELLA SERA,Italy, June, 2010Circulation - 686,813

    VANITY FAIR, Italy, June 2010Circulation - 270,000

    ETHNOS MAGAZINE, Greece, June 2010Circulation - 44,899

    GRAZIA, Australia, June 2010Circulation - 66,102

    JONATHAN ROSS WITH GABOUREY SIDIBE, London, May 2010 5 million gl