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Prematurity Awareness Month 2009 Goals

Awareness Goals

1. Maintain awareness that premature birth is a very or extremely serious issue

Baseline: Women 18-44 = 60% General public = 46% (2008 Gallup Survey)

2. Increase awareness that MOD is working to prevent premature births by 10%

Baseline: Mothers = 29% General population = 16% (2008 Gallup Survey)

3. Match 2008 levels of quality/scope of coverage in local/nat’l media

Baseline: Media Hits = 1,500 Ad value spike = $1.2 million (Vocus tracking)

Constituency Building Goals

1. Recruit 100,000 new constituents

Baseline: New petition signers in 2008 = 77,000

2. Engage 50,000 current constituents in PAD activities

Baseline: Petition signers who were not new to the database in 2008 = 45,000Fund Raising Goal

1. Raise $200,000 in incremental revenue through Banding Together application.

Baseline: $200,000 currently budgeted

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Key Messages and Call to ActionCall to action:

• Fight for preemies• Go to marchofdimes.com/fightforpreemies

Key Messages:

• Donate $25 by buying a fight for preemies band• Take a badge (collect name/email) to support cause• Sign up for advocacy alerts• Learn how your state is doing (report card)

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Awareness & Engagement Creative Direction

Rallying cry

Bold, simple execution

Urgent but not upsetting

Solid connection to branding

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Awareness & Engagement Promotional Channels

• Print Ads• Web Banners• Mall and Bus Shelters• Network and Syndicated Radio• Wristbands• Wallet Cards• Chapter Events and Presentations• Volunteer partners• Social Media• Email:

- Oct. 6 – Global Report- Nov. 3 – Join the Fight - Buy a virtual band- Nov. 17 – Report Card- Dec. 1 - Thank you and results

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Awareness & Engagement - Retail Visibility

Johnson’s BabyFamous Footwear

2008

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Awareness & Engagement - Retail Visibility

Motherhood Maternity

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Awareness & Engagement – Earned Media

Oct. 6 Global Report

Nov. 1 Quality Symposium Release

Nov. 17 US Report Card Satellite Media tour: television, radio english, spanish

Nov. 30 Open NY Stock Exchange With Sheri Shepherd

Celebrity Interviews

Blogs and social media

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Engagement - Web site components

1. Give - Buy a Virtual Band in honor or in memory of a child for $25- Donate any amount

2. Do - Take a badge for your Facebook page- Sign up for advocacy alerts

3. Learn - 2009 report card- Signs of preterm labor, other educational content

10/1/2009 launch

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