Transcript overall representation of the Susan G. Komen Austin affiliate

Think Pink
Sponsorship Social
512communications
March – May 2010
May 5, 2010
Courtney Campbell
Rebecca Dobyns
Jaclynn Fuller
Brianna Mynar
Ashlyn Webb
Courtney Young
512communications
Table of Contents
1. Executive Summary
2. Background
3. Priority Audiences
4. Primary Research Method and Results
5. Proposed Research Methods and Objectives
6. Strategy and Channels
7. Themes and Messages
8. Tactics
9. Logistics
10.Campaign Evaluation
11.Appendix
Executive Summary
Our public relations campaign for the Susan G. Komen Austin Affiliate focuses
primarily on a sponsorship social event to attract potential and previous sponsors for
Komen’s main fundraiser, the 2010 Race for the Cure. The “2010 Think Pink Sponsor
Social” will be held on Friday, May 21, 2010, at 7 p.m. The event will take place in the
Aloft Hotel at the Domain. We chose this location for the social because the Race for
the Cure is also held at the Domain, and we want the sponsors to become familiar with
the location where they will obtain the majority of their exposure. Our theme for the
event is “Think Pink” and will be carried out with pink decorations, flowers and pinkinspired cocktails served at the bar. The event will be a semiformal occasion in honor of
both committed and potential sponsors.
Sponsorships are vital for funding Susan G. Komen’s programs and services. Our
main goals for this campaign are to attract potential sponsors for the Race for the Cure
event and to increase promotion and awareness of the sponsor social to make it a
larger outreach event campaign. The strategies in this campaign for attracting sponsors
to the Austin Affiliate of Komen are to show statistics of the benefits of sponsoring a
nationally recognized and trusted organization as well as to reach out to businesses
that represent Komen’s local gap audiences such as young women, minority women
and local businesses. We will also present previous sponsors with statistics on how
effective and beneficial their sponsorship was and encourage them to further their
participation. Tactics to assist in accomplishing our overall goals include distributing
brochures and media kits to all previous sponsors as well as researched potential
sponsors. We will also spread awareness to local media outlets through news releases
and pitches. This 10-week campaign will end with the social event to thank sponsors
who have already committed to the foundation and also boost any potential sponsors’
desires to become a part of Susan G. Komen’s mission.
The event will be funded mostly pro-bono, with a small $500 public relations budget
from Komen Austin. A portion of this budget will go towards decorations at the event,
but the majority will go towards printing media kits and invitation packets to be
distributed to local businesses. We will use unpaid interns to assist in the research,
production and distribution of these marketing materials. The interns will also update
Komen’s social media outlets, which will be an integral part of promoting the sponsor
social event.
Overall, we want to promote the benefits of sponsoring the nation’s No. 1 trusted
nonprofit organization and attract local businesses to the Austin Affiliate of Susan G.
Komen. By highlighting the exposure and effectiveness of sponsoring a nationally
recognized brand and targeting local Austin businesses, we hope to make Susan G.
Komen a locally known brand as well. The “Think Pink Sponsor Social” event will be a
celebration of sponsors who are vital to Susan G. Komen for the Cure foundation and
its main fundraising event, the Race for the Cure.
Background
The Austin Affiliate of Susan G. Komen for the Cure was founded in 1999 to
spread the life-saving message of early detection and to support breast cancer screening,
treatment and diagnostic programs in Central Texas. Komen Austin has granted nearly $7
million since 1999 to fund these programs. However, lack of sponsorship has forced Komen
Austin to cut back on funding for many vital services.
Komen Austin released a community profile report in 2009 that detailed the
needs of the Austin area, specifying which target audiences lack the most information
regarding breast cancer. They issued a news release about the primary problems discovered
through the report. They found that African-American women have the highest breast cancer
mortality rate in the region; that Hispanic women do not seek mammograms as often as other
ethnic groups; and that women living in rural areas, especially in the counties surrounding
Austin, are diagnosed more often with breast cancer due to late diagnosis.
Komen has since created and enacted a plan to meet the needs found in the
report. They have worked to provide free mammograms through organizations such as El
Buen Samaritano and Planned Parenthood. In addition, Komen Austin provides transportation
for women without the means to travel to mammograms through Community Action as well as
care for the elderly with breast cancer through HAND (Helping the Aging, Needy and
Disabled). However, they have had to cut back on services such as transportation to
mammograms due to the lack of donations. The funding for their programs comes from
fundraising events in which they obtain corporate sponsorships. Without sponsors, Komen
cannot meet the needs of the Austin area or give women access to the information and
services they require.
The Austin Affiliate of Susan G. Komen for the Cure ® Race Sponsor Social last
year was done practically pro-bono, with only $500 from Komen Austin being used. Their
public relations work was also done pro-bono along with in-kind donations from Clear
Channel and KVUE. The food was donated, and 250 people were able to attend. The
Sponsor Social was a great approach to gathering past and future sponsors because it
engaged decision makers of sponsoring corporations and organizations. It also allowed
Komen Austin to interact with and thank those who have been or are potential donors. The
2009 Race for the Cure® totaled nearly $1.2 million of in-kind or cash sponsorship. Komen’s
total budget is $2.1 million and they currently have no public relations budget since all their
public relations work is done pro-bono. We will allocate a budget of $500 again for the event,
but hopefully donations will cover most expenses. Next spring we would like to involve more
minority-owned and rural businesses and cut the funds that Komen Austin has to provide for
the social, in addition to increasing donations to approximately $1.4 million. Komen can then
use the funding to reach the target audiences most heavily affected by breast cancer.
SWOT Analysis
Strengths:
Ranked by Harris Interactive as Most
Valued Nonprofit Brand, Most Trusted
Breast Cancer Nonprofit, and Charity
People Are Most Likely to Donate To.
Logo is recognizable and respected.
Wal-Mart donated $25,000 for Komen
Austin to improve its services to the
Austin area, perhaps encouraging other
large corporations to do the same.
Awarded Charity Navigator’s 4-star
rating for sound fiscal management for
the third year in a row in 2009.
Opportunities:
Social networking could help reach
the younger population.
The City of Austin has ideal venues
and a strong sense of community, so
events can reach a large audience
including some of the less accessible
populations.
The University of Texas at Austin is
an excellent resource for reaching
younger women.
Weaknesses:
Unable to reach some target audiences
due to gaps in technology and
communication.
Lack of resources and volunteers.
Small staff in Austin affiliate.
Threats:
Economy. In the 2009 community
profile news release, Komen Austin
mentioned that they have had to cut
their budget even though the demand
for mammograms and other services is
increasing.
People believe Susan G. Komen
doesn’t need more volunteers or
funding.
Young women still do not think breast
cancer applies to them.
Priority Audiences
In general, Susan G. Komen for the Cure’s priority
audience is women. In particular, Komen targets
women ages 18-60 with a higher concentration on older
women since they are more likely to get breast cancer.
Although women ages 35-60 are a primary audience,
Komen is very interested in new ways to target younger
women, particularly those in minority groups. Because
of financial and economic stress, women in minority
groups are more difficult to reach, making this gap an
important obstacle that Komen Austin is determined to
overcome.
With regard to our plan, our priority audiences for
this event are sponsors. Without sponsors, we cannot
reach our other target audiences. The spring event is
primarily to attract sponsors for Komen’s October Race
for the Cure event. This event is done pro-bono with a
small budget contributed by the Komen Foundation.
Therefore, it is imperative to attract as many
sponsorship opportunities as possible. For this event
we want to target previous sponsors as well as new
businesses. With the economic state, we understand
that companies may not have the means to provide
sponsorships, and this presents our biggest challenge
with this target audience. We would like to attract large
corporations as well as small local businesses.
Corporations with a larger income, such as Dell, who
has been a great sponsor in the past, are more likely to
be able to donate a larger amount to the foundation.
However, small local businesses may be able to better
connect us with our gap audiences.
Primary Research Methods
And Results
Primary Research Method: Survey
Target Audience
 Local businesses
Challenges
 Busy time of year for business
 Lack of time to administer survey
Format
 11 questions
• Focused on what businesses expect from nonprofits
in return for donating and/or sponsoring them
• Basic demographic questions such as type of
business and locations
Our survey yielded four responses from local Austin businesses, due to
lack of time and resources. Of these four companies, one was a law firm,
one was a clothing/retail store, and two were construction companies. Two
were companies with Austin locations only, one also had a location in San
Antonio, and one also had a location in College Station. All of these
companies had donated to a nonprofit before, but only one had sponsored
a nonprofit. None of them have previously worked with Komen Austin.
The important information that we received mostly entailed what
companies expect in return for donations. Three of the companies believe
that what they have received from nonprofits has been fair for the amount
of the donation that they have given in the past. The majority of these
companies allot money as they see fit, and two companies set aside an
allotted amount of money for charities every fiscal year.
These findings allow a way for us to see what a company expects in return
for a donation. We will propose the idea to Komen for them to change a
few questions and use this survey as a way to poll their current sponsors to
get insight into what they think about donations, and hopefully gain
information about how to reach new potential sponsors.
Proposed Research Methods
and Objectives
Post-Event Research
It is crucial to evaluate our progress and success after each
fundraising effort in order to better our events in the future.
We would like to conduct far-reaching surveys for existing sponsors
after the Race for the Cure and/or at the end of their paid
sponsorship.
The goals of this survey would include:
How satisfied they were with sponsoring Komen Austin
How our sponsorship program compares with other nonprofit
organizations they may have worked with in the past
Whether they are planning to continue their partnership with
Susan G. Komen.
Finding out how they felt about working with the
representatives at Komen Austin to determine how we can
improve our communication skills.
Pre-Sponsorship Survey
With more time, we would like to conduct a more in-depth presponsorship survey and obtain more responses. With our limited time
and resources, we were only able to obtain four.
Susan G. Komen should utilize all of its current business contacts to
create a higher response rate.
Advertising and Publicity Effectiveness
We will research recognition and recall of our advertising and
publicity, as well as general reactions to sponsor benefits, in order to
determine how to better target our sponsors and how much we should
be requesting for sponsorship.
Goals + Objectives
Goal:
Increase the ability of the Susan G. Komen Austin
Affiliate to provide funding for research and local
services.
Objective: Increase overall sponsorship funding by
15%
Goal: Attract previous and potential sponsors for Race
for the Cure
Objective: Increase total new sponsorships by 15%
and retain previous sponsorships
Goal: Increase personal sponsor interaction with the
Susan G. Komen Austin Affiliate to localize the brand
Objective: Send every request for sponsorship in
person with an intern or staff member, rather than
electronically.
Goal: Increase awareness and promotion to make the
Sponsorship Social a larger outreached event.
Objective: Increase overall promotion to target
businesses by 10% through number of brochures,
media kits and other promotional materials
distributed.
Strategy + Channels
To achieve an expansion in outreach for this event, we will increase
awareness and promotion by employing a strategy that incorporates a
variety of media channels.
Social Media Channels
Twitter
LinkedIn
Facebook
Local Traditional Media
News 8 Austin
96.7 KISS FM
Tim Scott said we were a “go-to nonprofit” for them.
100.7 KASE 101
Has participated in and promoted Komen Austin events in the
past.
Print Media
•Austin American Statesman
•Austin Woman Magazine
•Texas Monthly
To increase diversity of sponsors and sponsorship funding for Race for the
Cure, we believe it is important to attract potential sponsors while
accommodating current partners. To do this we will send out information
packets and media kits to all sponsors and potential sponsors.
The packets will include invitations to a formal event that will be hosted for
sponsors and potential sponsors. The event will be an opportunity to
acquire new sponsors for Race for the Cure, and for sponsors to network
with one another and representatives of the organization. In regards to
location, the event will be held at a venue that is trendy, central and easy
to locate, preferably the Aloft Hotel at The Domain in North Austin, where
the actual race will be held in November.
Themes + Messages
There are many different nonprofits in need of financial support,
and they all champion good causes. In order to compete for
available finances and increase sponsors’ confidence in Susan G.
Komen of Austin, there are many themes and messages that we
need to communicate.
Theme: Most Valuable Nonprofit Brand
Message: “Top-Ranked for Trust”
Message: “A Cause Worth Your Partnership”
Message: “Responsibility and Integrity”
Theme: Providing Vital Services to Women in Need
Message: “Importance of Early Detection”
Message: “Research to Find a Cure”
Message: “Providing Free and Low-Cost Mammograms”
Theme: A National Organization with a Local Focus
Message: “Seventy-five percent of funding goes to
community”
Message: “Partners with local businesses”
Message: “Reaching needy women in Austin”
Theme: Komen Can Help You
Message: “Partner with a respected brand”
Message: “Show customers you care”
Message: “Build community around your company”
Tactics
Strategy:
Increase personal contact between the Susan
G. Komen Austin Affiliate and local businesses to
encourage sponsorship and promote the
sponsorship social event.
Tactics:
+ News releases via email to local
magazines like Austin Women Magazine, to be
featured on its upcoming events calendar.
+ Social media releases with public service
announcement attached, sent to stations such as
100.7 and 95.5 that reach target and gap
audiences.
+ Media kits with information about
sponsorship levels and the benefits of sponsoring a
nationally-respected nonprofit organization, as well
as statistics about how effective previous
sponsorship has been for Race for the Cure.
+ Pitches targeted at local magazines and
news outlets a few weeks before the event.
+ Pitch to social media bloggers to spread
information about the importance of sponsorship
and statistics on why Komen is worth sponsoring.
+ Event invitations to local businesses.
+ Informational/promotional kits sent to
confirmed sponsors about the sponsorship social
event.
Logistics
1. Calendar
2. Budget
Sunday
28
29
30
23
21
Week 4: Send out
news releases and
social media releases
to media outlets
16
15
Week 3: Contact
media outlets with a
heads up on event and
future information
22
Week 2: Interns and
staff deliver media kits
to potential and
previous sponsors
9
Week 1: Have interns
research potential
sponsors and start
media kits
8
14
7
2
Tuesday
1
Monday
Think Pink Sponsor Social Event Calendar
March
Wednesday
31
24
17
10
3
Thursday
1
25
18
11
4
Friday
2
26
19
12
5
Saturday
2010
3
27
20
13
6
Sunday
13
20
27
Week 6: Send out
invitation packages to
potential sponsors
and sponsorship
packages to
confirmed sponsors
19
Week 7: Follow up on
invitations and
potentially meet with
sponsors who request
more information
26
11
18
25
Week 8: Confirm with
venue and finalize
donations for event
6
5
Week 5: Inform
previous sponsors of
date of social and
race, and confirm any
repeat sponsors
12
Tuesday
4
Monday
Think Pink Sponsor Social Event Calendar
April
Wednesday
28
21
14
7
Thursday
29
22
15
8
Friday
30
23
16
9
Saturday
24
17
10
2010
16
9
Sunday
3
24
31
30
Week 11: Finalize all
details
17
Week 10: contact all
media outlets to
confirm event and see
who is coming to
event
Week 9: Send pitch
letters to social media
bloggers and interns
update social media
daily about event
10
23
2
Monday
Think Pink Sponsor Social
May
18
11
Tuesday
25
4
5
26
Week 10: update
social media and send
out sponsorship
information in an
email to various
organizations
19
12
Wednesday
20
13
Thursday
27
6
7
28
THIK PINK
SPONSOR SOCIAL
21
14
Friday
Saturday
29
22
15
8
1
2010
Budget
As a team, we came up with a budget of $500. Unfortunately, Komen Austin
was only able to provide us with an overall budget that they use for the
whole year. From that number, we came up with a realistic budget for this
event. We acknowledged the fact that most aspects of the event would be
donated pro-bono based on our cause, contacts and history with last year’s
event. The budget is broken down into categories below.
$500 Budget
1.
2.
3.
4.
5.
6.
7.
[1]
Invitations
a.
Printing: donated
b. Paper (pink cardstock with Komen ribbon)[1]: $30
Interns[2]
a.
Unpaid interns would help distribute the invitations and create a
personal connection with the businesses we hope to connect with. They
will also help setup and run the event itself.
Event location- Aloft hotel
a.
Donated.
Food
a.
Appetizers and hors d’oevres[3]: $250
Drinks
a.
Non alcoholic[4]- $50
b. Alcoholic drinks can be bought by attendees at the Aloft bar.
Decorations
a.
Flowers[5]- $145
b. Table clothes, place settings, etc- donated through Aloft.
Printing (media kits, etc.)
a.
As with the invitations, the printing would be donated.
b. Paper (regular paper with Komen Austin letterhead)[6]: $25
www.desktopsupplies.com
Interns replace the use of a freelancer, which typically charges $35 per hour for tasks.
[3] www.samsclub.com
[4] www.samsclub.com
[5] Found prices for different flowers from www.samsclub.com.
[6] www.desktopsupplies.com
[2]
Evaluation
In order to implement this proposal successfully, it will be
crucial to gauge the progress of the plan throughout every
stage of the process. However, because this plan only lasts a
few months, it would be inefficient and impractical to take
attention away from the Sponsorship Social in order to
prematurely evaluate it.
Summative evaluation will be more useful for our proposal.
The criteria to determine the level of success of the program
will be two-fold. We will be judging the event based on
sponsorship commitments and the overall representation
of the Susan G. Komen Austin affiliate.
Quantitatively, the funds raised or pledged will demonstrate
the event’s success. Comparing the amount of funds received
to years past or events past will be a good place to start in
determining a positive or negative evaluation.
Qualitatively, we will gather the opinions of our donors and
potential donors by contacting them after the event and asking
for their opinions. Each individual corporate representative
who attends the sponsorship social will be personally called by
a Komen staff member or intern and asked about their
experience. Overall, this Consumer Report Data will be the
most important part of our evaluation because it will give us
insight into what the donors are thinking. In addition, we will
evaluate the extent of the media coverage for this event. Media
presence is vital to the level of respect we have in the Austin
community. Recognizing the amount of times this event is
broadcast via radio, television, social media and traditional
media will be useful in determining our communication
strengths and weaknesses.
Appendix
1. Survey Form
2. Pitch Letters
3. Blog Posts
4. Social Media Release
5. Public Service Announcement Script
6. Calendar
Dear Ms. Sheridan,
San Marcos is now the home to a bald beauty queen. Breast cancer does not see class, race, or
economic lines. It is not prejudice against any demographic. In fact, it pursues each people group
with vigor. Taylor Anne Nichols, a 20 year-old student at Texas State University was diagnosed
with breast cancer six months ago. She is now undergoing chemotherapy and has lost, for the
time being her gorgeous blonde curls. Taylor has been competing in various pageants throughout
Texas since she was a little girl. She has continued to participate in beauty pageants despite her
having cancer. In addition, Nichols has chosen to use her position as Miss Bexar County as a
platform for getting the word out about breast cancer prevention. She is an advocate for early
detection and is using her story to promote young women’s breast health.
I think that The Daily Texan should do a feature story about Taylor Anne Nichols, and her brave
battle with breast cancer. As the editor, I know that you have personally included many articles
and feature stories about the importance of student health. Nichols is a living testimony to the
benefits of self-examination and early detection in regard to breast cancer. I wanted to personally
write to you because I think that the platform of the Daily Texan will be valuable to young
women in the University of Texas at Austin community. If possible, I would appreciate your
reply by April 1, 2010. If this opportunity does not appeal to you, please let me know and I will
find another outlet. If you are interested, you can contact Nichols personally at (555) 555-5555
or contact her pageant website at www.valleyqueens.com. If there is anything else I might be
able to do to help do not hesitate to contact me at [email protected].
Nichols has a spirit unlike anyone I have ever known. She has boldly accepted her new
appearance and has recently done her latest pageant photo shoot without a wig. It is just her raw,
natural beauty showing there. Her newly found confidence is contagious. I think your readers
would be inspired by her heroic story.
I will call you on Monday March 29 to get your opinion of the story and to see if it interests you.
Please feel free to call me at anytime at (979) 324-3551. Thank you for your consideration. I
look forward to talking with you.
Sincerely,
Ashlyn Webb
Susan G. Komen of Austin
3508 S. Lamar
Suite 300
Austin, TX 78704
512.473.0900
March 31, 2010
Ms. Mary Anne Connolly
Editor
Austin Woman Magazine
1213 West 49th Street
Austin, Texas 78756
Dear Ms. Connolly,
For the 850 women who are diagnosed with breast cancer in Central Texas every year, a normal lifestyle
post-diagnosis may seem like an distant notion. It is important that these women are enlightened about the
organizations right here in Austin that operate for the sole purpose of helping cancer patients and
survivors maintain fulfilling lives.
Capital of Texas Team Survivor is a non-profit organization that provides free health education, fitness
and support programs exclusively to women with cancer and women cancer survivors in the greater
Austin, Texas area. These inspirational programs are for women of all fitness levels in every stage of
cancer treatment and recovery. By helping women to regain control of their bodies, their health and their
lives, CTTS is helping women cancer patients and survivors to build a sense of power and
accomplishment as they recover from their cancer experience.
An advocate of the Susan G Komen organization, CTTS offers an 8 to 12 week run/walk and stretching
program leading up to Austin Race for the Cure. By doing this they promote Race for the Cure, while
directly improving the lives of the cancer patients they train with.
The CTTS website features the survival stories and testimonials of many Austin women who have
participated in the CTTS program. Any of these women have great potential to be the focus of a feature
story concerning CTTS.
As a fellow advocate and sponsor in the Race for the Cure, Austin Woman magazine would be a great
voice for this story. A feature story concerning CTTS could enlighten the women of Austin about help
that is available for improving the lives of breast cancer victims, while encouraging participation and
sponsorship for Race for the Cure.
Thank you for your time.
Sincerely,
Brianna Mynar
Public Relations Director
March 28, 2010
Susan G. Komen of Austin
3508 S. Lamar Suite 300
Austin, TX 78704
512.473.0900
Ms. Mary Anne Connolly
Editor
Austin Woman Magazine
1213 West 49th Street
Austin, TX 78756
Dear Ms. Connolly,
Maura McDermott, 22, lost her mother to breast cancer five years ago and since then
has turned her passion for breast cancer awareness and prevention into a career
with the Susan G. Komen Austin Affiliate.
Approximately 40,000 women die of breast cancer each year. That’s 40,000 families
that experience the loss of a loved one from this disease. Maura has taken this
tragedy in her life and turned it into a passion for helping women all over Austin.
Your magazine focuses on women in Austin who have successfully taken their
passions and turned them into thriving businesses and careers. I am pitching
Maura’s story to you as a possible local human-interest piece because her passion is
fueled by circumstances that have affected many women in today’s society. At the
young age of 22, Maura has not only made an impact at the Komen foundation but in
many other women’s lives. She is able to share her story and be a part of making
Austin’s breast cancer patients breast cancer survivors.
For more information or any questions you have about Maura’s story please e-mail
me at [email protected]. If you would like to set up an interview with Maura
she is available by e-mail at [email protected].
I will call by Friday, April 2, to see if I might be of any help on a possible story on
Maura McDermott. Thank you for your time and consideration.
Sincerely,
Courtney Young
Public Relations Officer
P.O. Box 2164
Austin, TX 78768
512-473-0900
March 26, 2010
Ms. Bernice Chuang
Editor
Her Campus – UT Austin
[email protected]
Dear Bernice:
Nicki Swann felt a strange lump on her breast as a 23-year-old graduate student. Her
doctor repeatedly assured her that the lump was nothing to worry about because Nicki
was so young. As Nicki now prepares to undergo chemotherapy, we ask: how many other
college women receive similar advice from doctors each year and ignore the warning
signs because they are “too young” for breast cancer?
We at the Susan G. Komen Austin Affiliate want to ensure that all college women,
especially in Austin, are aware of the risks of breast cancer. Nicki’s story is not unique.
Many young women receive bad advice from doctors, fail to perform self-examinations
and do not consider mammograms until they are older. Nicki, who grew up in Austin, is a
successful, intelligent and healthy young woman, just like your readers. We want to
educate women like Nicki so that they can make informed decisions about breast health.
Nicki Swann is available for interview almost any day of the week, in between
chemotherapy treatments. Please email me to set up an interview with her. For more
information about the Susan G. Komen Austin Affiliate, please email Community and
Operations Coordinator Maura McDermott at [email protected].
If you are interested in Nicki Swann’s story, please reply by Thursday, April 1. I’m here
to answer any questions you have and help you get the information you need. We also
have other information and resources available for your readers, such as a list of low-cost
and free breast health clinics for young women in Austin.
I will call you by April 1 so that I can address any remaining questions or concerns. I
hope to hear from you within the next few days.
Sincerely,
Rebecca Dobyns
Public Relations Officer
3508 S. Lamar
Suite 300
Austin, Texas 78704
512-473-0900
March 28, 2010
Ms. Andrea Ball
Austin American-Statesman
P.O. Box 670
Austin, Texas 78704
Dear Ms. Ball:
Michelle Bynum has a beautiful little boy named Reid who is about to turn 6 years
old. She is a devoted mother to him and a devoted wife to her husband Brad. What
makes Michelle stand out? The fact that she is fighting an uphill battle with breast
cancer.
I think that Michelle’s story could be of interest to your readers for your blog
“Charity Chat.” She is extremely active within Susan G. Komen and aims to raise
awareness about the reality of breast cancer in women of all ages. Michelle was
misdiagnosed for years regarding the lump she felt in her breast. Today, Michelle is
fighting stage 4 breast cancer all while at the young age of 37. She is an advocate for
breast cancer and has been quoted as saying “I do not want to waste my cancer.” Her
testimony would be powerful for your female readers and reiterate the importance
of self-examinations and awareness.
I can assure you the full cooperation of Susan G. Komen and what information we
know, along with Michelle Bynum. We are willing to work with you in any way
possible to allow this story to happen.
I will call you on Thursday, April 1, to see if I can help you with a story on Michelle
Bynum and breast cancer awareness. But please feel free to contact me anytime at
512-923-3379. I look forward to speaking with you and thank you for your time and
consideration.
Sincerely,
Jaclynn Fuller
Public Relations Director
Susan G. Komen of Austin
3508 S. Lamar
Suite 300
Austin, TX 78704
512.473.0900
March 29, 2010
Ms. Mary Anne Connolly
Editor
Austin Woman Magazine
1213 West 49th Street
Austin, Texas 78756
Dear Ms. Connolly,
Every year in central Texas, 850 women are diagnosed with breast cancer. Being diagnosed with
breast cancer is a difficult to go through, but it is especially difficult when you are a young
woman.
The Pink Ribbon Cowgirls is a group of young breast cancer survivors organized and fully
funded by the Breast Cancer Resource Centers of Texas. Somewhat of a social network, they
provide a strong support system for young women affected by breast cancer, as well as comfort in
a very difficult time. The group arranges girls’ night out evenings, speaker meetings, workshops,
seminars and family-friendly activities. They address common questions that these women have
concerning nutrition, fitness, fertility, careers and dating.
The coordinator for young survival services at the Breast Cancer Resource Center, Runi Limary,
was diagnosed with breast cancer at age 27. Limary is just one of the many advocates of this
group with a personal story attached to it that just alone could be used as the focus of a feature
piece.
I know your magazine would be a great outlet for this story. Austin Woman has always been an
advocate for breast health, as well as a sponsor in the Race for the Cure. Susan G. Komen is a big
advocate of this group and provides significant funding to the Breast Cancer Resource Centers of
Texas. This group makes a profound difference in these women’s lives; I believe it would be
worth your time to look further into it as a feature piece.
Thank you for your time and consideration.
Sincerely,
Courtney Campbell
Public Relations Director
Komen wants your help
By Jaclynn Fuller
Susan G. Komen is working to grab the attention of women everywhere. Most of us
know someone who has dealt with breast cancer. It could have been your mother,
your sister, your best friend or any other female in your life. But the terrible truth is
that breast cancer is the second most common form of cancer in women, second
only to non-melanoma skin cancer according to the Center for Disease Control and
Prevention.
What help could Komen want from you? The one thing Komen asks of everyone is
awareness. They push self-exams on all women since because breast cancer is not
biased against age.
Actually, breast cancer isn’t biased at all. Not against gender or race, age or class. It
can affect anyone and everyone. Maybe surprising to you, is the fact that it can
affect men. Even though it is a lot less common among males, it still happens, so
men and women alike need to be aware of the signs and symptoms.
The self-exams are simple and take almost no time at all. These simple exams are
key for early detection since most women get breast exams only once a year, if not
less. Learn how to do a self-exam here.
Komen recommends that women get breast exams every three years starting at the
age of 20 and every year starting at the age of 40. But it is the younger crowd who
do not normally follow this advice. Komen is reaching out to young women
everywhere to take precautions for their own health. The first weapon they are
providing them with is knowledge but we need to help spread the word as far as we
can. Knowledge is powerful.
Learn more from their website at komen.org. Or visit Komen Austin’s website for
information relevant to Austin and its surrounding areas at komenaustin.org.
Can Aspirin Reduce Risks of Breast Cancer Victims?
By Brianna Mynar
It is well-known that there are several preventative measures for reducing the risk of
getting breast cancer. Among the recommended measures are the limitation of alcohol
intake, engaging in regular exercise, and maintaining a healthy diet abundant with fruits
and vegetables. However, unbeknownst to many are which measures can be taken once
diagnosed with breast cancer. While the thought of having little control over your own
destiny is a frightening one, a new revelation may help to ease this fear in breast cancer
victims.
Last month, The Journal of Clinical Oncology revealed an interesting discovery
regarding this questionable topic. A series of studies conducted provided them with
results that have led them to conclude that aspirin may actually reduce the risk of breast
cancer recurrence and death among women who are at least one year beyond a diagnosis
of early stage breast cancer.
The aspirin referred to in the study are any drugs that can be qualified as non-steroidal
anti-inflammatory, or NSAIDS. Aspirin and ibuprofen are two types of NSAIDS
commonly used to reduce inflammation and relive pain.
The results of the study suggested that these drugs may have the ability to reduce breast
cancer growth. In fact, the study showed that the risk of death of women who took aspirin
two to five times a week was a shocking 71 percent lower than the risk of death for
women who did not take aspirin regularly.
However, it is important to remember that like other treatment options, there are risks
associated with regular aspirin use. So don’t forget to talk with your doctor to be sure that
you are aware of the risks involved. Visit the Susan G. Komen for the Cure website to
learn about other treatment options for different types of breast cancer and much more.
It takes $125 to challenge breast cancer
March 1, 2010
Posted by Courtney Campbell
Today is the day to beat breast cancer! Susan G. Komen for the
Cure reports that 200,000 women will be diagnosed with invasive
breast cancer this year in the United States. Here in Texas for
every 100,000 women, 116 will develop this potentially deadly
disease.
For a lot of us, breast cancer has hit close to home. It is time to get
the women of the 512 to not give breast cancer the chance to steal
another loved one away. The Austin affiliate for Susan G. Komen
for the Cure is trying to get the word out to the women of central
Texas about the significance mammograms.
Ladies, screening is so important to early detection of breast cancer
and the chances of survival if diagnosed. Regular screening can be
hard on the wallet, but there are options out there that help those
that cannot afford mammograms as recommended.
Central Texas has awesome support services for low-cost or even
no-cost screening. The donations made to Susan G. Komen of
Austin help to fund these organizations that provide these
screenings as well as other services like transportation to the
appointment.
That’s right, your donations made during Austin Race for the Cure
and other local events are contributing directly to the possible
survival of your neighbors.
That is why it is important for you to take the Komen One Twenty
Five Challenge. The average cost of a mammogram according to
Breast Cancer: It Can Happen to You
FEBRUARY 28, 2010 / 8:00 PM
POSTED BY COURTNEY YOUNG,
COMMUNICATIONS OFFICER
Like many other young women, as a 20-year-old college student
the last thing on my mind is breast cancer. It seems that a likely
excuse for most young women’s lack of awareness of the risks of
breast cancer comes from the age-old “that could never happen to
me” invincible mentality. The truth is, it can happen to you.
According to the Susan G. Komen for the Cure Foundation, over
250,000 women under the age of 40 are living with breast cancer
and many of these women found out they had cancer while in their
20s. These women probably thought it could “never happen to
them” either. The harsh reality is that the biggest risk factor for
breast cancer is being a woman and EVERY woman is at risk.
This is why the Susan G. Komen for the Cure Foundation strongly
encourages women to start getting clinical breast exams at least
every 3 years starting at the age of 20. The foundation also pushes
women perform breast self-exams every month and to pay
attention to what is normal for your body.
For 26-year-old Natalia Hernandez life was like most girls’ in there
20s, one big party. She never thought she would get breast cancer.
Even after finding a lump in her breast, which she at first ignored,
and then a doctor dismissed due to her age. Then she found out that
she had stage 4 Breast Cancer.
Most of the time a lump or breast change is not cancer, but it is
better to be safe than sorry and get a doctor to run the tests needed
to make sure. The Susan G. Komen Foundation has really opened
Local Susan G. Komen Affiliate Challenges for Charity
125 Challenge provides a way to help women obtain mammograms
April 13, 2010: 11:00 a.m.
News Facts:
The Susan G. Komen Austin Affiliate is encouraging Austinites to take the
“125 Challenge” and donate $125, the value of a life-saving mammogram.
Of 628 Hispanic women surveyed, 202 reported that they had not had a
mammogram in the past two years. These women are 40 and older and make up
30 percent of our service area.
In 2009 and 2010, demand for services outstripped Komen Austin’s ability to
provide them.
The mobile mammography unit had to cut 20 locations out of its schedule,
and more women are calling the office needing free screenings.
Many Austin women have lost their insurance due to the economy.
There are 473,140 women between the ages of 20 and 65 in the Austin area,
and approximately 841 will be diagnosed with breast cancer this year.
Direct correlations between economic status and the overall health of
populations have been repeatedly proven in studies.
The breast cancer mortality rate in Travis, Bastrop and Caldwell counties is
higher than the average rate in Texas.
Quotations:
“Our goal this year is to highlight that the more mammograms we supply, the
more cancer we will catch at a phase where the odds are stacked in the person’s
favor.”—Heather Alexander, Development Director for Susan G. Komen of Austin
“Last year 1,300 people participated, we hope that we can get 2,000 to
participate this year.”—Maura McDermott, Community & Volunteer Services
Coordinator for Susan G. Komen of Austin
Related Links:
Learn about or take the 125 Challenge Today!
Learn more about resources available to central Texas women.
For More Information:
Courtney Campbell
Director of Media Relations
512-423-0577
[email protected]
Public Service Announcement
Title: PSA for Susan G. Komen Austin Affiliate
Sponsor: Susan G. Komen Austin Affiliate
Length: 30 seconds
Air Dates: Spring 2010
SFX: Play segment of “My Humps” by Fergie
VO1:
Keep your lovely lady lumps cancer-free. An
estimated eight hundred fifty women will be
diagnosed with breast cancer in Central Texas
this year. Getting regular screening tests is the
best way for women to lower their risk of dying
from breast cancer.
VO2:
Susan G. Komen of Austin offers resources for
free or low-cost mammograms for women who
qualify.
Visit www.komenaustin.org for more details on
breast cancer awareness and your local affiliate.
SFX: End of “My Humps” – “Check it out!”
Thank you for working with us and reviewing our plan.
We have enjoyed working with the Susan G. Komen
Austin Affiliate this semester. Please feel free to contact
us with any questions.
Courtney Campbell – [email protected]
Rebecca Dobyns – [email protected]
Jaclynn Fuller – [email protected]
Brianna Mynar – [email protected]
Ashlyn Webb – [email protected]
Courtney Young – [email protected]
512communications