Subject: Re: Website
From: "Sherry Galloway" <[email-masked]>
To: "Skip Lockwood" <[email-masked]>
Cc: "Thomas E. Moody, M.D." <[email-masked]>, "Mr. Jonathan Schwartz" <[email-masked]>, "Mr. Mitch Laurance" <[email-masked]>, "Mr. Robin Sparrow" <[email-masked]>, "Mr. Hunter Biden" <[email-masked]>, "Jill O'Donnell-Tormey" <[email-masked]>, "Mr. Tom Quinn" <[email-masked]>, "Sanford Siegel" <[email-masked]>, "Sanford Siegel" <[email-masked]>, "Concepcion, Raoul S." <[email-masked]>, "Mike Smith" <[email-masked]>, "Robert ginyard" <[email-masked]>, "Jamie Bearse" <[email-masked]>, "Anne Marie Person" <
Date: Tue, 19 Jun 2012 12:33:56 -0700 (PDT)

Hey Skip,

I didn't mean to offend or to say that we wasted money; I just think 
we've left a huge part of the American public out of the loop by not 
more actively pursuing them where they spend most of their time: on the 
sofa, in front of the television!  Thanks for your detailed reply and 
please know that I'm fighting several battles right now, none of which 
have been resolved to my satisfaction, and perhaps my e-mail today was a bit more intense than it needed to be!

Thanks and peace, Sherry
 
 "For in the final analysis, our most basic common link is that we all inhabit this small planet, we all breathe the same air, we all cherish our children's futures, and we are all mortal."    .....John F. Kennedy

________________________________
 From: Skip Lockwood <[email-masked]>
To: Sherry Galloway <[email-masked]> 
Cc: "Thomas E. Moody, M.D." <[email-masked]>; Mr. Jonathan Schwartz <[email-masked]>; Mr. Mitch Laurance <[email-masked]>; Mr. Robin Sparrow <[email-masked]>; Mr. Hunter Biden <[email-masked]>; Jill O'Donnell-Tormey <[email-masked]>; Mr. Tom Quinn <[email-masked]>; Sanford Siegel <[email-masked]>; Sanford Siegel <[email-masked]>; "Concepcion, Raoul S." <[email-masked]>; Mike Smith <[email-masked]>; Robert ginyard <[email-masked]>; Jamie Bearse <[email-masked]>; Anne Marie Person <[email-masked]>; Sherry Wilson <[email-masked]>; Kathy Costigan <[email-masked]>; Kevin Johnson <[email-masked]> 
Sent: Tuesday, June 19, 2012 9:41 AM
Subject: Re: Website

Thanks for your input Sherry.  I am glad that people are willing to share freely.  We try to run this office in a completely open manner in which everyone is able to provide input as we move forward.  The free exchange of ideas, concerns, thoughts, and feelings is pivotal to our success.

I would only add to your comments that no money was wasted in any shape form or fashion on this campaign.  Everything that was paid for was at a TREMENDOUS discount off the retail cost and in many cases favors were called in and in-kind donations made.  We were able to use W&K's negotiating power to great success.  I will have a full report shortly on the overall coverage on television (which we got for free), newspapers, magazines and web/Internet.   

I would also add that age in no ways determined this campaign or how it was implemented.  In case you were wondering, the man overseeing this campaign is  a 60+ prostate cancer survivor and a leukemia survivor.  He has a nearly lifesize photo portrait of himself, naked, immediately post-surgery to show the damage that cancer has done to his body.  He still has the catheter, leg bag, and iv tubes in him at the time the pic is taken.  We talked about using that picture and others like it and his response to us was that there is a difference between shock and horror.  We utilized every portion of the media spectrum on this campaign to the utmost that we could.  To put into comparison, we got 10X the media exposure from what we spent than we would have gotten for similar expense paid to Joe Diaz and his television station.

As noted in prior emails, Father's Day is over and so is the campaign.  The website has been returned to its nutless format.  We anticipate using a kinder/gentler walnut in September.  The important thing to remember is this campaign was not for "us."  We are already in the fold, know the risks and are committed.  This campaign was for all those people that are ignoring this issue.  It did what it was designed to do, it engaged people that are otherwise not paying attention to prostate health.  We learned a lot with this experiment that has given us a lot of valuable information and feedback on how to move forward and get our message out to a large world and larger community.  

--Skip  

On Tue, Jun 19, 2012 at 11:04 AM, Sherry Galloway <[email-masked]> wrote:

Okay, All,
>
>
>I just read Tom's e-mail and I'm ready to speak up.  I soft pedaled my comments in response to Skip by saying that I didn't think the campaign would appeal to women; to state it more clearly, it doesn't appeal to me.  I think hitting hard and shocking people is important and I respect that the agency we chose has great creds.  However, the ad is kind of the South Park of ads.  Now, I like South Park, however it's raunchy and immature and meant to be that way.  Is that how we want our campaign to be?  I didn't speak up much at the meeting, but I kind of felt out numbered, and realize that as a board member, it is my due diligence to speak up.  We need to rework this.  Shock, don't offend.  Show photos of men dying from prostate cancer; need some?  I have some!  Show comparison photos; need some? I have some!  Prostate cancer is not a cartoon character; it's a murderer of men at any age.  Want passion in our ads?  Show the anger and
 heartbreak of those left behind; those who watched their loved ones slowly and agonizingly disappear; need some?  I have some!  I am PROUD to be part of ZERO.  One of my voiced concerns from day one has been that everyone on the ZERO team is young and we thereby approach everything on line instead of on television, in newspapers and other periodicals, as old fashioned as that sounds.  Paid advertising to local television would have completely changed the outcome of my GPCC event because people here pray to the televisions gods.  There wasn't enough money to pay for advertising or for me to be on T.V. with Joe Diaz, talking about how prostate cancer affected us.  It would have been far more influential than a cartoon walnut swearing at prostate cancer.  I have a feeling that this isn't just an Albuquerque thing and that we could revise our approach a bit and reach far more people, bring far more awareness to the public and NOT get cut from news
 programs if we put our energies into that kind of public testimony.  Many of us, for instance, have been very positively received on Capitol Hill when testifying and, for my own contribution, Elise Morgan (WHNT) was nominated for an emmy for her interview with me.  We need more of THAT kind of advertising.  People relate to other people - and that's how you get a successful campaign!
>
>
>Okay, I've ranted.  Sorry, Tom, that I didn't speak up at the meeting; I thought I was the odd one out and also didn't have time to process what I was seeing.  We need to regroup and hopefully we can do so with the ad group, so that our expenditures thus far are not wasted.
>
>
>Thank you,
>
>
>Sherry
> 
> "For in the final analysis, our most basic common link is that we all inhabit this small planet, we all breathe the same air, we all cherish our children's futures, and we are all mortal."    .....John F. Kennedy
> 
> 
>
>
>________________________________
>
>From: "Thomas E. Moody, M.D." <[email-masked]>
>To: 'Sherry Galloway' <[email-masked]>; 'Skip Lockwood' <[email-masked]>; 'Mr. Jonathan Schwartz' <[email-masked]>; 'Mr. Mitch Laurance' <[email-masked]>; 'Mr. Robin Sparrow' <[email-masked]>; 'Mr. Hunter Biden' <[email-masked]>; 'Jill O'Donnell-Tormey' <[email-masked]>; 'Mr. Tom Quinn' <[email-masked]>; 'Sanford Siegel' <[email-masked]>; 'Sanford Siegel' <[email-masked]>; "'Concepcion, Raoul S.'" <[email-masked]>; 'Mike Smith' <[email-masked]>; 'Robert ginyard' <[email-masked]> 
>
>Cc: 'Jamie Bearse' <[email-masked]>; 'Anne Marie Person' <[email-masked]>; 'Sherry Wilson' <[email-masked]>; 'Kathy Costigan' <[email-masked]>; 'Kevin Johnson' <[email-masked]> 
>Sent: Tuesday, June 19, 2012 8:19 AM
>Subject: RE: Website
> 
>
>There have been a lot of
comments about “The Campaign” pushing the envelope.  I think the campaign
ignored the envelope.  Mr. Ginyard said it got the attention of the core
audience.  I’m not sure who that audience is, but it is not Alabama .  The reaction here has been
universally negative.  We have lost the support of two of our biggest patient advocates
who reminded us that they could not take this type of campaign to their
churches.
> 
>The campaign ignored the
minimal concepts of propriety.  It may appeal to the rap/shock/in your face
generation, but not to me.  I do not know how anyone can justify using that
degree of crudeness and profanity in a public forum.  Would you want your
mother, sister, daughter or wife to see it and know that you were responsible? 
I wouldn’t.
> 
>I would be embarrassed for
Senator Jeff Sessions to see the campaign.  I am embarrassed that I solicited
money from local people that was spent in this way.  I know that a lot of the
campaign will be taken down from the website, but why did we need it in the
first place?  
> 
>My greatest concern however
is that according to Skip there was not an official presentation to the board
for approval.  I think that an ad campaign that changes the “brand” of ZERO and
by Skip’s admission is out of his comfort zone should have been submitted to
the Board for approval, not to mention the $100,000.00 spent.
> 
>I realize that my
reaction to the campaign is contrary to that of the other Board members that
have responded.  I consider the Zero staff and Board members to be friends and
that is why it is disappointing and painful to me to be at odds with you. 
> 
> 
>
>________________________________
> 
>From:Sherry Galloway
[mailto:[email-masked]] 
>Sent: Monday, June 18, 2012 6:41
PM
>To: Skip Lockwood; Mr. Jonathan
Schwartz; Mr. Mitch Laurance; Mr. Robin Sparrow; Mr. Hunter Biden; Jill
O'Donnell-Tormey; Mr. Tom Quinn; Dr. Thomas Moody; Sanford Siegel; Sanford
Siegel; Concepcion, Raoul S.; Mike Smith; Robert ginyard
>Cc: Jamie Bearse; Anne Marie
Person; Sherry Wilson; Kathy Costigan; Kevin Johnson
>Subject: Re: Website
> 
>No problem,
Skip,
> 
>Although I,
myself, am not a media expert, I am a consumer and know that certain things resonate
better than others.  For the men out there, we have to be direct and hard
hitting; the women need a softer, more emotional approach - and I believe that,
in large part, it's going to be women who put prostate cancer on the map, just
as we have done with breast cancer.
> 
>I'm proud of
all you've done and I think we are on the way to great things!!!
> 
>Sherry
> 
> "For in the
final analysis, our most basic common link is that we all inhabit this small
planet, we all breathe the same air, we all cherish our children's futures, and
we are all mortal."    .....John
F. Kennedy
> 
> 
> 
>
>________________________________
> 
>From:Skip Lockwood
<[email-masked]>
>To: Mr. Jonathan Schwartz
<[email-masked]>; Mr. Mitch Laurance
<[email-masked]>; Mr. Robin Sparrow <[email-masked]>;
Mr. Hunter Biden <[email-masked]>; Sherry Galloway
<[email-masked]>; Jill O'Donnell-Tormey
<[email-masked]>; Mr. Tom Quinn <[email-masked]>;
Dr. Thomas Moody <[email-masked]>; Sanford Siegel
<[email-masked]>; Sanford Siegel <[email-masked]>;
"Concepcion, Raoul S." <[email-masked]>; Mike Smith
<[email-masked]>; Robert ginyard <[email-masked]> 
>Cc: Jamie Bearse
<[email-masked]>; Anne Marie Person
<[email-masked]>; Sherry Wilson
<[email-masked]>; Kathy Costigan <[email-masked]>;
Kevin Johnson <[email-masked]> 
>Sent: Monday, June 18, 2012 2:58
PM
>Subject: Website
> 
>All,
>
>Now that Father's Day/Prostate Day is over, the website will return to its
mostly nut-free status sometime in the next few hours.  I know this
campaign has caused some heartburn for several of you and for that I
apologize.  I would note that the campaign has been quite successful and
did accomplish its goal of getting some good coverage, getting a new segment of
people alerted and engaged in the cause and attracting some much needed
attention in some very important places. I hope to have a full outcomes report
to you in the next couple of days.
>
>I believe I sent several of the immediate outcomes to you last week but to
recap, last week's activities drew the head of the NY Taxi Cab Driver's Union
to the vehicle to discuss how we can put together a health campaign for the
tens of thousands of cab drivers in the New
  York metro area.  We also spoke with
WCBS/Yankees Radio about being part of their annual fan fast. The people from
Yankees Radio came down to see the Drive in operation.  I also met with
the head of the NYC Housing Authority.  Further, Dr. Samadi and his team
are excited to help us start a race in NYC next June.  
>
>Please know that the risks we took over the last two weeks were not entered
into cavalierly or without consideration of the potential ramifications. 
There is I believe, a significant role for a kinder/gentler walnut to play as
evidenced by the large number of views of the more general PSA's that are
circulating.  The musical in particular has been very well received. 
This was also an excellent test of "the edge" and we will, with
W&K's help, fine tune the concept for the best possible outcome.
>
>Thank you all for your patience and consideration during this experiment.
>
>Best,
>
>--Skip    
>
>-- 
>Skip Lockwood
>President and CEO
>ZERO -- The End of Prostate Cancer
>10G St., NE
>Suite601
>Washington, DC 20002
>202-463-9455 (main)
>202-463-9456 (fax)
>
>
>Virginia Office:
>515 King St .
>Suite 420
>
Alexandria , VA 22304
>
>
>www.zerocancer.org
>Twitter:  www.twitter.com/digitalskip
>Facebook:  ZERO — The End of Cancer
>Combined Federal Campaign #12161
>_______________________________________
> 
>
>

-- 
Skip Lockwood
President and CEO
ZERO -- The End of Prostate Cancer
10 G St., NE
Suite 601
Washington, DC 20002
202-463-9455 (main)
202-463-9456 (fax)

Virginia Office:
515 King St.
Suite 420
Alexandria, VA 22304

www.zerocancer.org
Twitter:  www.twitter.com/digitalskip
Facebook:  ZERO — The End of Cancer
Combined Federal Campaign #12161
______________________________________