PRSSA MOVEMBER COLLEGIATE CAMPAIGN OCTOBER 2013 – DECEMBER 2013
CAMPAIGN OVERVIEW Blue Cross Blue Shield of Michigan (BCBSM) is Michigan’s largest insurer, covering over 4.4 million people throughout the state. As part of the Blues’ ongoing effort to help people live healthy lifestyles, this fall, the organization is focusing its efforts on early cancer detection. The campaign kicked off in late August in a partnership with the University of Michigan via the Michigan Football Experience Sweepstakes . The campaign has a three tiered approach, focusing on prostate cancer in September, breast cancer in October, and men’s health in November, aka Movember. The goal of this campaign is to activate students around creating awareness for men’s health in Movember by pulling together a public relations plan to support the objectives outlined below.
EARLY CANCER DETECTION: MOVEMBER, CHANGING THE FACE OF MEN’S HEALTH According to the American Cancer Society, more than one million people in the United States get cancer each year. Throughout the fall, Blue Cross Blue Shield of Michigan and Blue Care Network will lead an effort to bring more awareness to the fight against cancer and the importance of early detection through an integrated communications campaign.
The Michigan Department of Community Health reports that cancer is the second leading cause of death in Michigan, contributing to significant economic and social costs. An estimated 55,660 people in Michigan were diagnosed with cancer during 2010 and 20,740 were projected to die from cancer. Uninsured patients and those from ethnic minorities are much more likely to be diagnosed with cancer at a later stage when treatment is more extensive, debilitating and costly.
Over the course of the next three months (October, November, December), an integrated communications team will be communicating the importance of early cancer detection and the importance of building a trusting relationship with a primary care physician.
Given the timeframe, the PRSSA students will focus on the third month, Movember. Every November, the Movember Foundation encourages men to grow moustaches to raise funds and awareness for men’s health, specifically prostate cancer and other cancers that affect men. The goal of “Movember” is to “change the face of men’s health.”
The “Movember” initiative will bring attention to BCBSM’s efforts to create a healthier Michigan by implementing a consumer education campaign, announcing a call to action for men to get prostate cancer screenings and raise awareness on preventative efforts.
1
Blue Cross Blue Shield of Michigan is a nonprofit corporation and independent licensee of the Blue Cross and Blue Shield Association. PRSSA MOVEMBER COLLEGIATE CAMPAIGN OCTOBER 2013 – DECEMBER 2013
OBJECTIVES • Communicate the importance of annual screenings and encourage actual scheduling of screenings. • Communicate the importance of a patient’s relationship with their primary care physician. • Communicate the importance of early detection for both the patient and their loved ones. • Raise awareness by communicating the risk factors surrounding prostate cancer, breast cancer and other health issues, such as smoking, family history and overall health. • Raise awareness of how to decrease the risk of cancers by maintaining a healthy diet, staying physically active, not smoking and seeing a primary care physician regularly. • Promote BCBSM as a resource for healthy living by directing users to resources such as www.AHealthierMichigan.org , increasing online traffic
PARTICIPATING ORGANIZATIONS • BCBSM, Public Relations Student Society of America (PRSSA) national, Michigan colleges and universities in Michigan with active PRSSA Chapters
TIMELINE OCTOBER – NOVEMBER 2013: • October 4 – 16 : Student outreach for campaign participation • October 16 : Campaign Registration Deadline • October 17 : Student campaigns begin • November 7 : Campaign plans complete, and entrees submitted to PRSSA Headquarters by 5 p.m. EST • November 11 – December 9 : Campaign execution • BCBSM is happy to hold informational meetings/prep sessions with participating schools during the planning phase of the campaign. DECEMBER 2013: • December 10 – December 13 : Campaign evaluation by BCBSM • December 15 : Winners announced • January 2014 : Winner’s lunch/dinner with winning team
STUDENT GROWTH AND BENEFIT • Tangible, real world campaign experience • Ability to execute real campaign and build portfolio on an issue students and all Americans are facing • Enhance and build on team skills • Engage and work with various publics a practitioner would work with on a campaign • Opportunity to engage with and interact with BCBSM executives and communications leadership
AWARD The team with the best campaign plan, implementation and results, evaluated by BCBSM, will receive $500. The runner up team will receive $300 and the second runner up will receive $200. The winning team and their academic adviser will have the opportunity for a luncheon and roundtable with BCBSM PR, Advertising and Market Communications team at the company’s headquarters in Detroit, Michigan.
2
Blue Cross Blue Shield of Michigan is a nonprofit corporation and independent licensee of the Blue Cross and Blue Shield Association. PRSSA MOVEMBER COLLEGIATE CAMPAIGN OCTOBER 2013 – DECEMBER 2013
ELIGIBILITY • Must be an active PRSSA Chapter and in good standing with PRSSA national Chapter • Must be a paid member of collegiate PRSSA Chapter
KEY ORGANIZATIONAL CONTACTS • BCBSM: Stephanie Beres, manager, external affairs; [email protected] ; 313-806-5535 • PRSSA National: Jeneen Garcia, [email protected] ; 212-460-1466
ABOUT BCBSM Blue Cross Blue Shield of Michigan, a nonprofit organization, provides and administers health benefits to more than 4.4 million members residing in Michigan in addition to members of Michigan-headquartered groups who reside outside the state. Blue Cross Blue Shield of Michigan and Blue Care Network are nonprofit corporations and independent licensees of the Blue Cross and Blue Shield Association. For more company information, visit bcbsm.com .
CAMPAIGN DIRECTION/SPECIFICS News release issued announcing the campaign:
Blue Cross Blue Shield of Michigan, Blue Care Network and University of Michigan to stress importance of early cancer detection, while giving fans a chance to win a "Michigan Football Experience" August 26, 2013
DETROIT — Blue Cross Blue Shield of Michigan and Blue Care Network are partnering with the University of Michigan to launch The Michigan Football Experience Sweepstakes , a fan contest with a vital message — early detection of cancer through regular visits to the doctor can lead to vastly improved health outcomes for those facing the disease.
The program launched today and will culminate at the Michigan Wolverines’ November 30 th game against Ohio State. One winner will receive a trip for two to attend the Michigan Wolverines’ next bowl game. Four additional winners will receive an opportunity to participate in the Michigan Men’s Football Experience , and another five winners will have the opportunity to attend the Michigan Women’s Football Academy . This collaborative effort is designed to increase awareness of men’s health issues, focusing on prostate cancer awareness, early detection and prevention, and U of M’s “Men of Michigan” Prostate Cancer Research Fund .
In 2002, while CEO of Domino’s Pizza, Dave Brandon, U of M athletic director and former football player under Bo Schembechler, was diagnosed with prostate cancer. Immediately following the diagnosis, Brandon underwent life-saving surgery; performed by U of M physician James E. Montie, M.D., and pledged to support prostate cancer research. Now, Brandon leads efforts surrounding the Michigan Men’s Football Experience , an annual event raising funds for the “Men of Michigan” Prostate Cancer Research Fund.
3
Blue Cross Blue Shield of Michigan is a nonprofit corporation and independent licensee of the Blue Cross and Blue Shield Association. PRSSA MOVEMBER COLLEGIATE CAMPAIGN OCTOBER 2013 – DECEMBER 2013
“I have been blessed that several men have made a significant, positive impact on my life,” said Brandon. “First and foremost is my dad. Among many life lessons, he taught me to work hard and do everything I can to have a positive impact on the lives of others. I also owe great thanks to my high school coaches and my college coach — the legendary Bo Schembechler. They taught me lessons about teamwork, preparation, competition, winning and playing by the rules. Another individual who has had a profound impact on my life is Dr. James Montie. Dr. Montie's skill as a doctor and surgeon cured me of prostate cancer and significantly extended my life. What better gift can one receive?”
“Dave Brandon’s story of survival and his creation of the Michigan Men’s Football Experience to support Dr. Montie’s research is an inspiration to all of us,” said Dan Loepp, president and CEO of Blue Cross Blue Shield of Michigan. “We’re proud to be a part of this very important cause that helps continue our commitment to improving men’s health in Michigan by stressing the importance of awareness, prevention and early detection.”
Brandon, along with former U of M Football Coach Lloyd Carr, created the Michigan Men’s Football Experience in 2009 to offer a program where attendees learn exactly what it’s like to be a member of the Michigan Wolverines football team. The exclusive two-day event has participants suiting up head to toe in full football equipment to experience on-field training at the big house. The Michigan Men’s Football Experience has gone on to become one of the most successful support programs for the U of M Health System Prostate Cancer Research Program, raising more than $1 million to date.
The Michigan Women's Football Academy, held annually since 1997, brings together female football fans to benefit the Patient and Family Services Program at the University of Michigan's Comprehensive Cancer Center . Participants enjoy an action-packed day filled with learning football basics, coaching, on-field training, a real scrimmage game, and skill competitions. The academy has raised nearly $2 million over the past 12 years.
According to the Centers for Disease Control , prostate cancer is the most commonly diagnosed cancer in American men, and the second-leading cause of cancer death in men, after lung cancer. Through screening and early detection, most cases can be treated if found before the cancer has spread to other parts of the body.
Individuals who enter the online sweepstakes have the opportunity to win the following prizes:
Grand Prize: An all-expense paid trip to an upcoming bowl game (one winner)
Prize package for winner and a guest includes two (2) game tickets, airfare, lodging and two (2) passes to an official, pre-game hospitality event
First Prizes: (nine winners): Michigan Men’s Football Experience (four winners)
4
Blue Cross Blue Shield of Michigan is a nonprofit corporation and independent licensee of the Blue Cross and Blue Shield Association. PRSSA MOVEMBER COLLEGIATE CAMPAIGN OCTOBER 2013 – DECEMBER 2013
A once-in-a-lifetime, two-day event where attendees become a member of the Michigan Wolverines football team, led by Michigan Football Coach Brady Hoke and his staff, along with former University of Michigan coaching legends.
Experience the Michigan tradition by participating in on-field training in offensive, defensive and special team schemes Participate in team meetings in Schembechler Hall, and review practice films Attend traditional team breakfasts, pre-game meals and a Legends Dinner with Michigan football greats Meals and overnight accommodations at the Sheraton Hotel of Ann Arbor
Michigan Women’s Football Academy (five winners):
The academy provides rare access inside Michigan football, led by Michigan coaching staff, allowing participants to learn football basics during on-field training and access to usually off-limit areas like Schembechler Hall and the Al Glick and Oosterbaan Field Houses.
A day of learning offensive and defensive skills Field practice in passing, footwork and blocking An actual scrimmage in Michigan Stadium A passing competition Film analysis session in Schembechler Hall Tours of the team locker room and museum
Registration for The Michigan Football Experience Sweepstakes presented by Blue Cross Blue Shield of Michigan and Blue Care Network is currently open, and runs through November 18, 2013. For more information on men’s health, prostate cancer and the benefits of early detection and prevention, visit AHealthierMichigan.org.
Blue Cross Blue Shield of Michigan and Blue Care Network are nonprofit corporations and independent licensees of the Blue Cross and Blue Shield Association. For more company information, visit www.bcbsm.com .
Campaign Key Messages: Each main message has a series of supporting points
Key Message #1: Cancer affects people of all genders, ages and ethnicities.
5
Blue Cross Blue Shield of Michigan is a nonprofit corporation and independent licensee of the Blue Cross and Blue Shield Association. PRSSA MOVEMBER COLLEGIATE CAMPAIGN OCTOBER 2013 – DECEMBER 2013
o All men are at risk for prostate cancer, but older men, African American men and men with a family history of prostate cancer have a higher risk. o Prostate cancer is the second most common cause of cancer death in men. o Breast cancer is the second leading cause of cancer death in women, exceeded only by lung cancer. o According to the Michigan Department of Community Health (MDCH), in 2010, 8,108 prostate cancer cases were diagnosed and of those cases there were 981 deaths in the State of Michigan. The same year, 6,918 breast cancer cases were diagnosed which led to 1,492 deaths. o MDCH also reported that of the prostate cancer cases, 256 were diagnosed in men less than 50 years old. 6,246 were of men between the ages of 50-74 and 1,669 were of men 75 and older. In the breast cancer cases, 1,408 were of women less than 50 years old. 4,097 were of women between the ages of 50-74 and 1,517 were of women 75 and older.
Key Message #2: Early detection and prevention can save lives.
o Prostate cancer is highly curable if caught early enough. According to The National Cancer Institute (NCI), men have a 100 %, five-year relative survival rate if diagnosed in the local and regional stages. The rate drops to 28% if diagnosed in the distant stage. Local stage means that there is no sign that the cancer has spread outside of the prostate. This corresponds to AJCC stages I and II. About 4 out of 5 prostate cancers are found in this early stage. Regional stage means the cancer has spread from the prostate to nearby areas. This includes stage III cancers and the stage IV cancers that haven't spread to distant parts of the body. Distant stage includes the rest of the stage IV cancers – all cancers that have spread to distant lymph nodes, bones, or other organs. o Death rates from breast cancer have been declining since about 1989. These decreases are believed to be the result of earlier detection through screening and increased awareness, as well as improved treatment. According to the National Cancer Institute (NCI), the five-year relative survival rate depending on the stage diagnosed is: Stage 0: 93% Stage I: 88% Stage IIA: 81% Stage IIB: 74% Stage IIIA: 67% Stage IIIB: 41% Stage IIIC: 49% Stage IV: 15% o You can decrease the risk of all cancers by not smoking, maintaining a healthy diet, staying physically active and seeing a doctor regularly to maintain overall good health. o The Affordable Care Act allows more people to get preventive care, which can lead to early detection and remission of terminal diseases. o BCBSM promotes healthy behaviors like daily exercise, healthy eating and having annual doctor’s visits and exams. Small steps, such as these, can dramatically improve your overall health status.
6
Blue Cross Blue Shield of Michigan is a nonprofit corporation and independent licensee of the Blue Cross and Blue Shield Association. PRSSA MOVEMBER COLLEGIATE CAMPAIGN OCTOBER 2013 – DECEMBER 2013
Key Message #3: BCBSM encourages everyone to build successful relationships with their doctors.
o Primary care and specialist physicians are coordinating care for patients as part of the Patient- Centered Medical Home (PCMH) model. This is helping to reduce gaps in care and working to make sure patients’ needs aren't across all points in the health care spectrum. o Develop an open, trusting relationship focused on early detection and prevention. o Schedule appropriate screenings at key life milestones to detect and treat any issues. Screenings allow patients to get clear diagnoses and the right care when it’s needed. o Build a health plan, complete with diet and exercise to decrease likelihood of disease.
Key Message #4: BCBSM encourages people to work with their doctor on preventive screenings and treatment plans.
o BCBSM have operated the nation’s largest PCMH designation program for the last five years. Through patient-centered medical homes, primary care physicians lead teams that proactively manage their patients’ care across health care settings – focusing on wellness, disease management and patients’ unique personal health goals. PCMH teams coordinate patients' health care, track their conditions and ensure that they receive the care they need. o BCBSM and University of Michigan researchers found that its Patient-Centered Medical Home model, when fully implemented, is associated with a 3.5 percent higher quality measure, a 5.1 percent higher preventive care measure and a $26.37 lower per member per month medical cost for adults. o Preventive care decreases the likelihood of chronic or terminal disease.
Key Message #5: BCBSM is changing the way cancer detection and treatment happens in Michigan.
o BCBSM funds and facilitates several statewide initiatives focusing on improving cancer treatment. Each initiative involves physicians and hospitals throughout the state sharing data to develop best practices that improve the way cancer is identified and treated, that reduce complications in treatment, that reduce variation in care – all of which boosts quality of care for cancer patients across Michigan. o Through the Value Partnerships program, BCBSM works with physicians and hospitals to address some of the most common and costly areas of surgical and medical care, including breast cancer. o The Michigan Breast Oncology Quality Initiative helps to examine practice patterns in surgical, radiation and medical oncology to improve breast cancer treatment and outcomes. o BCBSM’s wellness and care management program for members, BlueHealthConnection, provides a variety of resources to help members get healthy or manage illness and disease, including cancer. The program offers valuable online resources, digital health coaching and case management services to help members and their families understand complex diseases, test results and treatment options.
7
Blue Cross Blue Shield of Michigan is a nonprofit corporation and independent licensee of the Blue Cross and Blue Shield Association. PRSSA MOVEMBER COLLEGIATE CAMPAIGN OCTOBER 2013 – DECEMBER 2013
Key Message #6: Join BCBSM in helping Michigan residents understand how they can help BCBSM and its partners #kickcancer
o BCBSM is partnering with the University of Michigan to launch The Michigan Football Experience Sweepstakes . This collaborative effort is designed to increase awareness of men’s health issues, focusing on prostate cancer awareness, early detection and prevention, and U of M’s “Men of Michigan” Prostate Cancer Research Fund. o Join a team this fall and help “Make Strides” for breast cancer o Grow a moustache to help “change the face” of men’s health this Movember. o Watch Matthew Stafford, the Detroit Lions and the Parade Company partner with BCBSM to increase awareness throughout Michigan on men’s health issues. o Contribute to and learn more about cancer prevention and early detection, visit www.AHealthierMichigan.org . o Contribute to and follow the conversation on Twitter at #kickcancer
###
8
Blue Cross Blue Shield of Michigan is a nonprofit corporation and independent licensee of the Blue Cross and Blue Shield Association.