PRSSA MOVEMBER COLLEGIATE CAMPAIGN OCTOBER 2013 DECEMBER 2013

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1 CAMPAIGN OVERVIEW Blue Crss Blue Shield f Michigan (BCBSM) is Michigan s largest insurer, cvering ver 4.4 millin peple thrughut the state. As part f the Blues nging effrt t help peple live healthy lifestyles, this fall, the rganizatin is fcusing its effrts n early cancer detectin. The campaign kicked ff in late August in a partnership with the University f Michigan via the Michigan Ftball Experience Sweepstakes. The campaign has a three tiered apprach, fcusing n prstate cancer in September, breast cancer in Octber, and men s health in Nvember, aka Mvember. The gal f this campaign is t activate students arund creating awareness fr men s health in Mvember by pulling tgether a public relatins plan t supprt the bjectives utlined belw. EARLY CANCER DETECTION: MOVEMBER, CHANGING THE FACE OF MEN S HEALTH Accrding t the American Cancer Sciety, mre than ne millin peple in the United States get cancer each year. Thrughut the fall, Blue Crss Blue Shield f Michigan and Blue Care Netwrk will lead an effrt t bring mre awareness t the fight against cancer and the imprtance f early detectin thrugh an integrated cmmunicatins campaign. The Michigan Department f Cmmunity Health reprts that cancer is the secnd leading cause f death in Michigan, cntributing t significant ecnmic and scial csts. An estimated 55,660 peple in Michigan were diagnsed with cancer during 2010 and 20,740 were prjected t die frm cancer. Uninsured patients and thse frm ethnic minrities are much mre likely t be diagnsed with cancer at a later stage when treatment is mre extensive, debilitating and cstly. Over the curse f the next three mnths (Octber, Nvember, December), an integrated cmmunicatins team will be cmmunicating the imprtance f early cancer detectin and the imprtance f building a trusting relatinship with a primary care physician. Given the timeframe, the PRSSA students will fcus n the third mnth, Mvember. Every Nvember, the Mvember Fundatin encurages men t grw mustaches t raise funds and awareness fr men s health, specifically prstate cancer and ther cancers that affect men. The gal f Mvember is t change the face f men s health. The Mvember initiative will bring attentin t BCBSM s effrts t create a healthier Michigan by implementing a cnsumer educatin campaign, annuncing a call t actin fr men t get prstate cancer screenings and raise awareness n preventative effrts. 1 Blue Crss Blue Shield f Michigan is a nnprfit crpratin and independent licensee f the Blue Crss and Blue Shield Assciatin.

2 OBJECTIVES Cmmunicate the imprtance f annual screenings and encurage actual scheduling f screenings. Cmmunicate the imprtance f a patient s relatinship with their primary care physician. Cmmunicate the imprtance f early detectin fr bth the patient and their lved nes. Raise awareness by cmmunicating the risk factrs surrunding prstate cancer, breast cancer and ther health issues, such as smking, family histry and verall health. Raise awareness f hw t decrease the risk f cancers by maintaining a healthy diet, staying physically active, nt smking and seeing a primary care physician regularly. Prmte BCBSM as a resurce fr healthy living by directing users t resurces such as increasing nline traffic PARTICIPATING ORGANIZATIONS BCBSM, Public Relatins Student Sciety f America (PRSSA) natinal, Michigan clleges and universities in Michigan with active PRSSA Chapters TIMELINE OCTOBER NOVEMBER 2013: Octber 4 16: Student utreach fr campaign participatin Octber 16: Campaign Registratin Deadline Octber 17: Student campaigns begin Nvember 7: Campaign plans cmplete, and entrees submitted t PRSSA Headquarters by 5 p.m. EST Nvember 11 December 9: Campaign executin BCBSM is happy t hld infrmatinal meetings/prep sessins with participating schls during the planning phase f the campaign. DECEMBER 2013: December 10 December 13: Campaign evaluatin by BCBSM December 15: Winners annunced January 2014: Winner s lunch/dinner with winning team STUDENT GROWTH AND BENEFIT Tangible, real wrld campaign experience Ability t execute real campaign and build prtfli n an issue students and all Americans are facing Enhance and build n team skills Engage and wrk with varius publics a practitiner wuld wrk with n a campaign Opprtunity t engage with and interact with BCBSM executives and cmmunicatins leadership AWARD The team with the best campaign plan, implementatin and results, evaluated by BCBSM, will receive $500. The runner up team will receive $300 and the secnd runner up will receive $200. The winning team and their academic adviser will have the pprtunity fr a lunchen and rundtable with BCBSM PR, Advertising and Market Cmmunicatins team at the cmpany s headquarters in Detrit, Michigan. 2 Blue Crss Blue Shield f Michigan is a nnprfit crpratin and independent licensee f the Blue Crss and Blue Shield Assciatin.

3 ELIGIBILITY Must be an active PRSSA Chapter and in gd standing with PRSSA natinal Chapter Must be a paid member f cllegiate PRSSA Chapter KEY ORGANIZATIONAL CONTACTS BCBSM: Stephanie Beres, manager, external affairs; sbarn@bcbsm.cm; PRSSA Natinal: Jeneen Garcia, jeneen.garcia@prsa.rg; ABOUT BCBSM Blue Crss Blue Shield f Michigan, a nnprfit rganizatin, prvides and administers health benefits t mre than 4.4 millin members residing in Michigan in additin t members f Michigan-headquartered grups wh reside utside the state. Blue Crss Blue Shield f Michigan and Blue Care Netwrk are nnprfit crpratins and independent licensees f the Blue Crss and Blue Shield Assciatin. Fr mre cmpany infrmatin, visit bcbsm.cm. CAMPAIGN DIRECTION/SPECIFICS News release issued annuncing the campaign: Blue Crss Blue Shield f Michigan, Blue Care Netwrk and University f Michigan t stress imprtance f early cancer detectin, while giving fans a chance t win a "Michigan Ftball Experience" August 26, 2013 DETROIT Blue Crss Blue Shield f Michigan and Blue Care Netwrk are partnering with the University f Michigan t launch The Michigan Ftball Experience Sweepstakes, a fan cntest with a vital message early detectin f cancer thrugh regular visits t the dctr can lead t vastly imprved health utcmes fr thse facing the disease. The prgram launched tday and will culminate at the Michigan Wlverines Nvember 30 th game against Ohi State. One winner will receive a trip fr tw t attend the Michigan Wlverines next bwl game. Fur additinal winners will receive an pprtunity t participate in the Michigan Men s Ftball Experience, and anther five winners will have the pprtunity t attend the Michigan Wmen s Ftball Academy. This cllabrative effrt is designed t increase awareness f men s health issues, fcusing n prstate cancer awareness, early detectin and preventin, and U f M s Men f Michigan Prstate Cancer Research Fund. In 2002, while CEO f Dmin s Pizza, Dave Brandn, U f M athletic directr and frmer ftball player under B Schembechler, was diagnsed with prstate cancer. Immediately fllwing the diagnsis, Brandn underwent life-saving surgery; perfrmed by U f M physician James E. Mntie, M.D., and pledged t supprt prstate cancer research. Nw, Brandn leads effrts surrunding the Michigan Men s Ftball Experience, an annual event raising funds fr the Men f Michigan Prstate Cancer Research Fund. 3 Blue Crss Blue Shield f Michigan is a nnprfit crpratin and independent licensee f the Blue Crss and Blue Shield Assciatin.

4 I have been blessed that several men have made a significant, psitive impact n my life, said Brandn. First and fremst is my dad. Amng many life lessns, he taught me t wrk hard and d everything I can t have a psitive impact n the lives f thers. I als we great thanks t my high schl caches and my cllege cach the legendary B Schembechler. They taught me lessns abut teamwrk, preparatin, cmpetitin, winning and playing by the rules. Anther individual wh has had a prfund impact n my life is Dr. James Mntie. Dr. Mntie's skill as a dctr and surgen cured me f prstate cancer and significantly extended my life. What better gift can ne receive? Dave Brandn s stry f survival and his creatin f the Michigan Men s Ftball Experience t supprt Dr. Mntie s research is an inspiratin t all f us, said Dan Lepp, president and CEO f Blue Crss Blue Shield f Michigan. We re prud t be a part f this very imprtant cause that helps cntinue ur cmmitment t imprving men s health in Michigan by stressing the imprtance f awareness, preventin and early detectin. Brandn, alng with frmer U f M Ftball Cach Llyd Carr, created the Michigan Men s Ftball Experience in 2009 t ffer a prgram where attendees learn exactly what it s like t be a member f the Michigan Wlverines ftball team. The exclusive tw-day event has participants suiting up head t te in full ftball equipment t experience n-field training at the big huse. The Michigan Men s Ftball Experience has gne n t becme ne f the mst successful supprt prgrams fr the U f M Health System Prstate Cancer Research Prgram, raising mre than $1 millin t date. The Michigan Wmen's Ftball Academy, held annually since 1997, brings tgether female ftball fans t benefit the Patient and Family Services Prgram at the University f Michigan's Cmprehensive Cancer Center. Participants enjy an actin-packed day filled with learning ftball basics, caching, n-field training, a real scrimmage game, and skill cmpetitins. The academy has raised nearly $2 millin ver the past 12 years. Accrding t the Centers fr Disease Cntrl, prstate cancer is the mst cmmnly diagnsed cancer in American men, and the secnd-leading cause f cancer death in men, after lung cancer. Thrugh screening and early detectin, mst cases can be treated if fund befre the cancer has spread t ther parts f the bdy. Individuals wh enter the nline sweepstakes have the pprtunity t win the fllwing prizes: Grand Prize: An all-expense paid trip t an upcming bwl game (ne winner) Prize package fr winner and a guest includes tw (2) game tickets, airfare, ldging and tw (2) passes t an fficial, pre-game hspitality event First Prizes: (nine winners): Michigan Men s Ftball Experience (fur winners) 4 Blue Crss Blue Shield f Michigan is a nnprfit crpratin and independent licensee f the Blue Crss and Blue Shield Assciatin.

5 A nce-in-a-lifetime, tw-day event where attendees becme a member f the Michigan Wlverines ftball team, led by Michigan Ftball Cach Brady Hke and his staff, alng with frmer University f Michigan caching legends. Experience the Michigan traditin by participating in n-field training in ffensive, defensive and special team schemes Participate in team meetings in Schembechler Hall, and review practice films Attend traditinal team breakfasts, pre-game meals and a Legends Dinner with Michigan ftball greats Meals and vernight accmmdatins at the Sheratn Htel f Ann Arbr Michigan Wmen s Ftball Academy (five winners): The academy prvides rare access inside Michigan ftball, led by Michigan caching staff, allwing participants t learn ftball basics during n-field training and access t usually ff-limit areas like Schembechler Hall and the Al Glick and Osterbaan Field Huses. A day f learning ffensive and defensive skills Field practice in passing, ftwrk and blcking An actual scrimmage in Michigan Stadium A passing cmpetitin Film analysis sessin in Schembechler Hall Turs f the team lcker rm and museum Registratin fr The Michigan Ftball Experience Sweepstakes presented by Blue Crss Blue Shield f Michigan and Blue Care Netwrk is currently pen, and runs thrugh Nvember 18, Fr mre infrmatin n men s health, prstate cancer and the benefits f early detectin and preventin, visit AHealthierMichigan.rg. Blue Crss Blue Shield f Michigan and Blue Care Netwrk are nnprfit crpratins and independent licensees f the Blue Crss and Blue Shield Assciatin. Fr mre cmpany infrmatin, visit Campaign Key Messages: Each main message has a series f supprting pints Key Message #1: Cancer affects peple f all genders, ages and ethnicities. 5 Blue Crss Blue Shield f Michigan is a nnprfit crpratin and independent licensee f the Blue Crss and Blue Shield Assciatin.

6 All men are at risk fr prstate cancer, but lder men, African American men and men with a family histry f prstate cancer have a higher risk. Prstate cancer is the secnd mst cmmn cause f cancer death in men. Breast cancer is the secnd leading cause f cancer death in wmen, exceeded nly by lung cancer. Accrding t the Michigan Department f Cmmunity Health (MDCH), in 2010, 8,108 prstate cancer cases were diagnsed and f thse cases there were 981 deaths in the State f Michigan. The same year, 6,918 breast cancer cases were diagnsed which led t 1,492 deaths. MDCH als reprted that f the prstate cancer cases, 256 were diagnsed in men less than 50 years ld. 6,246 were f men between the ages f and 1,669 were f men 75 and lder. In the breast cancer cases, 1,408 were f wmen less than 50 years ld. 4,097 were f wmen between the ages f and 1,517 were f wmen 75 and lder. Key Message #2: Early detectin and preventin can save lives. Prstate cancer is highly curable if caught early enugh. Accrding t The Natinal Cancer Institute (NCI), men have a 100 %, five-year relative survival rate if diagnsed in the lcal and reginal stages. The rate drps t 28% if diagnsed in the distant stage. Lcal stage means that there is n sign that the cancer has spread utside f the prstate. This crrespnds t AJCC stages I and II. Abut 4 ut f 5 prstate cancers are fund in this early stage. Reginal stage means the cancer has spread frm the prstate t nearby areas. This includes stage III cancers and the stage IV cancers that haven't spread t distant parts f the bdy. Distant stage includes the rest f the stage IV cancers all cancers that have spread t distant lymph ndes, bnes, r ther rgans. Death rates frm breast cancer have been declining since abut These decreases are believed t be the result f earlier detectin thrugh screening and increased awareness, as well as imprved treatment. Accrding t the Natinal Cancer Institute (NCI), the five-year relative survival rate depending n the stage diagnsed 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% Yu can decrease the risk f all cancers by nt smking, maintaining a healthy diet, staying physically active and seeing a dctr regularly t maintain verall gd health. The Affrdable Care Act allws mre peple t get preventive care, which can lead t early detectin and remissin f terminal diseases. BCBSM prmtes healthy behavirs like daily exercise, healthy eating and having annual dctr s visits and exams. Small steps, such as these, can dramatically imprve yur verall health status. 6 Blue Crss Blue Shield f Michigan is a nnprfit crpratin and independent licensee f the Blue Crss and Blue Shield Assciatin.

7 Key Message #3: BCBSM encurages everyne t build successful relatinships with their dctrs. Primary care and specialist physicians are crdinating care fr patients as part f the Patient- Centered Medical Hme (PCMH) mdel. This is helping t reduce gaps in care and wrking t make sure patients needs aren't acrss all pints in the health care spectrum. Develp an pen, trusting relatinship fcused n early detectin and preventin. Schedule apprpriate screenings at key life milestnes t detect and treat any issues. Screenings allw patients t get clear diagnses and the right care when it s needed. Build a health plan, cmplete with diet and exercise t decrease likelihd f disease. Key Message #4: BCBSM encurages peple t wrk with their dctr n preventive screenings and treatment plans. BCBSM have perated the natin s largest PCMH designatin prgram fr the last five years. Thrugh patient-centered medical hmes, primary care physicians lead teams that practively manage their patients care acrss health care settings fcusing n wellness, disease management and patients unique persnal health gals. PCMH teams crdinate patients' health care, track their cnditins and ensure that they receive the care they need. BCBSM and University f Michigan researchers fund that its Patient-Centered Medical Hme mdel, when fully implemented, is assciated with a 3.5 percent higher quality measure, a 5.1 percent higher preventive care measure and a $26.37 lwer per member per mnth medical cst fr adults. Preventive care decreases the likelihd f chrnic r terminal disease. Key Message #5: BCBSM is changing the way cancer detectin and treatment happens in Michigan. BCBSM funds and facilitates several statewide initiatives fcusing n imprving cancer treatment. Each initiative invlves physicians and hspitals thrughut the state sharing data t develp best practices that imprve the way cancer is identified and treated, that reduce cmplicatins in treatment, that reduce variatin in care all f which bsts quality f care fr cancer patients acrss Michigan. Thrugh the Value Partnerships prgram, BCBSM wrks with physicians and hspitals t address sme f the mst cmmn and cstly areas f surgical and medical care, including breast cancer. The Michigan Breast Onclgy Quality Initiative helps t examine practice patterns in surgical, radiatin and medical nclgy t imprve breast cancer treatment and utcmes. BCBSM s wellness and care management prgram fr members, BlueHealthCnnectin, prvides a variety f resurces t help members get healthy r manage illness and disease, including cancer. The prgram ffers valuable nline resurces, digital health caching and case management services t help members and their families understand cmplex diseases, test results and treatment ptins. 7 Blue Crss Blue Shield f Michigan is a nnprfit crpratin and independent licensee f the Blue Crss and Blue Shield Assciatin.

8 Key Message #6: Jin BCBSM in helping Michigan residents understand hw they can help BCBSM and its partners #kickcancer BCBSM is partnering with the University f Michigan t launch The Michigan Ftball Experience Sweepstakes. This cllabrative effrt is designed t increase awareness f men s health issues, fcusing n prstate cancer awareness, early detectin and preventin, and U f M s Men f Michigan Prstate Cancer Research Fund. Jin a team this fall and help Make Strides fr breast cancer Grw a mustache t help change the face f men s health this Mvember. Watch Matthew Staffrd, the Detrit Lins and the Parade Cmpany partner with BCBSM t increase awareness thrughut Michigan n men s health issues. Cntribute t and learn mre abut cancer preventin and early detectin, visit Cntribute t and fllw the cnversatin n Twitter at #kickcancer ### 8 Blue Crss Blue Shield f Michigan is a nnprfit crpratin and independent licensee f the Blue Crss and Blue Shield Assciatin.