Final Plansbook

“IT PAINS ME TO SAY”

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EXECUTIVE SUMMARY

LIST OF FIGURES & TABLES

MEET THE TEAM

PROBLEM DEFINITION

SITUATION ANALYSIS

SWOT

STRATEGIC PLAN

CREATIVE

TIMETABLE

MEDIA PLAN

BUDGET

EVALUATION PLAN

ADDENDUM

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TABLE OF CONTENTS

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EXECUTIVESUMMARY

REAL TALK is not just words, but expression: pictures, music, body language and poetry. Real talk is not about what it is easy to say, but what it pains you to say, and Kansas City wants to talk about chronic pain. People are ready and willing to show what it feels like and how it affects their lives. All you have to do is give them the tools.

This campaign will define chronic pain for the Kansas City public, promote fluid expression of its effects on those experiencing it, battle against misconceptions associated with those who live with chronic pain, and motivate chronic pain warriors to fight for themselves in a dynamic political landscape.

This campaign uses Kansas City as a canvas for its already thriving creative population. It will brand September as Chronic Pain Awareness Month, with you as its architect. The artists are already present, full of stories of loved ones and their own to tell. By giving them the microphone, the ink, the instruments and the power, your audience will create the message of this campaign all on their own.

This team has developed a complete plan according to your goals and resources. “It Pains Me to Say” is the name of this campaign, branding the rise of Chronic Pain Awareness Month as serious, engaging and motivating. All plans and materials presented are adaptable, sustainable and ready to be exercised. By hosting large hands-on art events at popular venues in Kansas City, you will make chronic pain a subject of real, creative expression that will change the way your audience views and talks about what it pains them to say.

“IT PAINS ME TO SAY”

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FIGURES &TABLES ART IN THE PARK NEWSPAPER AD

YOGA IN THE PARK NEWSPAPER AD

“HAVE A SEAT” JAZZ NIGHT NEWSPAPER AD

FLYER

TSHIRT

HANDBILL

RSVP

SWOT

TIMETABLE OF EVENTS

BUDGET

CONTACT INFORMATION

CHARTS VISUALS

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MEET THE TEAM

PLANSBOOK DESIGNED BY: Anna-Therese Fowler

MEGAN BROCK

GABRIEL GARDI

JORDAN DETERS

HARRISON HIPP

ALYSSA DREIS

MEGAN MCCARTHY

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PROBLEMDEFINITION

The goals of this campaign target two audiences: those who live with chronic pain (chronic pain warriors)

and the general public in the Kansas City metropolitan area.

KC

The fourth goal of this campaign aims to empower and motivate those who live withchronic pain to advocate for themselves in clinical situations and policy discussions. Survey results showed that over 40 percent of respondents with chronic pain feel that their doctors do not understand the extent of their chronic pain. Medical professionals and policy leaders are significant audiences involved in the success of this goal and will be targeted indirectly through the motivation and empowerment of chronic pain patients and constituents. The last event in this campaign is VIP for chronic pain warriors who will celebrate their strength and share their stories at an upscale venue in the Crossroads Arts District.

The third goal of this campaign is to dispel myths associated with those experiencing chronic pain. According to our survey, many participants associated chronic pain with drug abuse. These myths will be dispelled by media attention this campaign will provide and promote toward chronic pain warriors’ artistic expression of their realities.

The second goal is to articulate the burden of pain for those who struggle to live with the disease. Based off survey responses, we found that participants feel that chronic pain places a strong burden on their lives. Participants commonly used the words life-altering, debilitating and suicidal to describe the burden of their pain. To meet this goal, activities at the events will promote expression in various formats to allow those who suffer from chronic pain to express themselves. Expressive and therapeutic activities will include yoga, jazz music and canvas painting. A prominent Kansas City sports personality will also discuss chronic pain’s affect on his life and career.

The first goal of this campaign is to establish chronic pain as a chronic neurologicaldisease. Based off primary research, only 9.86% of our survey participants stronglyagreed that chronic pain was a chronic neurological disease. To meet this goal andincrease these numbers, we plan on utilizing Kansas City’s esteemed art district to hostengaging events for both target audiences. This campaign also uses digital and traditionalmedia to supplement the events and engage both target audiences throughout.

GOALS 01

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SITUATION ANALYSIS

KC

The Center for Practical Bioethics (CPB) is a non-profit organization in Kansas City, MO, that provides guidance to patients and their families through difficult health-related decisions. The Center works with healthcare professionals, policymakers and corporate leaders to promote policy change regarding healthcare ethics. The organization has also been working for over 30 years to help those suffering from chronic pain. It prides itself on proactivity, advocacy and ethical mentorship. Its qualified 14-member Board of Directors work together to advance ethical practices and policies in healthcare.

In 2011, the Institute of Medicine created a report focusing on pain in America. In response, the CPB created the PAINS Project. PAINS is comprised of professional leaders in academic societies, patient advocacy organizations, policy groups, people with pain, payers, and those in private sectors. Each of these members want the same thing: to work together towards a common vision and mission:

CLIENT INFORMATIONEthical discourse and action advance

the health and dignity of all persons.

To raise and respond to ethical issues in health and healthcare.

Respect for human dignity.

Real life. Real issues. Real time.

*ADVOCACY: Holding governmental agencies named in the IOM report accountable for acting on the report’s specific recommendations

*ENGAGEMENT: Through a health literacy campaign, engage and educate the American public, especially people struggling to live with pain, about the need to move to an integrated, bio-psychosocial model of care

*RESEARCH: Promote additional research within the biomedical and social sciences and assist in the dissemination of research.

VISION STATEMENT:

MISSION:

CORE VALUE:

MOTTO:

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PRODUCTPURPOSE

Attitude, Perception and Behavioral Change.

Change the way people living with chronic pain perceive their ability to advocate for themselves in policy discussions and clinical situations.

PLACE KC

Change the way Kansas City perceives those who live with chronic pain.

Change the way Kansas City perceives chronic pain.

20%

20%

Research shows that less than half of those surveyed believe that chronic pain is a chronic neurological disease.

Research shows that over 20 percent of people surveyed believe that people say they suffer from chronic pain to avoid day-to-day responsibilities like work, meetings, and other social engagements.

Research shows that over 20 percent of people surveyed believe that people say they suffer from chronic pain to avoid day-to-day responsibilities like work, meetings, and other social engagements.

Nearly 60 percent of those surveyed believe that chronic pain mostly affects those 55 years of age and over.

Empower and motivate chronic pain warriors to advocate for themselves. Research shows that over half of those living with chronic pain feel compelled to share their stories for the advancement of public knowledge and understanding of the subject.

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*POLITICAL: Chronic pain is an issue affected by both drug policy and perception, and will be heavily impacted by political leaders active in the November 2016 elections. Hillary Clinton made opioids as a treatment for chronic pain a significant part of her political campaign. Messages related to chronic pain will have timely influence on the audience’s political awareness as the campaign runs proximate to elections.

*SOCIAL/CULTURAL: Many living with chronic pain suffer in silence. Pain responses are often divided into two social categories: stoic and expressive. According to writer Marcia Carteret, Americans typically express pain stoically, meaning they are less expressive when describing their pain. The negative social and cultural stigma related to the usage of opiates is an issue that dominates conversation about chronic pain.

*ECONOMIC: Health economists report the annual cost of chronic pain in the United States is as high as $635 billion a year, which is more than the yearly costs for cancer, heart disease and diabetes. From treatment costs to losses of workplace productivity, chronic pain is a costly burden on modern society.

ENVIRONMENT

1 Carteret, Marcia. “Cultural Aspects of Pain Management.” Dimensions of Culture. Web. 09 Feb. 2016.2 "American Chronic Pain Association." - Home. N.p., n.d. Web. 09 Feb. 2016.

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Parents of Opioid Overdose Victims are direct competitors for those seeking to change perception and attitudes towards chronic pain and those who live with it. These parents advocate for change in the pharmaceutical industry as well as lobby and work toward stricter drug enforcement laws that will directly impact the treatments chronic pain patients receive. By equating chronic pain with opioid abuse, this competitor’s messages combat a positive perception of the disease’s reality.

Pharmaceutical companies are also direct competitors for those looking to change perceptions of chronic pain. Pharmaceutical companies directly benefit from the prescription of opioids. An estimated 254 million opioid prescriptions were filled in 2010, which was enough to provide medication to every adult in the United States. In that same year, pharmaceutical companies generated revenues of $11 billion from opioid sales. (“The Role of Pharmaceutical Companies in the Opioid Epidemic.” Opioid Addiction. Addiction.com, n.d.

Web. 16 Feb. 2016.).

Lobbyist Groups recruited by pharmaceutical companies are indirect competition. Many of these pharmaceutical companies use lobbyists to encourage opioid prescription. The public sees these lobbyist groups and the pharmaceutical companies they represent as money-hungry. This creates negative perception of opioid prescription, and therefore the reality of chronic pain as a disease overall.

The Center for Disease Control has recently reimagined guidelines for stricter opioid prescribing practices due to drug policy pressures. The CDC’s recommendations concerning opioid prescription practices are influenced by governmental policy, which may compete with the CPB’s mission. Similar to the American Academy of Pain Medicine, the CDC is focused on opioid abuse and treatment as opposed to chronic pain issues.

COMPETITIONADULTS LIVING WITH CHRONIC PAINAbout 100 million adults are affected by chronic pain (IOM). Chronic pain comes in several different forms. Audience members could be suffering from a wide range of forms, some of which include: headaches, arthritis, trauma and fibromyalgia. Reaching out to individuals in this category is essential to achieve the campaign’s goal to empower and motivate those suffering with chronic pain. These audience members fall under all age ranges, professional backgrounds and ethnicities.

OTHERS AFFECTEDOther individuals who are affected by chronic pain include the family members and friends of those living with chronic pain. These audience members also fall under all age ranges and ethnicities. Over 70 percent of those living with chronic pain believe their disease directly impacts their relationships with their family and friends.

POPULATION UNEDUCATED ABOUT CHRONIC PAINAlthough so many adults suffer from chronic pain, there is still a largely uneducated audience unaware of the disease and its effects. Only 14% of survey respondents strongly agreed that chronic pain is a chronic neurological disease. Those who do not know that they may be affected by chronic pain in some way, or those who do not understand the issue and how it affects others, must also be targeted in order to achieve the campaign’s goals.

POLICY MAKERS AND HEALTH CARE PROFESSIONALSMedical professionals and policy leaders are two significant audiences involved in the success of the fourth goal of this campaign and will be targeted indirectly through the motivation and empowerment of chronic pain patients and constituents to reach out to them.

AUDIENCE

10 Million

70%

14%

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SWOT ANALYSIS S W O T

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

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PAINS Project already exists.

Relationship with chronic pain patients already established.

Community support.

Access to medical professional.

Online presence already established.

The CPB has been an active advocacy presence in the health field on a national level for more than thirty years.

Location in downtown KC.

The CPB has conducted extensive primary and secondary research on chronic pain.

Limited resources.

Online presence needs improvement in reach and engagement with chronic pain patients.

Other media presences need improvement in frequency & quality.

Lack of support group involving those who do not directly suffer from chronic pain.

STRENGTHS WEAKNESSES01 01

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Pain Awareness Month already exists.

Because Pain Awareness Month comes before Breast Cancer Awareness month, the audience has yet to give all attention to another health cause.

The topic of chronic pain awareness has gained public interest recently with the year of the general election.

There is a large number of chronic pain patients in the U.S.

Chronic patients will be their own advocates.

Creating a “chronic pain advocacy group” of non-sufferers.

Political campaigns exist that may draw attention toward chronic pain awareness.

Kansas City area was rated one of the country’s top art’s hotspots.

Competing health campaigns.

Advocates of opioid access restriction who are motivated by personal tragedy.

Public agenda.

Media agenda.

Noise from election campaigns.

Other competing “awareness months” in September.

Discussions about opiates are highlighted.

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STRENGTHSPAINS Projects- Following the IOM report focusing on chronic pain, the CPB created the Pain Action Alliance to Implement a National Strategy (PAINS) Project. The PAINS leadership committee is comprised of leaders among professional societies, patient advocacy organizations, policy groups, people with pain, payers, and those in private sectors. The PAINS vision is inclusive and relatable - “All Americans who struggle to live with pain, notably those with chronic pain, will have access to integrative pain care consistent with their goals and values.”

CPB’s relationship with chronic pain patients is already established. Many people struggling with chronic pain in the Kansas City metropolitan area are aware of the CPB and the services they provide. From narrative videos featuring chronic pain patients to “impact stories” found on the CPB’s website, it is apparent that most chronic patients are familiar and comfortable with the CPB.

Community support doesn’t end with those suffering from chronic pain. Many other businesses and individuals support the CPB both monetarily and vocally. A list on the CPB’s website includes the businesses and people who support the center in large ways. This list is large and varies from large corporations to single people. The support from the community is vital to the non-profit organization that works to help those struggling with chronic pain.

The CPB has extensive access to medical professionals. These medical professionals will help establish chronic pain as a neurological disease because of their credentials. More importantly, they will be able to help articulate the burden of pain for those who struggle to live with the disease.

The CPB has an online presence already established. The center has both a Facebook page and a Twitter. The CPB also has a website that includes history information, contact information and some testimonials. The CPB also has a blog, “Practical Bioethics,” that has been active since June of 2008. The blog includes personal stories, articles from professionals and other information regarding chronic pain and the CPB.

The CPB has been an active advocacy presence in the health field on a national level for more than thirty years.

30+ YRS

WEAKNESSESThe CPB is limited by resources. As a non-profit organization it is limited by funding. This can put a limit on several different areas of the organization.

A weakness of the CPB is its online presence. Although the CPB has an established online presence, it could be strengthened. Its Facebook page has 5,839 likes and its Twitter, @PracBioethics, has 2,430 followers--small numbers in comparison with Kansas City’s 467,000 population.

The CPB is also limited in other media presences. It is not as well-known or recognized by chronic pain patients because of this lack in media presence. It does not have the PR resources that are could boost its presence in publications, talk shows, news media, or other outlets as frequently as they could be. The media in which the CPB could expand its presence includes: TV, Radio, OOH, Print and Mail items. With limited coverage, it is hard for the organization to rally support, promote understanding and educate chronic pain patients.

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OPPORTUNITIESPain Awareness Month already exists. September was first declared Pain Awareness Month in 2001, when the American Chronic Pain Association (ACPA) created it. Throughout the month of September, various organizations work together to raise awareness on the issue of chronic pain. According to the ACPA, the key to raising awareness is community involvement (American Chronic Pain Association).

Because Pain Awareness Month comes before Breast Cancer Awareness month, the audience has yet to give all attention to another health cause, having a head start could possibly capture attention before it is captured in time by another campaign.

There is a very large number of chronic pain patients in the U.S.: 1 in 3 Americans, putting those in the Kansas City area at around 40,000. The large numbers of those suffering from chronic pain have the opportunity to unify and go public with their stories. This could aid in raising awareness to the public by personalizing the issue of chronic pain.

Chronic Pain as a health topic has gained public interest, especially with an election year. Chronic pain has made its way into the presidential debates, therefore reaching a very large audience.

Because Kansas City houses major sports teams, and one of them recently won the World Series, there is potential for spokesman/woman leadership with a personal stake in the topic. The use of a spokesman/woman would help engage a much larger audience because of the recent events.

The Kansas City area was rated one of the country’s top arts hotspot according to kansascity.com. The Crossroads Arts District is a great venue to engage those living with chronic pain and the general public.

KC

THREATSThe calendar is full of other health awareness campaigns that already receive a high following every year, such as Breast Cancer Awareness Month in October, American Heart Month in February, Alcohol Awareness Month in April, and so on (National Health Observances).

The compelling stories and motivations of those who have experienced the loss of another due to drug abuse are strong and do not pause for sympathy that works against or does not properly align with their mission: to eliminate drugs such as opioid painkillers from the market completely.

Drug abuse awareness and intervention is in the forefront of political agenda currently, and because death from drug overdose is more urgent in the nation’s growing interests, chronic pain awareness tends to be put on the back-burner. On February 2, 2016, The White House reported that Obama proposed $1.1 billion in funding to expand access to prescription drug and heroin abuse treatment (The White House.)

The media consequently follows this public agenda because it is what is newsworthy, timely and considered relevant to Americans. Because watching the news is America’s way of getting in touch with surrounding realities, it is what is in the media that is typically on Americans’ minds.

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STRAGETIC PLAN

GOAL SUMMARYESTABLISH CHRONIC PAIN AS A CHRONIC NEUROLOGICAL DISEASE.

ARTICULATE THE BURDEN OF PAIN FOR THOSE WHO STRUGGLE TO LIVE WITH THE DISEASE.

EMPOWER AND MOTIVATE THOSE WHO LIVE WITH CHRONIC PAIN TO ADVOCATE FOR THEMSELVES IN CLINICAL SITUATIONS AND POLICY DISCUSSIONS.

DISPEL MYTHS ASSOCIATED WITH THOSE EXPERIENCING CHRONIC PAIN: THEY ARE WEAK, LAZY, DRUG SEEKERS, AND CRAZY.

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(GOAL 01) > Primary data showed that forty-one percent of respondents belonging to the general public audience perceive chronic pain as a chronological disease. The remaining fifty-eight percent who answered the question were neutral or disagreed with its status as a disease. We aim to improve awareness of its status as a disease among the general public by one hundred percent, leaving eighty-two percent of the target audience aware of chronic pain’s status as a disease.

OBJECTIVESIncrease the Kansas City general public’s awareness about chronic pain as a disease by targeting a one hundred percent increase in their awareness by December of 2016.

01(GOAL 02) > Primary data showed that sixty-two percent of respondents know someone who suffers from chronic pain; leaving the other thirty-eight percent without any personal connection to the effects the disease (or unsure of its existence among people they know) has on those living with it. We propose a sixty percent increase in the public’s awareness, leaving ninety-nine percent of the target aware of the disease and its effects, with 1 percent accounted for as unreachable by chosen messaging channels or by other unforeseen circumstances.

Increase the KC general public’s awareness of the burden chronic pain places on the lives of those who suffer from the disease by targeting a sixty percent increase in their awareness by December of 2016.

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(GOAL 03) > Forty-two percent of respondents belonging to the general population in primary research data were neutral, agreed, or strongly agreed that chronic pain is used as an excuse to avoid day-to-day responsibilities such as work, meetings and other social engagements. We aim to decrease this attitude among the general population by a significant amount of at least fifty percent.

OBJECTIVESDecrease negative associations the KC general public makes between chronic pain patients and their conditions by targeting a significant decrease in negative associations by December of 2016.

03(GOAL 04) > Thirty-three percent of chronic pain patients in primary research data said that they believe their doctor understands the extent of their chronic pain. We aim to increase the audience’s awareness of their ability to consult with their physician by one hundred and fifty percent, bringing that eighty-two percent will feel that their doctor understands all facets of their condition. 1 percent of the population will be accounted for as unreachable by chosen messaging channels or by other unforeseen circumstances.

Increase KC chronic pain patients’ awareness of self-advocacy opportunities in clinical situations by targeting a one hundred fifty percent increase in awareness by December of 2016.

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STRATEGIESHost a temporary mural “stunt.” Hang a painted tarp depicting chronic pain as a temporary mural in downtown Kansas City to increase awareness of chronic pain. (Objective 01)

Purchase radio spots for advertisements including chronic pain patients’ testimonials about what living with chronic pain is like. They will use the slogan “It Pains Me to Say” to articulate the burden of chronic pain. Broadcast on KPR, KJHK, and The Bridge 90.9, 96.5 The Buzz, KCMO 710 and KKFI 90.1 Community Radio. Include a variety of ages, professions, ethnicities and languages. (Objective 01 + 03)

Purchase radio spots to promote self-advocacy by explaining the options chronic pain patients have in clinical situations to speak up. Broadcast on KPR, KJHK, and The Bridge 90.9, 96.5 The Buzz, KCMO 710 and KKFI 90.1 Community Radio. (Objective 04)

Purchase TV spots for advertisements with CPB chronic pain support group testimonials about daily life with chronic pain (“It Pains Me to Say”). PSAs will be aired at times of peak viewership in the evenings, most frequently during September. Broadcast on WDAF, KCTV, KSHB and KMBC. (Objective 01 + 02)

Purchase TV spots for advertisements including chronic pain patients’ testimonials about what living with chronic pain is like. Broadcast on KMBC, FOX4 KC and KCTV. Include a variety of ages, professions, ethnicities and languages. (Objective 03)

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Pitch news releases about planned community events to local TV media outlets, including WDAF, KCTV, KSHB and KMBC as well as print media, including the Kansas City Star, Kansas City Sun Tribute, The Pitch, Kansas City Business Journal and the Kansas City Kansan. (Objective 01 + 02)

Purchase newspaper advertisement spots to promote public events surrounding chronic pain, including: Art in the Park, Yoga in the Park, and “Have a Seat” Jazz night. Print the advertisements in the Kansas City Star, Kansas City Sun Tribute, The Pitch, Kansas City Business Journal and the Kansas City Kansan. (Objective 01 + 02)

Use memorabilia including t-shirts, event flyers, direct mail RSVP cards and handbills to advertise Art in the Park, Yoga in the Park, “Have a Seat” Jazz night and the Gallery Event. (Objective 01 + 03)

Use social media to promote community events and engage viewers during the events. Use different platforms to keep attention after the events are over as well. (Objective 01)

Hire a photographer to capture moments at each event and compile photos to host as a slideshow during the final gallery event. (Objective 01 + 02 + 03 + 04)

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Publish an “Events” tab between August-September on the CPB website with individual event information and RSVP forms. (Objective 01 + 02 + 03 + 04)

Host a gallery show at the Crossroads Art District. Display artwork created by those living with chronic pain at “Art in the Park.” Invite both the general public and those living with chronic pain to the event in order to foster communication and understanding. (Objective 01 + 02 + 04)

Host a free yoga session at the Liberty Memorial North lawn. Recruit a professional yoga instructor to guide participants in beginner-level moves alongside calming music. Stress routines that can help alleviate pain in certain areas of the body, and hand out keepsake T-shirts and upcoming event schedule flyers. (Objective 01 + 02 + 03 + 04)

Host an art in the park event at Nelson-Atkins Art Museum. Recruit a local athlete as a guest speaker for the attendees. Host various activities including painting and animal interaction. Guests will also be provided with lunch and refreshments throughout the event, as well as be gifted with a t-shirt. (Objective 01 + 02 + 03 + 04)

Host a “Have a Seat” evening of jazz free to the public at the Green Lady Lounge in the Crossroads Arts District of Kansas City. Guests will enjoy a comfortable, less chaotic alternative to traditional live music settings. (Objective 01 + 02 + 03)

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Accompany the art events with live digital media advertising materials, including social media live tweets with information about chronic pain, Q&A with the audience, and a call to action to with a link to visit the CPB website. (Objective 02)

Integrate information from television and radio ads into client social media account activity surrounding each medium’s air and print time. (Objective 04)

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The campaign will be active between August and October of 2016, and will be evaluated for sustainability.

Messaging will begin in August, increasing in frequency and saturation in September and ending before election time in November.

The campaign will be evaluated for continued use of September as a strong advocacy period, pushing Chronic Pain Awareness Month as a brand too.

FURTHER INFORMATION:

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CREATIVEOBJECTIVE

Increase the Kansas City general public’s awareness about chronic pain as a disease by targeting a one hundred percent increase in their awareness by December of 2016.

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TACTIC 1.1.1: Temporary Mural Stunt

Location: Downtown Kansas City Mural by Power and Light.

Art: Painted by local artist Ronda Barber on tarp.

Contact: Ronda Barber: [email protected]

Crossroads Arts District: 816-994-7313

Kansas City Arts Commission: 816-513-3422

Action: Tarp will be hung over mural as “temporary mural” during the first week in September as a kick off to the month’s activities.

TACTIC 1.2.1: Radio Ad 1: “It Pains Me to Say” - Annex 1, page #

Outlet(s): KPR, KJHK, The Bridge 90.9, 96.5 The Buzz, KCMO 710 &

Air-Time(s): 7:30 a.m. - 8:30 a.m., 11:30 a.m. - 12:30 p.m. & 5p.m. - 6p.m.

Air-Date(s): Throughout July, August and September.

Length: 30-second spot.

Message: Use a testimonial style appeal to emotions. Use a person-al story from a chronic pain patient that will inform listeners about “a day in the life.” Have actors use the slogan “It Pains Me To Say” when sharing their stories.

Actor(s): Various chronic pain patients of all ages and backgrounds.

Tone: Serious and informative.

KKFI.

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TACTIC 1.3.1: TV Ad 1: ”It Pains Me to Say” - Annex 2, page #

Outlet(s): WDAF, KCTV, KSHB & KMBC.

Air-Time(s): 5 p.m. - 7 p.m.

Air-Date(s): 8/5, 8/8, 8/19, 8/22, 9/5, 9/12, 9/23 & 9/30.

Length: 1 minute.

Message: Use a testimonial style appeal to emotions. Use a personal story from a chronic pain patient that will inform listeners about “a day in the life.” Have actor use the slogan “It Pains Me To Say” when sharing their story. At the end of the commercial, advertise the “Art in the Park” event in September.


Actor(s): Teresa Perry.

Contact: (816)-349-8952

Email: [email protected]

TACTIC 1.5.1: Newspaper Advertisements - Annex 4, page #

Outlet(s): Print in the KC Star, Kansas City Sun Tribute and the Kansas City Kansan.

Length: ½ page.

Air-Time(s): Month of September.

Content: Use promotional advertisements to highlight events: Art in the Park, Yoga in the Park, “Have a Seat” Jazz Night.

TACTIC 1.4.1: News Releases - Annex 3, page #

Outlet(s): WDAF, KCTV, KSHB and KMBC, Kansas City Star, Kansas City Sun Tribute, The Pitch, Kansas City Business Journal and the Kansas City Kansan.

Air-Date(s): Round 1- 7/6, Round 2 - 7/27, Round 3 - 8/24, Round 4 -9/7 & Round 5 - 9/28.

Purpose: Inform the general public about planned events: Art in the Park, Yoga in the Park, “Have a Seat” Jazz Night & the Gallery Show.

Tone: Informative, welcoming.

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ART IN THE PARK NEWSPAPER ADSize: 1/12 Page V- KC STAR

YOGA IN THE PARK NEWSPAPER ADSize: 1/12 Page H- KC STAR

“HAVE A SEAT” JAZZ NIGHT NEWSPAPER ADSize: 1/12 Page H- KC STAR

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TACTIC 1.6.1: Promotional Merchandise - Annex 5, page #

Items: T-shirts, event flyers, RSVP mailers, “Did you know” handbills, yoga mats

Design: Incorporate the color purple into each item, as well as interactive elements associated with the campaign such as #ItPainsMeToSay and expressive, colorful artwork incorporated into each design. T-shirt will have a unique and eye-catching design on the front, branded with Chronic Pain #ItPainsMeToSay Awareness Month elements: purple, artistic design, and an event schedule on the back with all #ItPainsMeToSay event names and dates.

Quantities: 600 T-shirts, with 200 each of sizes small, medium and large. 500 handbills, 1,000 event flyers and 500 RSVP mailers.Dispense Locations: All CPB-hosted campaign events (yoga mats only at Yoga in the Park), local community bulletins in downtown KC area and crossroads district, existing CPB direct-mail list, including affluent local policy leaders and health professionals.

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September

September is Chronic Pain Awareness Month. Supporting the cause is easy: have some fun! To learn more about what’s happening in Kansas City this September, visit practicalbioethics.org.

FUN

Art in the Park

yoga in the Park

“Have a seat” jazz night

gallery show

We’ll bring the canvas, you bring your friends! Enjoy a relaxing afternoon on the beautiful Nelson-Atkins lawn, enjoy snacks and refreshments, and create your own painting to take home. Guest speaker Danny Duffy will host a talk about what chronic pain means and how it affects his life, as well as many others’ in Kansas City and around the nation.

Unwind with local yoga instructors from Sunshine Yoga at Liberty Memorial. For all skill levels. Instructors will provide pain-and stress-relieving moves and tips to balance body and mind alongside meditative music. throughout the routine to set a calming mood. Attendees leave with their own complementary yoga mat!

Enjoy Jazz tunes and refreshments at the Green Lady Lounge in downtown Kansas City. Musical guest Molly Hammer will perform. Night owls are welcome, as the event will run until midnight.

A chance for local chronic pain heroes to show their work during an elegant evening at the Cashew at the Crossroads district in downtown Kansas City. Original artwork submitted by those who have or have experienced chronic pain will be on display for viewing, followed by a reception and ceremonial speech by leaders of the Chronic Pain Awareness Month movement.

SEP

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rsvp at practicalbioethics.org

FLYER TSHIRT DESIGN

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“DID YOU KNOW” HANDBILL DESIGNFront

“DID YOU KNOW” HANDBILL DESIGNBack

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RSVP MAILER TACTIC 1.7.1: Social media - Annex 6, page #

Outlet(s): Twitter, Facebook, Instagram, Center for Practical Bioethics Website.

Frequency: Four times per hour during community events, once weekly when there aren’t events.

Dates: September 11th, 17th, 24th, and 30th.

Purpose: To generate “buzz” about the events, tweet pictures and information throughout each event, and following up with upcoming event dates throughout September.

Tone: Informative, welcoming

TACTIC 1.9.1: CPB Website “Events” Tab

Design: Add a menu button on the top bar, on the far left size. Label it “Events - Chronic Pain Awareness Month.” Drop-down menu has a button for each event.

RSVP Form Design: Name, Events Planning to attend (checklist format, can choose more than one), Guests (fill in number)

RSVP Form Design - Gallery Show: Name, Guests, “Type of chronic pain.” This form includes a reminder that the event is open only to chronic pain warriors.

TACTIC 1.8.1: Photographer

Name: Matt Nichols

Company: Nichols & Company

Services: Photographer and assistant will take photos for two hours at events Yoga in the Park, “Have a Seat” Jazz Night, and the Gallery Show, and throughout the entire Art in the Park event. An online gallery of photos will be collected and access given to the CPB to share through social media and present during the final Gallery Show event.

TACTIC 1.10.1: Gallery Show

Date: September 30, 2016.

Time: 6:30 p.m. - 10 p.m.

Check-in: 6:30 p.m. - 7 p.m. Guests will sign-in with a CPB representative before entering the gallery area.

Package Selection: “Simple Pleasures” $65 per person. Includes ‘Bronze Bar Package,’ choice of any two hors d’oeuvres, choice of salad, one entrée, two sides, and one dessert

Location: 2000 Grand Event Space at the Cashew.

Contact: (816) 221-4286 (office), (816) 585-7757 (direct)

Details: Chronic pain patients and their families will be invited to attend a gallery event at a venue in the Crossroads Art District. They will have the opportunity to display artwork they created at Art in the Park as well as poems or personal testimonials before dinner. During dinner, have a CPB representative discuss the fight against chronic pain. Include a summary of September events with pictures and videos in order to empower and motivate attendees. A live broadcast will be produced using Periscope for the duration of the event.

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Contact Information: Kelli AustinOwner, Sunshine Yoga(816)[email protected]

Details: The instructor will host beginner-level moves from a sound stage alongside calming meditative music. Instructor will educate participants with routines that help alleviate pain in certain areas of the body. Check-in station will hand out keepsake yoga mats and water bottles, and at check-out will hand participants “Did you know” handbills, upcoming event schedule flyers and keepsake T-shirts. A live broadcast will be produced through Periscope.

Materials Needed: Check-in/-out table, RSVP list and blank sign-in spreadsheet, merchandise: yoga mats, water bottles, T-shirts.

TACTIC 1.11.1: Yoga in the Park

Date: Sunday, September 11

Time: 11 a.m. - 2 p.m.

Check-in: 11 a.m. -11:45 a.m. Attendees will sign spreadsheet and receive complimentary yoga mat and water bottles.

Set-up: 11:45 a.m. -12 p.m.

Yoga Instruction: 12 p.m. - 2 p.m.

Check-out: 2 p.m. - 3 p.m. Attendees will receive T-shirt, upcoming event flyer and “Did you know” handbill.

Location: Liberty Memorial, North lawn.

Contact Information (Booking): Carrie ShoptawCorporate Event Sales ManagerNational WWI Museum and Memorial. (816)-888-8111

Contact Information (Sound stage equipment rental): Bob JohnsonOwner, Johnson on Q(913)[email protected]

Instructor: from Sunshineyoga

> TACTIC 1.12.1: Art in the Park event

Date: Saturday September, 17th.

Time: 12 p.m. - 3 p.m.

Check-in: 12 p.m. - 12:30 p.m.

Guest Speaker: 12:30 p.m. - 1:15 p.m.

Canvas Painting: 1:15 p.m. - 2 p.m.

“Painless Paws:” 2 p.m. - 2:30 p.m.

Check-out: 2:30 p.m. - 3 p.m. (Attendees will receive a free t-shirt upon check-out, as well as flyers regarding upcoming events).

Location: Nelson-Atkins Museum of Art.4525 Oak St., Kansas City, MO

Guest Speaker: Danny Duffy.

Details: The event will start with refreshments and a therapeutic painting exercise for those in attendance. Directly after the painting activity, the guest speaker will give an informative speech regarding their own experience with chronic pain, followed by a question and answer portion. Guests will then be invited to participate in “Painless Paws,” an activity where attendees will have the opportunity to play with puppies from a local foster care. Guests will also be provided with lunch and refreshments throughout the event, as well as a complementary t-shirt. A live broadcast will be produced using Periscope for the duration of the event.

TACTIC 1.13.1: “Have a Seat” Jazz Night at the Green Lady Lounge

Date: Saturday September, 24th.

Time: 8 p.m. - 12 a.m.

Location: The Green Lady Lounge.1809 Grand Blvd., Kansas City, MO

Details: The general public will be welcome to attend “Have a Seat” Jazz Night at the Green Lady Lounge located in the Kansas City Crossroads District. This event will raise awareness among the general public of the burden chronic pain patients endure when participating in standard social activities such as attending a concert. The event will be free to the public and will provide a comfortable, less chaotic alternative to traditional musical events while still addressing and raising awareness of the difficulties those living with chronic pain face. A live broadcast will be produced using Periscope for the duration of the event.

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OBJECTIVEIncrease the KC general public’s awareness of the burden chronic pain places on the lives of those who suffer from the disease by targeting a 60 percent increase in the their awareness by December of 2016.

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TACTIC 2.3.1: Art in the Park Event



TACTIC 2.6.1: Social media - Annex 6, page #

TACTIC 2.7.1: Newspaper Advertisements - Annex 4, page #

TACTIC 2.8.1: News Releases to Local Media - Annex 3, page #, >

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TACTIC 2.9.1: TV Ad 2: “It Pains Me to Say” - Annex 2, page #

Outlet(s): WDAF, KCTV, KSHB and KMBC.

Air-Time(s): 5 p.m. - 7 p.m.

Air-Date(s): 9/5, 9/12, 9/23 & 9/30.

Length: 1 minute.

Message: Use a testimonial style appeal to emotions. Use a personal story from a chronic pain patient that will inform listeners about “a day in the life.” Have actor use the slogan “It Pains Me To Say” when sharing their story.


Actor(s): Teresa Perry

Contact: (816)-349-8952

Email: [email protected]

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TACTIC 3.1.1: TV Ad 1: Campaign Advertisements via local media

TACTIC 3.2.1: Radio Ad 1: “It Pains Me to Say” - Annex 1, page #

OBJECTIVEDecrease negative associations the KC general public makes between chronic pain patients and their conditions by targeting about a 90 percent decrease in negative associations by December of 2016.

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TACTIC 3.4.1: Art in the Park event




TACTIC 3.8.1: CPB Website “Events” Tab >

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OBJECTIVEIncrease KC chronic pain patients’ awareness of self-advocacy opportunities in clinical situations by targeting a 200 percent increase in awareness by December of 2016.

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TACTIC 4.1.2: Radio Ad: Promotional Spot - Annex 7, page #

Outlet(s): KPR, KJHK, The Bridge 90.9, 96.5 The Buzz, KCMO 710 & KKFI, 90.1 Community Radio.

Length: 30 seconds.

Air-Time(s): 8 a.m. - 9 a.m.

Voice: Various chronic pain patients of all ages and backgrounds.

Content: Promote community events surrounding chronic pain, including Art in the Park, Yoga in the Park & “Have a Seat” jazz night.

TACTIC 4.1.1: Radio Ad 1: “It Pains Me to Say” - Annex 1, page # TACTIC 4.3.1: Art in the Park event

TACTIC 4.2.1: Social Media Content: - Annex 6, page #





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TIMETABLEOF EVENTS

DAY

01

Traditional Media

Radio

tv

Digital media

social

website

events

mural stunt

yoga in the park

art in the park

jazz night

gallery show

August september october november

“It Pains Me to Say”

Promotional Spot

“It Pains Me to Say”

newspaper News Releases

Print Ads

Facebook, Twitter, Instagram, Periscope

Events Tab & RSVP Form

9/4

9/24

9/30

9/17

9/11

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MEDIAPLAN

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BUDGETPLAN

$

YOGA IN THE PARK EVENT


GALLERY EVENT

GALLERY EVENT

GALLERY EVENT

PHOTOGRAPHER

PROMOTIONAL MERCHANDISE


“HAVE A SEAT” JAZZ NIGHT





MURAL STUNT

MURAL STUNT

MURAL STUNT


Lawn Space Rental $3,000

$750

$1,000

$4,000

$1,000

$5,000

$70 per person ~ $10,500

$70 per person ~ $10,500

$70 per person ~ $10,500

$6,000

$4,000

$1,000

$10 per person ~ $1,000

$4,800

$300

$200

$400

Instructor Fee

Gallery Event

Gallery Event

Gallery Event

Photographer, Assistant, Digital Image Gallery

T-shirts x600: x400 Small, x400 Medium, x400 Large

Event Flyers x2,000

Drink Vouchers

Yoga Mats x400

Postage: Event Flyers/RSVP card mailers x500

RSVP Mailers

“Did you know” Handbills x1000

160’ x 160’ Tarp

Paint

Artist

Sound Stage Equipment Rental

Liberty Memorial Corporate Event Sales

Kelli Austin, Sunshine Yoga

2000 Grand Representative


MURAL STUNT $10,000Mural Hanging Kansas City Public Library or Barkley


Matt Nichols - Nichols & Company

4imprint.com

printonline.fedex.com

Green Lady Lounge

4imprint.com

usps.com



Bob Johnson - Johnson on Q

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ART IN THE PARK EVENT









“HAVE A SEAT”JAZZ NIGHT

“IT PAINS ME TO SAY” TV ADVERTISEMENT

“IT PAINS ME TO SAY” RADIO ADVERTISEMENT


$3,000

$1,500

$15,000

$10,000

$900

$900

$4,000

$3,000

$3,000

$3,000

Four months ~ $60,000

Four months ~ $40,000

$0

Newspaper Ad - Art in the Park

Art Therapy Instructor

Lawn Space Rental

Danny Duffy - Speaker

Puppy Pin

DJ

PaintingSupplies

Food and Drink

Newspaper Ad - Yoga in the Park

Newspaper Ad - Jazz Night

Television Advertisement

Radio Advertisement

Music Professional

http://media.kansascity.com/static/adv/doc/KCS_Retail_2012_UC.pdf

Kansas Art Therapy Association

Nelson Atkins Representative

The Bark

kansascitydj.us

http://www.wholesaleartsframes.com/medium-grain-3-4-stretched-cotton-canvas-16x20-box-of-5/,

http://www.aswexpress.com/wholesale/paints/acrylics/charvin/sets.html,

http://www.aliexpress.com/wholesale?catId=0&initiativeid=SB_20160428173338&SearchText=paint+brush

https://www.hy-vee.com/shop/Cocktail-Sandwich-Condiment-Platters/Signature-Mini-Ciabatta-Party-Platter-

P10385C20.aspx,

https://www.hy-vee.com/shop/Fruit-Veggie-Platters/Vegetable-Tray-P9924C19.aspx



[email protected] (KMBC)

Green Lady Lounge


$0Event Space Rental [email protected]

TOTAL: $201,140

YOGA IN THE PARK

ALL EVENTS

ART IN THE PARK

Park Permit $370

$370

$2,800Transportation

Park Permit

Kansas City Parks

Arrowhead Transportation

Kansas City Parks

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EVALUATIONPLAN

CONTEMPORANEOUS CAMPAIGN EVALUATION PLAN

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In November of 2016, the survey from which this campaign’s objectives were calculated will be republished to the Kansas City public for a two-month period. Objective success will be determined by the reflection of percentage changes within the new survey results. The survey will be promoted digitally during the scheduled November timeline of media promotion, and will close January 1, 2017.

POST-CAMPAIGN EVALUATION PLAN

OBJECTIVE 1 will be measured by calculating the percentage change between previous survey results listed in the objective summary and evaluative results from Question 13 .

OBJECTIVE 2 will be measured by calculating the percentage change between previous survey results listed in the objective summary and evaluative results from Question 23.



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ADDENDUM$

TEMPORARY MURAL STUNT: Ronda Barber: [email protected] Arts District: 816-994-7313

YOGA IN THE PARKContact Information (Booking): Carrie ShoptawCorporate Event Sales ManagerNational World War I Museum and Memorial. (816)-888-8111

Contact Information (Sound stage equipment rental): Bob JohnsonOwner, Johnson on Q(913)[email protected]

Instructor: from SunshineyogaContact Information: Kelli AustinOwner, Sunshine Yoga(816)[email protected]

ART IN THE PARK EVENTNelson-Atkins Museum of Art, 4525 Oak St., Kansas City, MO, 816-751-1278AcesInc Baseball: 718-237-2900 (Danny Duffy’s Agency)

THE GREEN LADY LOUNGE1809 Grand Blvd., Kansas City, MO816-215-2954

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GALLERY EVENT2000 Grand Event Space at the Cashew.Contact: (816) 221-4286 (office), (816) 585-7757 (direct)

MATT NICHOLS PHOTOGRAPHY2006 Baltimore Ave. Kansas City, MO 64108Studio: 816-474-4910 / Cell:816-726-7914

CONTACT INFORMATION

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EVALUATIVE SURVEY

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Documents

Final Plansbook