"Why I don't 'DO' Status Quo & Why You Can't Afford to Either!"

Why I Don’t “DO” Status Quo and Why You Can’t Afford to Either!

PRSA Institute: "A Whole Now World" 10.29.10


I Don’t “DO” Status Quo!


I Don’t “DO” Status Quo! HUGE thank you to

the 3 Ds:

DivorceDeathDepression

…yes, seriously, “thank you!”



My DNA: Passion Compassion Energy Intense Sense of humor Seek truth &

accountability Relentless …did I say

relentless?



My DNA: Total goof-ball Genuine Metal-head/Italian arias Post-Traumatic Stress

Disorder HUGE sweet tooth Change agent Love challenges Love Don Draper…just

had to throw that in!


I Don’t “DO” Status Quo! Combining my DNA

with my skills:TV reporterMayoral press

secretaryPR practitionerSocial media nut job

for change…MAJOR change!


I Don’t “DO” Status Quo! At age 10, knew

there was “something” I was supposed to “tackle” when I grew up

Some kind of “cause,” but what?

Then “life” started…


The Three Ds

D #1

DIVORCE


The Three Ds

D #2

DEATH


The Three Ds

D #3

DEPRESSION


The Fourth D

The three Ds lead me to my fourth D:

Insane

DRIVE


Insane Drive


So, What’s Next? Brother says, “So

‘Jenny,’ what elephant do you plan to tackle next?”

Without hesitation, I said, “LUNG CANCER.”

Minute my mom told me she had lung cancer, my cause was clear

And, no she didn’t smoke!


So, What’s Next? But, I would have two

painful years before I could fully dive in

“Painful” = No daytime passionMajor nighttime passion

(NOT what you’re thinking)

Until…


Got Fired….and Blogged About It!


Yay! I Just Got Fired! True Passions, Here I Come!



“The shackles are off. Physically. Emotionally.

The painful ‘job’ versus ‘passion’ struggle is over.

My mind and heart are finally congruent.”



Fired Does Always =#Fail!

“Yes, the whole termination meeting totally sucked, but it didn’t come as a surprise.

I’m just surprised it didn’t happen sooner.”



KTHNXBYE

“After handing over my office key and walking out the door, two+ years of pent up anxiety and tension literally rolled off my shoulders.”



My PR team successful with social media

Wanted to implement agency-wide

Agency not ready Let me spearhead

social media task force

Too late - too slow


WTF? Logo & Merchandise

WTF? Facebook Page


WTF? Blog



WTF? Twitter

@wtflungcancer


From the Mudroom

WTF? Headquarters!

Why I Started “WTF?”




THIS makes absolutely NO sense!


Think You Know Lung Cancer? Think Again!

Campaign Video

http://www.youtube.com/watch?v=9nJ4Iw7zuXw



My mom has Stage IV, inoperable lung cancer

She has NEVER smoked

Lung cancer is the #1 cancer killer and the LEAST funded

Lung cancer is no longer just a smoker’s disease

Smoking stigma stands in the way of lung cancer research funding

Bottom line: ANYONE can get lung cancer. ANYONE!

NO ONE deserves lung cancer!


Why I Started “WTF?” 5-year survival rate has remained

UNCHANGED for more than 40 years at 15.5%

60% of all new lung cancer cases are diagnosed in people who have NEVER smoked or former smokers who quit decades ago

1 in 5 women and 1 in 12 men diagnosed with lung cancer have never smoked

Only 16% of lung cancer is being diagnosed at its earliest and most curable stage

No early detection screening protocol for lung cancer

Source: Lung Cancer Alliance



Least funded in dollars per death of the four major cancers

Breast Prostate Colon Lung

Total research funding from the National Institute of Health, Centers for Disease Control and Department of Defense (in millions)

WTF?

Source: Lung Cancer Alliance



“As a doctor and as the sister of Dana Reeve, a woman who never smoked and who died of lung cancer at age 44, I see lung cancer as the biggest unmet women’s public health challenge we face today,” said Deborah Morosini, MD, pathologist and LCA Board Member.

The Out of the Shadows: Report on Women and Lung Cancer presented by Brigham and Women’s Hospital’s Women’s Health Policy and Advocacy Program at the Connors Center for Women’s Health and Gender Biology



People need to be educated on the true facts of lung cancer

Education will reduce the stigma

Reduced stigma will lead to more awareness and funding for lung cancer

SOMEONE needs to tell this story in a different way!


“WTF?” (Where’s the Funding) for Lung Cancer?

Yeah, you get the double-entendre!

Personal, politically incorrect social media campaign

Launched Facebook Fan Page, Twitter profile and blog in October 2009

1,000 Facebook fans in less than a week

3,000+ fans in 6 months

4,300+ today!


“WTF?” Yep, That’s What I Mean!

That “different” way is all in the name

Double-entendre to cut through the clutter, be relevant and attract attention

For those who don’t “get” the double-meaning, the messaging is still on target

Seriously, “Where’s the Funding?”

AAMOF – As A Matter Of Fact AFAIK – As Far As I KnowAFAIC – As Far As I’m ConcernedAFAICT – As Far As I Can TellAFK – Away From KeyboardASAP – As Soon As Possible ASL – Age,Sex,Location BAG – Big @ss GrinBAK – Back At KeyboardBBL – Be Back LaterBF – BoyFriendBFD – Big Fricken DealBITMT – But In The MeantimeBOT – Back On TopicBRB – Be Right BackBSEG – BIG Sh*t Eat’n GrinBTW – By the wayC4N – Ciao For NowCRS – Can’t Remember “Stuff”CU – See YouCUL8R – See You LaterCWOT – Complete Waste Of TimeCYA – See YaDIY – Do It YourselfEOD – End Of DiscussionEZ – EasyF2F – Face To FaceFAQ – Frequently Asked QuestionsFBOW – For Better Or WorseFOAF – Friend Of A FriendFOCL – Falling Off Chair LaughingFWIW – For What It’s WorthFYA – For Your AmusementFYI – For Your Information/ga – Go AheadGAL – Get A LifeGBTW – Get Back To WorkGF – GirlfriendGFC – Going For CoffeeGFETE – Grinning From Ear To EarGMTA – Great minds think alikeGR&D – Grinning, Running & DuckingGTG – Got To GoGTGTTBR – Got To Go To The BathroomGTRM Going To Read MailGU GeographicallyUndesirableH8 – HateHAND – Have A Nice DayHHOK – Ha Ha Only KiddingHTH – Hope This HelpsIAC – In Any CaseIAE – In Any EventIANAL – I am not a lawyerIC – I SeeIDGI – I Don’t Get ItIMCO – In My Considered OpinionIMHO – In my humble opinionIMNHO – In my NEVER humble opinionIMNSHO – in My Not So Humble OpinionIMO – In My OpinionIMPE – In My Personal ExperienceIMVHO – In My Very Humble OpinionIOW – In Other WordsIRL – In Real LifeISP – Internet Service ProviderIYKWIM – If You Know What I MeanJIC – Just In CaseJ/K – Just kiddingKISS – Keep It Simple StupidL8R – LaterLOL – Laughing Out LoudLMAO – Laughing My Arse OffLMFAO – Laughing My F*cking Arse OffLTNS – Long Time No SeeMorF – Male or FemaleMTCW – My Two Cents WorthNBD – No Big DealNRN – No Reply NecessaryNTK – Need To KnowONNA – Oh No, Not Again!OTOH – On The Other HandOTTOMH – Off the top of my headOIC – Oh I SeeOTF – On The FloorOLL – Online LovePITA – Pain In The @ssPLS – PleasePSTFU – Please…Shut The Fluck UpPU – That Stinks!REHI – Hello Again (re-Hi!)RL – Real LifeROFL – Rolling On Floor LaughingROTF – Rolling On The FloorROTFL – Rolling On The Floor LaughingRSN – Real Soon NowRTDox – Read The DocumentationRTFM – Read The Frickin’ ManualRUOK – Are You OK?RW – Real WorldSNAFU – Situation Normal All Fouled UpSO – Significant OtherSOL – Smiling Out Loud (or Sh*t Out of Luck)TANSTAAFL – There Ain’t No Such Thing As A Free LunchTAFN – That’s All ForNowTEOTWAWKI – The End Of The World As WeKnow ItTMI – To Much InformationTTFN – Ta Tah For NowTY – Thank YouWEG – Wicked Evil GrinWTF – What The F*ckYW – Your Welcome


How and Why Has the “WTF?” Community Grown So Quickly?

My Theory: PEEP

Passion for Change A new voice giving lung cancer survivors

another voice for creating change through passion for the cause

Engagement Daily dialogue, feedback, updates, links, etc. Someone dedicated to the cause A sense that “finally someone is listening to

lung cancer” “WTF?” feels more like family than a

community

Empowerment Arming “WTF-ers” with tools, ideas and

confidence that empowers them to take charge and/or participate in creating change.

Progress Continuously updating supporters on the fruits

of their labor


“WTF?” Engagement Content

Blog posts regarding my mom’s journey that members can relate to

New campaign challenges

Polls and questions for feedback

Photo albums/Upcoming events

Hard news

Offer text and resources members can simply copy and paste to help spread the word


Valentine’s Day Wish Campaign

On February 2nd, “WTF-ers” were challenged to increase the number of “WTF?” Facebook Cause members from 115 to 200 members by Valentine’s Day

On February 10th, “WTF-ers” surpassed our goal, with 218 members

I upped the ante and challenged them to get 250 members

“WTF-ers” came through BIG TIME, increasing the number of “WTF?” Facebook Cause members from 115 to 260 members by Valentine’s Day


“ANYONE CAN GET LUNG CANCER”Social Media Campaign

“WTF?” selected as “Socialize Your Cause” featured cause of the week

“Socialize Your Cause” helps non-profit & charity organizations tell their story, activate people to join their cause

Created a social media campaign around this opportunity

Goal: $20 from 500 people in one week


“ANYONE CAN GET LUNG CANCER”Campaign Results

Extended campaign another week due to tremendous response

3 generously donated prizes

Connected with new supporters and influencers

Raised nearly $7,000

Campaign Video Drawing and Winners Announcement


Video Announcement

http://www.youtube.com/watch?v=6CElnYEi4fc


Keeping “WTF-ers” Engaged

Facebook poll to gauge interest in creating “WTF? Mobs” (chapters) across the country

Poll question: “Are you interested in leading/participating in a ‘WTF? Mob’ in your city/area to help expand our efforts?”

Incredible response

Able to immediately connect “WTF-ers” in same location

Now developing a comprehensive ambassador program



Created a twtpol asking: “Did you know you do NOT have to smoke to get lung cancer?”

Sent out to my personal Twitter followers, not “WTF?” Twitter account

More than 100 responses



Photo Albums & Stories!

– “THIS” is Lung Cancer”

– “Fighting & Uniting Against Lung Cancer”

– “How to Spell ‘WTF? 4 LC?’

– “WTF?” Merchandise



Video: Dear Mr. President: A Beer & 15 Minutes

http://www.youtube.com/watch?v=YivmXhVSilk



Interview with Desperate Housewives’ actress Kathryn Joosten

http://www.youtube.com/watch?v=vhh-Cag0cCo



Interview with ABCs Sam Donaldson

http://www.youtube.com/watch?v=RjPIOwb3cKI



Live WTF? Ustream Show

http://www.ustream.tv/recorded/9575701

http://www.ustream.tv/recorded/9575701



“WTF-er” Campaign Challenge Video

http://www.youtube.com/watch?v=M-ygRrEqzWI

Results: “WTF?” 4 LC? Challenge

Spelled out in sea shells on the beach where two sisters spread their mother’s ashes two days before

Spelled out with lemons, pennies, dog food, M&M’s, blocks, Bendaroos, beauty products, glue sticks and tools


Removed SU2C Smokin’ T-shirts


“Smokin' isn't cool. It isn't sexy. And it sure isn't smart. It is, however, responsible for 90% of lung cancer. So stand up, take a deep breath and give your all to fight all cancers. That’s not just smoking, it’s hot.”

Promoting “Smokin” merchandise – with wrong statistic!

Perpetuated smoking stigma

Advocates got T-shirts removed!


SU2C Lung Cancer Bit Actors Eric Stonestreet

and Jim Parsons did a “comedy” bit about lung cancer

My mom (and others) did NOT find it funny

Wrote blog post about my mom’s letter to SU2C

Encouraged others to write to SU2C & forward blog post


SU2C Lung Cancer Bit Received “canned”

email response “We’re sensitiveto the issues that arise when discussing cancer; in fact, our show writers include cancer survivors.

Taking that into account, we know that dealing with and talking aboutcancer involves many emotions, including having a sense of humor.”

(portion of response)

SU2C Apology Received personal apology from

Tom Chiodo Sr. VP, Business Development

Entertainment Industry Foundation

Stand Up 2 Cancer | iParticipate



SU2C Apology

“I am a senior member of the Stand Up To Cancer communications team, and a cancer survivor.

I want to apologize that we offended you and other viewers with the telecast’s lung cancer segment and then with our reply to some of the emails we received.

I want to reach out individually to everyone that wrote to us. We take all the feedback we’ve received to heart, and going forward, it will help inform our decision-making process about the content we produce.”

– Tom Chiodo

(portion of response)

WTF? Becomes Bonnie J Addario Lung Cancer Foundation Affiliate

All WTF? funds go to Bonnie J Addario Lung Cancer Foundation

Bonnie is lung cancer survivor and amazing advocate

Perfect marriage: Set up a fund in my mom’s name and direct $$$ to it

Foundation has heavy emphasis on lung cancer research - early detection and personalized medicine

In addition, I now work for BJALCF as its social media strategist

My WTF? community is part of my BJALCF work


“Just Like Jill” Campaign

Jill Costello – The NEW face of lung cancer

Diagnosed at age 21

Never smoked

UC Berkeley grad

Coxswain for Cal Women’s Crew

Jill never gave up. She never stopped smiling.

Campaign to highlight all of those “Just Like Jill”



Jill died June 24, 2010

22 years young

Despite 20+ rounds of chemo and 14 radiation treatments, Jill coxed Cal Bears to 2nd place slot at the NCAA Women’s Division I Rowing Championships.

She was an absolute

inspiration to her teammates, friends, family and countless people who never met her



In her final moments, Jill made sure her family and friends knew her wishes: Do everything you can to “BEAT Lung Cancer.”

She had her Aunt Kathy dictate instructions for all of us to “Get Date Out Big Time!”



The BJALCF “Jog for Jill” walk/run is what Jill was referring to

“On September 12, 2010, the Foundation is having a 5k walk/run in Golden Gate Park in San Francisco, California and I am inviting all of you to participate in my honor.Last year, ‘Team Jill’ entered and won top fundraising team with over $10,000!!!This year I would like to up the ante and shoot for an even higher goal. I would like “Team Jill’ to hit $25,000!!! Think we can do it?I have registered ‘Team Jill’ and you are now welcome to join. This way we are all registered together.” – Jillian Costello



Streamed Jill’s memorial services live on Ustream, tweeted the “play-by-play” and chatted in real time

People all over the world watched – as far as South Africa & France


“Jog For Jill”

5,000 people participated in Bonnie J Addario Lung Cancer Foundation’s “Jog for Jill” Walk/Run

$370,000+ raised Event literally stopped traffic in Golden Gate Park


“Jog For Jill”

Of course, “Jack,” Jill’s graduation present was there too!


“Jog For Jill”

“Team Jill” is mobilizing across the country College students start a movement to do as Jill asked us to do:

“Beat Lung Cancer”



Do I wish lung cancer was my passion?

HELL NO!



My mom is living scan to scan…until her body can no longer handle the treatments

This should NOT be the case

Lung cancer should be a treatable chronic disease

I won’t stand for it

None of us can afford to stand for it

Lung cancer can come to your house just as easily as it came to mine

None of us can settle for status quo!



My Challenge to YOU:

Ask yourself, these simple questions: “What’s my WTF?” “What am I settling for?” “What can I change?” “What SHOULD I change?”

It doesn’t have to be as heavy as lung cancer

Heck, maybe you think the school drop off and pick up system is dangerous and needs to change (my guess is, you’re not alone)


What’s Your WTF?


My Challenge to YOU:

Whatever…there are a bazillion problems out there and/or things that could simply be better

Go fix them - or try to

…which takes us to the “Fifth D”


What’s Your WTF?

The Fifth D

Be “Doers” of Change

“DOERS”

Don’t “do” Status Quo


Links to “WTF?”


“WTF?” Blog: (http://www.wtflungcancer.com)

Facebook Fan Page (http://www.facebook.com/WTFLungCancer)

Twitter (http://www.twitter.com/wtflungcancer)

YouTube (http://www.youtube.com/user/jenniferjwindrum

Bonnie J Addario Lung Cancer Foundation (http://www.lungcancerfoundation.org)

http://www.wtflungcancer.com/

http://www.wtflungcancer.com/

http://www.facebook.com/WTFLungCancer

http://www.facebook.com/WTFLungCancer

http://www.twitter.com/wtflungcancer

http://www.twitter.com/wtflungcancer

http://www.youtube.com/user/jenniferjwindrum

http://www.youtube.com/user/jenniferjwindrum

http://www.lungcancerfoundation.org/

Connect with the “Non Lung Cancer” Me


http://thatis.me/jennifer/

http://thatis.me/jennifer/

"Why I don't 'DO' Status Quo & Why You Can't Afford to Either!"

Health & Medicine

Transcript of "Why I don't 'DO' Status Quo & Why You Can't Afford to Either!"