curePC Campaign Year-One Results
Campaign Expands Awareness and Increases Visibility in the Fight Against Pancreatic Cancer
Launched together by The Lustgarten Foundation and Cablevision, the curePC campaign is designed to educate the public about pancreatic cancer, and the Foundation’s efforts to conquer it. As part of a multi-year commitment, Cablevision has engaged all of its media and entertainment assets on behalf of curePC and pledged to underwrite all of the Foundation’s administrative expenses, ensuring that 100 percent of every dollar donated to the Foundation goes directly to research to find a cure for pancreatic cancer.
In its first year, The Lustgarten Foundation and Cablevision partnership achieved a number of key milestones, including:
- Raised awareness of the Foundation and pancreatic cancer through more than 100 million media impressions across television, print and online, among other mediums;
- Established curePC.org as a “go to” resource for information on pancreatic cancer with more than 100,000 page views;
- Set new records with the Foundation’s New York WALK event for participation at 4,000 people (up 33 percent from the previous year) and fundraising at $1.2 million (up 25 percent from prior year);
- Enabled The Lustgarten Foundation to more than double its research budget from $2.8 million in 2008
to more than $10 million in 2009 with 100 percent of these funds going directly to research.
The campaign reached these significant milestones in year one through multi-faceted campaign tactics that utilized print, online, broadcast and cable media, and exposure across Cablevision’s assets and partnership with additional media companies. Campaign highlights included:
- Produced fourteen (14) 30-second Public Service Announcements (PSAs) for television with such
prominent spokespeople as former President Jimmy Carter; CNN talk show host Larry King; CNN
chief medical correspondent Dr. Sanjay Gupta; actors Bryan Cranston, William Hurt, and Matthew
Modine; New York Knicks Head Coach Mike D’Antoni; News 12 anchors Jodi Applegate and Colleen
McVey; and Jai Pausch (wife of the late professor and bestselling-author Randy Pausch);
- Secured exposure for the PSAs on Cablevision’s cable television system and national networks such as AMC and WE tv; on Turner Broadcasting properties; on Time Warner Cable; at Clearview Cinemas’ 258 tri-state area movie screens and at the IFC Center; on iO channel guides; and the Lustgarten VOD
- Placed PSAs on television during related cancer programming, including CBS’s Sunday Morning, ABC’s 20/20 Barbara Walters Special, ABC’s The Oprah Winfrey Show, and NBC’s Today Show, among others;
- Created nine (9) print PSAs and secured placement in Newsday, amNewYork, and Newsday’s weekly community shopper newspapers;
- Placed full-page ads in the New York Post, The New York Times national philanthropy section, and The Washington Times pancreatic cancer resource guide;
- Developed and placed print PSAs in the programs, guides and yearbooks of the New York Knicks and
Rangers, and in programs for Radio City Music Hall;
- Produced three (3) 60-second radio PSAs – one with Marc Lustgarten’s daughter, Jessica Lustgarten
– and arranged for the radio PSAs to air in Greater New York on WOR-AM, WINS-AM, WCBS-AM,
WFAN-AM, WKJY-FM, WALK-FM, and WBZO-FM, and on ESPN-AM and WABC-AM during Knicks and Rangers broadcasts;
- Created posters that were placed in 49 Clearview theatres, 24 Optimum stores, and Cablevision
employee locations;
- Developed and distributed 225,000 two-sided handouts about pancreatic cancer at Clearview theatres;
- Created and posted Web banners on Newsday.com, News12.com, Optonline.net, Knicks.com,
NewYorkRangers.com, MSG.com, TheGarden.com, Cablevision.com and also on Cablevision’s
employee intranet.
Please join The Lustgarten Foundation and Cablevision in the fight against pancreatic cancer and help us defeat this deadly disease.