Sarah Russ, VP and GM, Waggener Edstrom presentation from "Thriving and Surviving in Uncertain Times: Digital Marketing Techniques for Non-Profits" in Dallas, TX

1. Chris Vary Creative Director Weber Shandwick

2. Overview

3. Addressing a Campaign Gap The Virtual Standup. Activating a grassroots movement involving online influencers, branded content and social technologies.

4. May 27, 2008 Katie Couric, Brian Williams and Charles Gibson announce historic collaboration to “Stand Up to Cancer” to be aired simultaneously on ABC, CBS and NBC

5. The Gap: Online word-of-mouth at a minimum On June 18 th online conversation about Standup2cancer was limited to 95 posts tied to the announcement with ABC, CBS and NBC

6. A roll-out of campaign initiatives Identity Live Event Celebrity Integration PSAs Web Platforms Alliances Contests Branded Content ? Gap: Online WOM

12. Efforts trigger massive amount of momentum Announcement Bump Pre-event Ramp Up