Develop Local Activities
In addition to driving 2010: The Year of the Lung messages through the media, there are a variety of other events and activities that can increase support for the campaign and awareness for lung health. These recommend events should coincide with key milestone dates outlined above. Some of these activities could include:
Influencer events/Salon dinners
Salon events gather a small group (10-14 participants) of premium business, NGO, government, media and/or academic thought leaders to meet informally and address a single issue of strategic importance. Each event is led by a moderator who not only directs the conversation, but also ensures that the discussion stays on the pre-assigned topic and that the host’s messages are woven diplomatically into he dialogue.
Expected outcome: Reaching targeted stakeholders by providing discussion forum notes that detail topics of discussion.
Co-brand conferences and meetings 2010 events focusing on global health, health financing, lung health and community advocacy are useful vehicles for campaign representatives to demonstrate and discuss 2010: The Year of the Lung campaign. All member conferences and meetings should prominently display the campaign’s signage and materials. It will be important to keep the campaign on the radar of key influencers and communities throughout the year. To reach younger/academic audiences, campaign representatives could also consider speaking at medical schools or events for young professionals.
Expected outcome: Increase visibility of the campaig n’s identit y, overall mission and goals and build support with like-minded audiences.
School-based education programs
Building simple education programs in local school districts will give FIRS members a platform to present on lung health to students using the 2010: The Year of the Lung branding and campaign messages. FIRS members should bring age-appropriate material to interest younger audiences in their lung health. These materials could include a PowerPoint presentation, spirometers, models of the lungs, 2010: The Year of the Lung self-adhering stickers or a preprinted quiz that can be administered by the classroom teacher as a teaching tool. This “kit” of materials can be distributed to association members interested in working with a local school district as part of voluntary community service program. If resources permit, a lung health comic book could also be developed for wider distribution in schools. Experience has shown that primary school aged children (6-10 years old) are receptive audience with high knowledge attention rates.
Expected outcome: Increased public health awareness among the targeted age group. Children, if supplied with promotional materials and stickers, are excellent campaign promoters.
Engaging a 2010: The Year of the Lung celebrity goodwill ambassador
Celebrity goodwill ambassadors can bring positive attention to the 2010: The Year of the Lung campaign. Choose popular health, sports, entertainment personalities or politicians to be the “f ace” of the campaign. In order to prepare them to speak to the campaign’s goals and messages, provide them with 2010: The Year of the Lung talking points, assist in scheduling their speaking engagements and meetings and provide them with the materials they will need to speak to the public about the campaign and lung health. Goodwill ambassadors can be hard to find and harder to keep on message, so be prepared to delegate time and resources to manage their appearances.
Expected outcome: Increased awareness of the 2010: The Year of the Lung campaign by leveraging the recognized name and reputation of a popular icon.
Posters, banners and signage at transportation centers and public transportation vehicles
Commission or purchase 2010: The Year of the Lung posters and signage in major transportation centers, including taxis, buses and trains, to increase awareness of the campaign. A popular and effective public relations tactic is to wrap a bus in a large advertisement or rent billboard space in major transportation centers. As transportation centers are central locations for commuters/travelers, the advertisements are visible to many people, which will effectively raise awareness about the campaign.
Expected outcome: Increased awareness of 2010: The Year of the Lung by exposing travelers and commuters to the campaign’s messages and branding.
