Concept - What Is It? ✤ SFTNE is a contest targeted at imaginative and entrepreneurial North Americans who think they have the next BIG idea that can ‘improve the world’, an idea encompassing imagination, creativity, inspiration, and innovation ✤ Conducted by the Hebrew University of Jerusalem and The Canadian Friends of HU, this 9 week activation is designed to capitalize on the massive awareness and the prestigious association with the “Einstein” brand - his legacy, and universal appeal to all ages, cultures, and backgrounds

EINSTEIN A name recognized and respected around the world. A brand reputation understood as PURE GENIUS. A legacy that is timeless. A name synonymous with: Creativity, Knowledge, Innovation, Thought-leadership, Risk-taker, Imagination, Pioneer A name which continues to INSPIRE those to strive for the BEST.

EINSTEIN Your brand is already the BEST. BUT... Aligning with the EINSTEIN brand will make you the BEST of the BEST. Are YOU ready to take on the challenge?

How To Enter ✤ Participants are encouraged to submit a brief outline of their BIG idea on how they can improve the world to - entries will be posted online to Motivate / Encourage / Stimulate / Build awareness and buzz ✤ A panel of HU and CFHU representatives will elevate the top 15 ideas to a panel of judges made up of a Nobel Laureate, Amar’e Stoudemire (NBA player – Knicks), Tim Draper (Global venture capitalist and founder of Draper University), and other key influencers who will score who will score the submissions based on originality, creativity/innovation, reach and presentation

2013 SFTNE Winner

Media Value of Partnerships SPONSOR BENEFITS National Geographic Cinema Ventures NationalGeographic.com – Display Ads ROS (160x600) kids.nationalgeographic.com – Display Ads ROC (160x600) JERUSALEM the Movie website – Contest Page kids.nationalgeographic.com – Contest Page NationalGeographic.com e.Newsletter Million recipients Fun For Families e.Newsletter – 340,000 recipients Travel e.Newletter – 650,000 recipients Photo of the Month e.Newsletter – 1.6 Million recipients

Social Media Impact of Partnerships ACCOUNTFOLLOWERS/FANS JERUSALEM The Movie - Twitter830 JERUSALEM The Movie - Facebook8,000 National Geographic Education - Facebook355,000 National Geographic Movies - Twitter17,632 National Geographic Travel - Twitter609,524 National Geographic Main - Facebook16,685,564

Partners Einstein Facebook Page: 6,017,491 Likes

Outreach Programs Traditional and digital outreach to help promote the Jerusalem Challenge: MUSEUMS FAITH-BASED COMMUNITIESSECULAR COMMUNITIES ORGANIZATIONS RELIGIOUS / EDUCATION INSTITUTIONS COMMUNITY LEADERS / KEY INFLUENCERS EVENTS - PREMIERES

Broadcast Media Partners Local coast to coast programming (interviews/TV PSA’s) FREQUENCY: MINIMUM OF 1600 PSAs Global – 19 Specialty TV Stations (TV PSA’s)

Partners ✤ 8 week program that teaches a focus on entrepreneurship, innovative thinking, and creativity ending with a pitch to VCs and CEOs ✤ Previously a 26-year-old who pitched an idea in bio-tech was awarded/funded $4 million to pursue her idea ✤ Founder Tim Draper is a venture capitalist who invested in and contributed to the development of Skype (acquired by eBay, now sold to Microsoft), Baidu, Overture (acquired by Yahoo!), Hotmail (acquired by Microsoft), Combinet (acquired by Cisco), Redgate (acquired by AOL), and Preview Travel (acquired by Travelocity) amongst others ✤ An unconventional world-class boarding school for the brightest young entrepreneurs from around the globe

Prizes & Incentives ✤ The winning submission receives a $10,000 cash prize to help bring their idea to life, plus a trip to Jerusalem ✤ Secondary prizes include a $5,000 scholarship to Draper University of Hero’s as well as random weekly draw prizes.

Partners ✤ CFHU is looking for sponsors who are willing to work with us to create a themed activation that capitalizes on the prestigious “Einstein” brand association and will benefit from the significant awareness generated through our major Canadian and international media partners, sophisticated social strategy and cross channel partnerships.

Media Partners SPONSOR BENEFITS National Geographic Cinema Ventures NationalGeographic.com – Display Ads ROS (160x600) kids.nationalgeographic.com – Display Ads ROC (160x600) JERUSALEM the Movie website – Contest Page kids.nationalgeographic.com Contest Page NationalGeographic.com – e.Newsletter 2.1 Million Fun For Families e.Newsletter 340,000 Travel e.Newletter 650,000 Photo of the Month e.Newsletter 1.6 Million

Media Partners SPONSOR BENEFITSFREQUENCY Albert Einstein Official Facebook Page Million Fans8 Posts Draper University of Heroes - Exclusive campaigns 11 - Newsletter inclusion 15 - Blog posts 16 weeks - Social Media posts (twitter Facebook, YouTube) 16 weeks

Media Partners SPONSOR BENEFITSREACH / FREQUENCY HEBREW UNIVERSITY OF JERUSALEM HU Facebook24,000 likes HU Website 10,000 page views/month HU Database 30,000 CFHU CFHU Facebook Weekly Posts x 18 weeks CFHU Database 70,000 CFHU Twitter Weekly Posts x 18 weeks AMAR’E STOUDEMIRE Stoudemire Twitter 1 million Stoudemire Facebook 756,000

Smart Car Activation ✤ Win a one year SMART Car lease ✤ All you have to do is configure your SMART Car and be entered to win a one year lease ✤ Street teams will be on location showcasing a SMART Car, handing out postcards for entry into SFNE and promoting the subsidiary contest for a chance to win The Smartest Car Ever. ✤ A dedicated landing page on SFNE website will showcase The Smartest Car Ever Contest Searching for the Next Einstein Powered by The Smartest Car Ever ACTIVATION OPPORTUNITY

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Presenting Sponsor ✤ Naming rights and brand association on all promotional material including online, broadcast, digital/social and print. I.e. SFTNE - Powered by “your company” ✤ High profile logo exposure on all web site platforms. ✤ Opportunity to develop targeted, national activation aimed at achieving specific advertising/promotional/sales objectives. INVESTMENT: $250,000

Financial Prize Sponsor ✤ Naming rights for the grand prize ($10,000 and a trip to Jerusalem presented by “your company”) ✤ Extensive brand/logo presence across multiple platform branding opportunities including all online, broadcast, digital/social and print. INVESTMENT: $20,000

Timelines Program launch February 3rd – April 13th (9 weeks) Submissions - February 3rd - March 16th (6 weeks)HU/CFHU review panel - March 17th - March 30th Voting on top15 submissions - March 31st – April 13th Winners announced - Monday, April 14th, 2014Post contest media – Monday April 14th - TBD

“The world as we have created it is a process of our thinking. It cannot be changed without changing our thinking.”