1. 1 Prematurity Awareness Month 2009 Goals Awareness Goals 1. Maintain awareness that premature birth is a very or extremely serious issue Baseline: Women 18-44 = 60% General public = 46% (2008 Gallup Survey) 2. Increase awareness that MOD is working to prevent premature births by 10% Baseline: Mothers = 29% General population = 16% (2008 Gallup Survey) 3. Match 2008 levels of quality/scope of coverage in local/nat’l media Baseline: Media Hits = 1,500 Ad value spike = $1.2 million (Vocus tracking) Constituency Building Goals 1. Recruit 100,000 new constituents Baseline: New petition signers in 2008 = 77,000 2. Engage 50,000 current constituents in PAD activities Baseline: Petition signers who were not new to the database in 2008 = 45,000 Fund Raising Goal 1. Raise $200,000 in incremental revenue through Banding Together application. Baseline: $200,000 currently budgeted

2. 2 Key Messages and Call to Action Call to action: Fight for preemies Go to marchofdimes.com/fightforpreemies Key Messages: Donate $25 by buying a fight for preemies band Take a badge (collect name/email) to support cause Sign up for advocacy alerts Learn how your state is doing (report card)

3. 3 Awareness & Engagement Creative Direction Rallying cry Bold, simple execution Urgent but not upsetting Solid connection to branding

4. 4 Awareness & Engagement Promotional Channels Print Ads Web Banners Mall and Bus Shelters Network and Syndicated Radio Wristbands Wallet Cards Chapter Events and Presentations Volunteer partners Social Media Email: -Oct. 6 – Global Report -Nov. 3 – Join the Fight - Buy a virtual band -Nov. 17 – Report Card -Dec. 1 - Thank you and results

5. 5 Awareness & Engagement - Retail Visibility Johnson’s BabyFamous Footwear 2008

6. 6 Awareness & Engagement - Retail Visibility Motherhood Maternity

7. 7 Awareness & Engagement – Earned Media Oct. 6 Global Report Nov. 1 Quality Symposium Release Nov. 17 US Report Card Satellite Media tour: television, radio english, spanish Nov. 30 Open NY Stock Exchange With Sheri Shepherd Celebrity Interviews Blogs and social media

8. 8 Engagement - Web site components 1.Give - Buy a Virtual Band in honor or in memory of a child for $25 - Donate any amount 2.Do - Take a badge for your Facebook page - Sign up for advocacy alerts 3. Learn - 2009 report card - Signs of preterm labor, other educational content 10/1/2009 launch

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