(RED) CAMPAIGN: THE LAZARUS EFFECT
Just two pills a day‌
Can transform a person with HIV like Motselisi from near death‌
‌ to a healthy and thriving Motselisi in as little as 90 days.
Mafusi Khantsi
Mafusi Before
Mafusi – 90 Days Later
It’s called the Lazarus Effect
THE LAZARUS EFFECT CAMPAIGN THE LAZARUS EFFECT FILM documents the Lazarus Effect transformation and follows the stories of people whose lives have been transformed from a near death existence to a healthier, more stable life in as little as three months. Directed by Lance Bangs Executive Produced by Spike Jonze Aired May 24th on HBO, YouTube, Channel 4 and iPad App Premiered May 4th, NYC Event – MOMA / live at Facebook
THE PSA CAMPAIGN flips expected PSA and charity marketing on its ear. The campaign focuses on the power of 40 cents for someone who is HIV positive. Bono, Penelope CruzBono, Penelope Cruz, Javier Bardem, Christy Turlington, Julianne Moore, Naomi Watts, The Jonas Brothers , Gabourey Sidibe, Claire Danes, Alek Wek, Iman, Gwen Stefani, Don Cheadle, Hugh Jackman, Orlando Bloom, Lucy Liu, Kerry Washington, Hayden Christiansen, Jane Lynch, Julia Louis-Dreyfus, LeAnn Rimes, John Turturro, Toni Collette, Bryan Cranston and Michelle Rodriguez demonstrate what they have bought for 40¢ to show the real significance of what that 40¢ can do in the context of life saving medicine. It’s about the miraculous transformation that ARV’s can have on someone living with HIV. Simply put, For 40 cents a day a person with AIDS can get the two pills they need to stay alive.
THE LAZARUS EFFECT CAMPAIGN: OBJECTIVES Drive Tune-in and awareness of the May 24th release of The Lazarus Effect on HBO, YouTube, Channel 4, and the iPad App – Low Cost. High Impact. – Move people to take action – Create a global audience Maximize continued awareness and viewership through a broad network of channels: – (RED) media partners – Joinred.com, Email and social channels – (RED) product partner channels – Partner organizations – Celebrities and friends of (RED) – (RED)NIGHTS & (RED)WIRE Artists
THE LAZARUS EFFECT CAMPAIGN: ACTIVATION TO DATE, OVER 1 MILLION TUNE-INS OF THE FILM
OVER 800 MILLION IMPRESSIONS OF THE PSA’s (FEATURING OVER 30 CELEBRITIES) IN 3 MONTHS AND COUNTING…
THE LAZARUS EFFECT CAMPAIGN: ACTIVATION Media/Partner Support of The Lazarus Effect Campaign •
Broadcast Partners – Over 1 million Tune-ins to date across multiple channels: HBO, YouTube, Ch 4, iPad
•
Television Partners– 422 Million Impressions to date (PSA Campaign is still running) – HBO, Channel 4 (UK), FOX, CBS, ABC, CNN Properties, MTV Properties, Bravo, CW, Fox News, Fox Business, Fox Soccer Channel, Fox Sports en Espanol, National Geographic Channel
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Digital Partners – approx 119 Million Impressions to Date to promote the campaign – YouTube, Facebook, Twitter, HBO.com, HULU, Brightroll, VideoEgg, MySpace, Fader, Funny or Die, Huffington Post, Salon.com, Daily Beast, Gawker, NYPost.com, MTV Networks, NY Observer, USAToday.com, Instyle.com, Essence.com, SI.com, The Week
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Print Partners– 115 Million Impressions to Date – NY Times, The NY Post, Washington Post, Time, People, Entertainment Weekly, New Yorker, New York Observer, Rolling Stone, LA Times, USA Today
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OOH – 46 Million Impressions to Date – NBC Taxi’s (NYC), 1,000 Movie Theatres, Outdoor Billboards, Captivate Elevators, Arthouse
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(RED) Properties – 70 Million Impressions to Date - Joinred.com, (RED) Email Database, Blog, FB, Twitter
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(RED) Proud Partners - 47 Million Impressions to Date – Nike, Starbucks, Dell, Gap, Bugaboo, Converse, Emporio Armani, Beats, Penguin, Timbuk2, Girl
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Partner Organizations– 34 Million Impressions to Date – The Global Fund, UNF, ONE, Gates Foundation, charity: water
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Celebrities and Friends of (RED)- 19 Million Impressions to Date – eg: Christy Turlington, Jonas Brothers, Gwen Stefani etc…
ACTIVATION OF TV MEDIA PARNTERS Media friends of (RED): FOX, ABC, CBS and many more delivered over 422 Million FREE Impressions to The Lazarus Effect to date, and the campaign continues to run on over 10 top TV networks
ACTIVATION OF DIGITAL MEDIA PARNTERS (RED) Media partners including MySpace Brightroll, Ooyala, MySpace, Hulu, Facebook, Apple app store and many more delivered approx. 119 Million FREE Impressions to The Lazarus Effect campaign
ACTIVATION OF PRINT MEDIA PARNTERS Friends of (RED) NY Times, People, Washington Post and many more delivered over 115 Million Impressions to The Lazarus Effect
ACTIVATION OF OUTDOOR MEDIA PARNTERS Friends of (RED) NBC Everywhere (Taxi’s), Cinemedia (Theatres), CBS Outdoor (Billboards) and Captivate Network (Elevators) delivered over 46 Million Impressions to The Lazarus Effect
ACTIVATION OF (RED)’s OWN PROPERTIES AND NETWORKS (JOINRED) Via Email, Facebook, Twitter, MySpace, and the (RED) blog we help spread the word generating over 70 Million Impressions to The Lazarus Effect With HBO (RED) created a dedicated tab on our Facebook page prompting people to view & share
ACTIVATION OF (RED)’s PROUD PARTNERS (RED) Partners delivered over 47 Million Impressions to The Lazarus Effect
ACTIVATION OF (RED)’s PARTNER ORGANIZATIONS Friends of (RED) including ONE, The Global Fund, The United Nations Foundation and many more delivered over 34 Million Impressions to The Lazarus Effect Friends of (RED) Friend ONE ONE ONE ONE ONE The Gates Foundation The Gates Foundation United Nations Foundation United Nations Foundation United Nations Foundation United Nations Foundation UN AIDS UN AIDS The Global Fund The Global Fund The Global Fund The Global Fund Born HIV Free Born HIV Free Charity Water Charity Water NASDAQ HBO HBO HBO Google Google Twitter Biz Stone Huffington Post Randi Zuckerberg The Fader The Fader East Village Radio In Sound Suite 903 The Fader The Tripwire Thrillist YouTube YouTube Live Stream Live Stream Live Stream Mashable Mashable Mashable Elizabeth Gore
Channel Facebook Twitter Blog Website Email Facebook Twitter Facebook Twitter Website Email Twitter Facebook Facebook Twitter Website Email Facebook Twitter Facebook Twitter Twitter Facebook Twitter Email Facebook Twitter Twitter Twitter Twitter Facebook Facebook Twitter Website Website Website Website Website Email Facebook Twitter Twitter Facebook Website Facebook Twitter Website Facebook
Larry King Live (Hayden Christensen Blog) Website Dazed and Confused Magazine Facebook Dazed and Confused Magazine Twitter Save The Children Facebook Save The Children Twitter Health Connections International Facebook VideoEgg Facebook VideoEgg Twitter TOTAL FRIENDS OF (RED) IMPRESSIONS
# of Posts 3 4 6 NA 1 3 5 6 6 NA 1 1 1 1 2 NA
# of Fans
3 4 1 1 2 2 16 1 1 1 1 1 1 1 2 2 NA NA NA NA NA 11 2 2 5 2 NA 1 1 1 4
125,036 434,545 NA NA 2,000,000 71,592 388,865 12,319 6,047 NA 70,000 4,611 7,414 5,959 2,389 NA NA 4,571 409 52,215 1,311,570 930 287,666 22,218 2,000,000 1,280,874 2,254,387 3,220,492 1,643,694 591,730 143,846 5,093 18,793 NA NA NA NA NA NA 5,139,464 265,249 23,685 5,742 NA 199,317 2,013,104 NA 1,485
NA 2 2 2 2 2 1 1
NA 45,478 97,353 71,664 60,266 635 341 2,532
Total Impressions 375,108 1,738,180 8,527 14,212 2,000,000 214,776 1,944,325 73,914 36,282 2,183 70,000 4,611 7,414 5,959 4,778 2,183 13,713 1,636 52,215 1,311,570 1,860 575,332 355,488 2,000,000 1,280,874 2,254,387 3,220,492 1,643,694 591,730 143,846 10,186 37,586 1,447 11,832 627 24,293 3,746 976,000 10,278,928 530,498 118,425 11,484 146,406 199,317 2,013,104 92,204 5,940 3,712 90,956 194,706 143,328 120,532 1,270 341 2,532 34,968,689
ACTIVATION OF (RED) CELEBRITIES AND INFLUENCERS Celebrities who support (RED) delivered over 19 Million Impressions to The Lazarus Effect Celebrities Celebrity Gabourey Sidibe Jonas Brothers Nick Jonas Michelle Rodriguez Michelle Rodriguez Michelle Rodriguez Michelle Rodriguez Common Common Common Julia Louis Dreyfus Malaak Compton Rock Christy Turlington Tanika Ray Gwen Stefani No Doubt No Doubt Ludacris Coldplay Coldplay Iman Cosmetics Beauty is Diverse Iman Cosmetics Beauty is Diverse Penelope Cruz Annie Lennox Annie Lennox Hayden Christense Orlando Bloom TOTAL CELEBRITY IMPRESSIONS
Channel Facebook Twitter Twitter Facebook YouTube MySpace Website Facebook Twitter Blog Facebook Twitter Twitter Twitter Facebook Facebook Twitter Twitter Facebook Twitter Twitter Twitter Facebook Facebook Twitter Facebook Twitter Twitter Twitter
# of Posts # of Fans 2 2 1 2 1 1 NA 2 3 NA 1 2 2 14 2 2 1 1 2 1 7 8 5 4 1 3 1 5 4
18,989 1,726,043 1,368 80,799 15,593 96,948 NA 260,014 157,628 NA 6,838 4,403 1,954 2,056 1,218,155 365,662 32,516 452,686 4,061,719 2,790,203 1,214 168 6,919 1,176 1,016 137,143 12,898 2,641 798
Total Impressions 37,978 3,452,086 1,368 161,598 15,593 96,948 566 520,028 472,884 204 6,838 8,806 3,908 28,784 2,436,310 731,324 32,516 452,686 8,123,438 2,790,203 8,498 1,344 34,595 4,704 1,016 411,429 12,898 13,205 3,192 19,864,947
ACTIVATION OF (RED) CELEBRITIES AND INFLUENCERS Celebrities who support (RED) delivered over 19 Million Impressions to The Lazarus Effect
ACTIVATION - PR STRATEGIC MEDIA PARTNERSHIPS REACH FAR AND WIDE JONATHAN ROSS WITH GABOUREY SIDIBE, London, May 2010 5 million global views
STERN, Germany, June 2010 7.5 million readers
THE TODAY SHOW WITH KERRY WASHINGTON, New York, May 2010 Over 5 million viewers
VANITY FAIR, Italy, June 2010 Circulation - 270,000
CORRIERE DELLA SERA, Italy, June, 2010 Circulation - 686,813
ETHNOS MAGAZINE, Greece, June 2010 Circulation - 44,899
GRAZIA, Australia, June 2010 Circulation - 66,102
EL MUNDO, Spain, June 2010 Circulation - 320,000
THE LAZARUS EFFECT CAMPAIGN Success – (RED) generated over 800 Million FREE media impressions of The Lazarus Effect Campaign film and PSA campaign through partnerships, donated media, and the (RED) network of friends and partners – The media that was secured for the Lazarus Effect campaign by (RED) generated a 9:1 return on investment – (RED) generated over 1.5 Billion total impressions around the Lazarus Effect Campaign including 715 Million in PR impressions and over 800 Million in free media impressions – The Lazarus Effect Film has been viewed over 1 Million times in just over 3 months – Ultimately, awareness of (RED), our mission and our partners grew exponentially as a result of the media we were able to garner