presentation outline
A note from the presenters: Most of our presentation slides simply feature images. In order to provide you with a more detailed description of our campaign, we have created this presentation outline, featuring all images from slides, in addition to details about all aspects of our campaign.
If you’re a runner, you know that the first mile and a half is always the hardest. It hurts, you haven’t figured out your rhythm yet, and you’re doubting that you’re going to be able to run as far as you intended. But around that two-mile mark, something happens. You get your second wind. You have figured out your rhythm, it doesn’t hurt anymore, and now you have the motivation and confidence that you need to push through and finish the race. We want this organization to represent the 2nd Wind for asthmatic kids. They’ve been through the struggle, they’ve been lost, trying to figure out how to handle this. But once they identify and tackle their triggers, know their action plan, and know that they can lead a happy, normal life, they’ll get their second wind and be able to breathe free.
Campaign Message & Objectives
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About breathe Free
In an effort to spend more time emphasizing creative materials and event details, this information will be covered only briefly in the campaign presentation, but we wanted to give it to you in a more detailed format here.
Campaign Overall Objective The overall campaign objective is to educate children, their parents, and the community as a whole about asthma so that everyone may breathe free. It starts with educating the diagnosed child about how to effectively live with asthma and prevent any complications or flare-ups throughout their normal lives. Children are very smart. Once they are taught what triggers or symptoms to look for, they will understand what causes issues with their asthma. The next step is to educate the parents of the diagnosed children. Children may not always be able to control their triggers and will need the help of their parents to provide them with the proper medicine and care. It will also be the parents’ responsibility to make sure their child is living within a safe environment and to be certain they have gotten rid of any and all possible triggers around the house. The last goal of the campaign is to educate the general public about the symptoms and severity of asthma so that they may also understand those affected by the disease. This awareness could even give someone the knowledge and courage to help a person who is having an attack and may not be able to help themselves at the moment.
Strategy To achieve these objectives, we will start by providing materials for the diagnosed children and their parents. We want to engage with the community in a way that not only makes everyone more aware of the disease, but also creates a hunger to get involved and support those afflicted by asthma in the Springfield area. We want to create educational materials that will be easy to understand, and that will not be thrown away immediately after leaving the doctor’s office. To engage the community effectively we feel as though people need to see, hear, and even feel the stories of these local children and what they must endure because of their complications with asthma. The best way to get the community of Springfield involved is to show them on a personal level how asthma is affecting everyone. We feel the best way to do this is to bring everyone together for an event that is fun, educational, and inspirational. To accomplish this, we want children with asthma to participate in a fun event where they can interact and learn with healthcare professionals and the caring individuals of Springfield. We also want to urge parents to connect with us via social media. Not only will this continue our community interaction, but it will provide parents with more information about how they can treat asthma and help their child breathe free.
Problem The biggest problem we are facing is that people do not truly understand what asthma is and how dangerous it can be. This especially holds true for children. They have no idea what is going on until an attack occurs and they must seek medical attention. Once they find out they have asthma, it is up to them to learn how to cope and live a full life. Their parents also need to help them, but without the proper education about asthma they may not be able to do so as much as is necessary. Furthermore, some parents need more than just asthma education. Some parents need a full blown wake-up call before their child is seriously hurt.
Target Market We are targeting the children first and foremost. When a child is diagnosed with asthma they become their own best line of defense against an attack. With proper training and education, they can find out what their triggers are and how to effectively take care of them. This is an immense amount of pressure for a young child to handle and they will most certainly need the help of their parents. These parents need to understand asthma and become experts. They need to put their child in the best possible situation to succeed and sometimes that is a tough realization for a parent because they may have to make drastic lifestyle changes. To help cope with these issues we look to also form a stronger sense of asthma awareness for the general public. Asthma has become an afterthought and deserves to be in the spotlight. The more our community knows about asthma, the easier it will be for all of us to Breathe Free. primary target : Children ages 5–10 years old secondary Targets: Parents of children who may have asthma; general public
target profile : Little Wheezy Nicholas Meet little Nicholas. He is six years old and lives right here in Springfield. He lives with his parents, but both of them work blue collar jobs and do not always have a lot of time to spend with Nicholas. Nicholas loves to play outside with his friends. His favorite pastime is soccer. He is pretty good but often has trouble keeping up with the other kids. He is a very competitive little guy, and always tells himself he needs to work harder. He was playing soccer when he had his first severe asthma attack. He had no idea what was happening to him; he was just trying to win the game. As he dribbled down the field, he saw the goal and knew the only thing stopping him from scoring was the goalie. While running at full speed, his chest began to tighten. He just fought through it. Even though his adrenaline was pumping, he began to slow down and became short of breath. Though the thought of victory drove him forward, his view of the goalie became hazy distorted. He pushed himself harder, only to slip deeper into unconsciousness as though he was trapped in quicksand. His whole world slowed down and his wheezing and coughing took over his body until he collapsed on the field. Nicholas awoke in a hospital bed to learn he had had an asthma attack. He was given a crash course in asthma along with his parents. They received a lengthy lesson and a pile of educational materials that were very hard to follow and read. Nick’s parents were just as confused as he was as they left. No one in the family was truly prepared to make the necessary life changes to help Nicholas with his asthma. He has been back to the hospital three times this last year for severe asthma attacks. With the proper resources that are more userfriendly these repeat visits can hopefully be drastically reduced.
To satisfy our goal of helping kids and parents manage the disease with effective educational materials, we’ve created a fun and animated “Clear the Air” series.
learn your triggers poster This fun poster aims to make triggers more memorable and approachable to kids.
action plan materials
In order to make the stoplight system more memorable for kids, we created a three-word phrase to pair with the stoplight system: Prevent, Breathe, Call – representing what the patient needs to do in each zone, in an easy-to-remember format.
The action plan will be given to patients in the form of sticker sheets, along with trigger stickers. Kids can use these to decorate anything that they keep with them in school or day-care, for instance pencil boxes or school notebooks. They can also be given to teachers and school nurses, and kept in children’s files.
Children are encouraged to create an asthma box containing all of their asthma medications. They can stick their action plan on top, so kids, parents, and babysitters have everything in one easy place. The fun stickers encourage kids to make their asthma their own. This way, they can own and embrace their asthma, and not ignore it or be frightened by it. The action plan will also be given out in a patch format that can be ironed or sewn onto the insides of jackets or the backs of backpacks, which they can take with them to school, play-dates, sleep-overs, etc. To go along with this, we also created a second educational poster that can be hung up in school nurses’ offices, or printed out by patients and hung up in their bedrooms.
ASTHMA EDUCATION BOOK
Often times, the child’s own knowledge is their best defense against asthma. There are many different triggers and causes for an asthma attack. Children know themselves best and with a little help they can learn the proper steps to prevent any complications with their asthma. We wanted to create a fun and educational book that consolidates all the important information into one easy-to-read book for each child to take home. The book will be full of visuals to aid the child’s—and the parent’s— understanding. By having a tangible book with consolidated resources, children will be more likely to keep the book safe and actually read through all the material. Even the parents will be able to use this book as a reference to help understand what their child is going through and how to protect them from any major or minor complications with their asthma. This book is a compilation and simplification of existing Mercy materials given to kids and parents after they visit the doctor.
send-home asthma kit
We recommend sending home these asthma materials with kids after they meet with their doctor. Kids often get sent home with inhaler samples and information, and we recommend packaging it together in a bag: medication samples, directions, action plans, educational activity book, and an invitation to Breathe Free in the months leading up to the event.
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INTRODUCTION
UNDERSTAND THE ANATOMY
WHAT IS ASTHMA Asthma is a chronic disease that affects the airways within the lungs. It cannot be cured, but it can be controlled with proper, long-‐term treatment. People with asthma have: • •
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What happens during normal breathing? When we breathe in, air enters through the nose and mouth. It moves down the breathing tube through tiny airways and into air sacs called alveolus. When we breathe out, air leaves our lungs in the reverse order.
Super-‐sensitive airways that become inflamed and swollen. Airways react to certain triggers such as a cold or being exposed to cigarette smoke, pollen, pet dander, exercise or cold air. Airways that sometimes become narrow and blocked that ultimately causes wheezing, coughing, and/or difficulty breathing.
It’s important to emphasize that proper treatment can prevent or reverse asthma symptoms. Even mild symptoms of asthma can be treated to prevent them
During an asthma attack, changes in the bronchus and bronchioles block the flow of air, making it harder to breathe.
TEACHING ABOUT ASTHMA Asthma education needs to start with children first. Young children have a natural curiosity about the body — what’s inside and how it works. Our asthma lesson plan provides an exciting, educational, and creative study about asthma and answers to many of their questions. Because proper treatment and trigger awareness is important, we recommend incorporating these interactive asthma education plans in elementary classrooms.
What happens during an asthma attack? • • •
Asthma is the most common chronic childhood illness in this country. Not to mention, asthma is also the number one reason for school absences. Children with asthma often don’t feel well and or cannot concentrate to fully participate in normal activities such as gym classes and recess.
The lining of the breathing tube become swollen and inflamed. The lungs produce a thick mucus. The muscles around the bronchioles tighten
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HANDS-‐ON A CTIVITES
HANDS-‐ON A CTIVITES
EXPERIMENT #1: Experiment #1:
EXPERIMENT #2:
Making Lung “Mucus”: What you will n eed: • • •
Water White Glue (like Elmer’s) Powdered Borax
Breathing Through Straws: Distribute a drinking straw to each student. Ask the students to inhale and exhale through the straw. A sk, “Was that easy or hard?”
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Instructions: 1. 2. 3.
Mix 1 teaspoon of borax in 1 cup of w ater. Stir until borax is dissolved In a separate container, mix ½ cup (4 oz) white glue with ½ cup of w ater. Add food coloring if desired. Combine the two solutions. Mix then remove from bowl to finish mixing it w ith hands. It’s okay if there is some excess water in
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Discuss the reasons why it was harder to breathe through the pinched straw. Tell students that people with asthma have difficulty breathing that feels similar to what the class has just experienced.
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Have students pinch the straw and inhale and exhale through the pinched straw. Ask, “Did that m ake breathing easier or harder?”
Write the word “asthma” on the board. Ask, “Who knows what asthma is?” Encourage students to talk about what they have heard and what they know about asthma.
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To support research done for the selected target market age group, we chose to connect with children at an academic level. We are reaching out to select schools in the Springfield area and providing an inclusive educational lesson plan for teachers to implement into their science classes. The lesson plan covers basic facts and knowledge about asthma, explains the different types of triggers, and also incorporates some hands-on activities. These activities will give students a surface understanding of asthma and what it does to the body. It is important for children to learn early the effects of asthma on the lungs, not to mention, reiterating the severity of this disease.
After meeting with our client and talking to those in our group who have asthma, we realized that many people, including some parents, just DO NOT understand the severity of asthma. Many times, when a child complains about asthma symptoms, people do not understand what is happening because they are not familiar enough with asthma and how it effects the body. We want parents to see our billboards and posters and really grasp the potential dangers of asthma. They need to know that it is deadly and that there is no cure. Yet they should also realize that the symptoms and attacks are preventable if the proper precautions are taken. We also want parents to realize that their actions affect their kids’ health. Smoking, pets, or having a house full of dust and mold can be deadly to an asthmatic. It is shameful to allow them to live in an environment in which they cannot catch their breath. Once everyone is well educated, the community as a whole will be able to better help those affected by asthma. We do want most of our materials to be kid-friendly, but we do have to have some materials targeted specifically to the parents to make sure they grasp the gravity of their kids’ situation.
ASTHMA KILLS H E L P YO U R C HILD BR E AT H E F R E E
We contacted Charlotte McCoy, Marketing & Special Events Director at the Discovery Center. We have been working with her and getting feedback throughout the project, and have all toured the Discovery Center with her to map out the Breathe Free event. She is ready to work with Mercy; here is her contact information, should you decide to continue with this event. Charlotte McCoy Marketing/Special Events Director Discovery Center of Springfield 438 E. St. Louis St. Springfield, MOÂ 65806 417-862-9910 Ext 713
2nd Wind presents Breathe Free at the Discovery Center! This will be a Free Day at the Discovery Center, focused on asthma awareness. The Discovery Center has been open since 1998 and has hosted many community events for Springfield over the years. The Discovery Center has worked with Mercy in the past and has many contacts with local businesses that could aid in sponsors for the event. Overall, this location is ideal for an event such as this because it provides plenty of space with a central location. There are many hands-on activities for kids and parents alike. There will be special activities that focus on asthma education with a fun twist. Mercy staff in attendance to help educate the community even further. We carefully researched asthma camps and the activities they feature there, and strove to bring asthma camp to the kids in the Springfield area.
activity outline Entire complex Trigger Detective Hunt Children are free to take advantage of the Discovery Center free day and explore the entire building. Asthma activity stations will be set up in corresponding areas throughout the center, and when kids stop and complete the activity, they will get a trigger stamp in their detective notebook. When they’ve completed their journey and collected all the trigger clues, they get a prize: a takehome make-your-own mucus kit!
Wonderland Explore Gallery Bronchial Binoculars
gallery a photo booth
This will give children the opportunity to explore what their lungs look like. It will show the difference between lungs before and after an asthma attack.
Kids will stop and take fun photos with common asthma triggers, which they can collect at the end of the trigger hunt and take home to hang on their refrigerator or in their room.
Instructions: • Decorate two cardboard tubes to resemble bronchial tubes. • Place rubber bands around the paper tube to simulate the muscle bands. • Put foam rubber or cotton balls inside the tubes to represent inflammation.
Body Works Area Anatomy Activity - Make your own mucus Children will make their own mucus with a special recipe to learn about the effects of mucus buildup Recipe: 1 cup water 2 cups cornstarch Food coloring (your choice: yellow or green) Procedure: Step 1: Pour cornstarch into a bowl. Step 2: Slowly add water a little at a time, and mix it with your fingers until it’s smooth. Step 3: Add just a few drops of food coloring to add real slime appeal. Step 4: The mixture will appear solid at the end. Pick it up and let it ooze!
auditorium coloring area Children can color and complete education asthma activity sheets. Each child will get a stamp after completing each activity
Body Works Area scale model of the lung Children see how a lungs work inside their body!
Discovery Town Peak Flow Test Mercy Hospital will provide.
classroom by the worldwise gallery Helping Hands This exercise illustrates the abilities one has to help oneself as well as others. By putting his or her actions into words and images the actions identified are reinforced. Instructions: • Group members trace their hand outline on paper with markers. • Inside the hand, write or draw positive things they do to help themselves with asthma. • Outside the hand, write or draw the helpful things they do for others. • Drawings are shared and discussed by the group.
classroom by the worldwise gallery Dear Family Participants are encouraged to ask for what they need from their family in effort to help them better manage their asthma. Instructions: Group members will write a letter to their family and ask for what they need in terms of helping them better manage their asthma. For example: Be calm when my asthma worsens Let me try normal activities
event map
event itinerary and details Discovery Center hours of operation: 9AM-6PM 9AM Host makes small speech regarding asthma and balloon release 9:10 Balloon release 11:30 and 3:30 Workshops 10:30, 12:30, 2:30 and 5:00 Make Your Own Mucus Instructions and ingredients will be available to hand out for children who don’t attend the workshop Children attending Breathe Free at the Discovery Center will become “Asthma Detectives” upon entering the event. At the door, they will be given a detective badge and detective’s notebook. Each asthma display they stop at will have a picture representing an asthma trigger. They are to complete each task in an attempt to unlock the secrets of asthma and discover how it can be controlled. Each station will have a stamp with an image representing the trigger that will be added to their notebook. Once all clues have been found, they will receive a prize.
First Floor Explore This is the first exhibit where you can dig for dinosaur bones, observe a wind tunnel or lay on a bed of nails. Bronchial Binoculars will be displayed here.
Second Floor Gallery A Our photo booth will be set up in this room so kids can remember the event! Auditorium There will be tables set up with coloring and activity pages related to asthma for the kids to color. Phenomena Gallery This is one of the most popular areas of the museum. The Van de Graff Generator makes your hair go crazy. The exploratory lab, where science demonstrations happen, is also in this area. This will be the perfect location for the hands-on Make Your Own Mucus workshop. This will help them children learn about the effects of mucus buildup in the lungs caused by asthma.
Third Floor Bodyworks These health-related displays explore the human body. This area will be the perfect place for the lung models, giving kids a chance to learn how lungs work. Discovery Town This area is designed to look like a city street. It has a Mama Jeans grocery store along with a mini TV studio. This is where we will set up a mock doctor’s office that offers a Peak Flow test.
Fourth Floor Classroom This classroom will be a dedicated area children who have been diagnosed with asthma. We will hold our Helping Hands and Dear Family workshops here. Helping Hands- This exercise illustrates the abilities one has to help oneself as well as others. By putting his or her actions into words and images the actions identified and are reinforced. They will be displayed for other children to read and learn from. Dear Family- Participants are encouraged to ask for what they need from their family by writing a letter or drawing a picture in order to help them better manage their asthma. This will provide a safe environment where the children can communicate with their family openly about some of the action they may be taking that aggravate their asthma.
Kis will be given this “Detective’s Notebook,” where they can collect trigger stamp “clues” as they discover how to take care of asthma.
event t-shirt We wanted to create a shirt that kids would want to wear, so the Breathe Free T-Shirt features a fun illustration of your lungs “taking care� of each other. This plays into the Kids Education Campaign: Clear the Air. Take Care of Asthma. Kids are encouraged to take care of their asthma and work to remove the worry from their lives. Event sponsors will be featured on the shirt back.
additional materials Invitations to Breathe Free at the Discovery Center will be sent out to kids at school. It is important that we reach kids in school. Many children in our target market do not have parents who are heavily involved in the community, so this will likely be the only way they can find out about Breathe Free at the Discovery Center. The invitation is designed to make kids feel special, like they are receiving an invitation to a birthday party. Kids will respond better to this than a regular flyer. This invitation will also be sent out in a digital form via Facebook.
In addition to key influencers, balloons will be available at grocery stores and pharmacies around the Springfield area. Upon checkout, customers will be asked if they would like to pay $1 to sponsor a balloon and support the fight against asthma. If they donate, they will receive a balloon with instructions on how to the participate in the campaign. People may also simply participate in the campaign using balloons they may already have at home.
We planned a strong Facebook platform to tie together our educational materials, signs and severity awareness, and to promote the event
Facebook Organizational About Description
additional facebook images We created a series of signs that can be rotated, creating more dynamic Facebook page.
facebook post series
kid quotes These posts will feature kids’ stories in the Springfield community, highlighting their story and how they have managed to take care of their asthma.
#triggertips Trigger Tips highlight certain triggers, and give parents and kids alike tips on how they can tackle that trigger. We aim to turn the Facebook page into a go-to resource in learning how to manage asthma.
Facebook is a great place to not only share our campaign, but to connect the community, and continue kids and parent’s asthma education through Breathe Free resources and beyond. To do this, we’ve created four series that can be posted on the 2nd Wind page and continued indefinitely.
#breathefree We will feature people throughout the Springfield area participating in our #BreatheFree campaign. Key influencers, kids, parents, teachers... everyone should participate.
keep learning! There are dozens of fun resources online for kids with asthma, many featuring games and fun activities. We plan to share these links, to continue kids’ learning experience through resources like BrainPOP.
social media buzz One out of four kids with asthma can’t blow up a balloon on their own, so people in our community will be encouraged to Breathe Free for someone with asthma. They will blow up a balloon and write #BreatheFree on the balloon, along with the name of someone they know with asthma. Balloons will be sent out to key influencers in the Springfield community, such as Louie from the Springfield Cardinals, Clif Smart, President of Missouri State, dan steward, Creative Director of Deep Group, and Lisa Rose of KY3. They will simply be asked to blow up the balloon, tag it, and then post a photo or video to Facebook, Twitter, Instagram, or Vine. In addition, they are encouraged to tag others they would like to see participate in the campaign. Included with the balloon will be a press release explaining the Breathe Free campaign.
press release: #breathefree Press releases will be sent out to the media and businesses around Springfield, asking them to sponsor a cluster of balloons. If they participate, they will appear on the back of the event t-shirt.
SPRINGFIELD, MO.— The Missouri State University Creative Advertising class has partnered with Springfield’s Mercy Respiratory Department to develop an educational campaign for pediatric asthma awareness and care control. 1 out of 4 children cannot blow up a balloon by themselves. To ensure we make a lasting impact, we are asking key influencers in the Springfield area to “Breathe Free for Asthma”. This is what you can do: • • • •
Blow up the balloon we provided. Write #BreatheFree and the name of the asthmatic you are dedicating it to (for example, #BreatheFree Lexi) or a personal message of your own on the balloon. Take a picture or video of yourself with the balloon. E-‐mail the picture or video to Marisa Farris at mjf6@live.missouristate.edu.
Once this idea is approved by Mercy, these pictures and videos will kick-‐start our social media campaign. At the peak of this campaign, we will set 3,285 balloons free into the air. This number represents the approximate number of children who pass away each year in the United States due to complications with asthma. That is 9 children a day. There is no cure for asthma, and many people underestimate the emotional, economical, and physical impact this disease can leave on families. Over 25 million Americans suffer from asthma and 6.8 million of them are children. Asthma is the most common chronic childhood disease and is also the number one cause for school absenteeism. The Creative Advertising classes are challenged to create a campaign that captures the emotional impact and showcases the severity of asthma in children. These balloons represent the struggle that asthmatic children deal with every day. Education and awareness is the first step to giving these kids a fulfilled life. Once they know their triggers, learn their action plan, and understand that they can live as normal, happy kids, they can “Breathe Free.”
press release: event
Springfield, MO- Mercy Hospital Respiratory Department and 2nd Wind Asthma Education announce “Breathe Free”, an event for childhood asthma awareness in the Springfield community. 2nd Wind has partnered with The Discovery Center, an interactive learning center for children, to create an educational exhibit showcasing asthma’s effects on the human body. Children will have the opportunity to learn and explore the museum and participate in a multitude of different activities. A full itinerary is attached to this release. The exhibition will open with a balloon release of over 3,200 balloons. These balloons will represent the many children that die from asthma related complications, approximately 9 every day. .
There is no cure for asthma, and many people underestimate the emotional, economical, and physical impact this disease can leave on families. Over 25 million Americans suffer from asthma and 6.8 million of them are children. To ensure the severity of this disease is communicated, we are asking for help from the Springfield community.
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One out of four kids with asthma cannot blow up a balloon on their own. 2 nd Wind is asking the community to “Breathe Free” for someone with asthma. Please blow up a rubber balloon, dedicate the balloon to someone with asthma by writing #BreatheFree and the name of that person, and then post a picture of yourself with the balloon on social media.
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Spreading awareness about the struggle asthmatic children deal with everyday is our main objective. Once children with asthma can understand their triggers, learn their action plan, and recognize that they can live as normal, happy kids, they can release their symbolic balloon and “Breathe Free.”
EVENT ITINERARY The overall theme of the event will be “Asthma Detectives.” At the door they will be given a detective badge and detective notebook. Every asthma display they will stop at will have a picture representing an asthma trigger. The kids are to hunt down all of the triggers. They will get a stamp of the trigger at each station. Once all of the clues have been found, they will receive a prize. SCHEDULE OF EVENTS Discovery center hours of operation: 9AM-6PM 9AM Host makes small speech regarding asthma and the balloon release. 9:10 Balloon Release 11:30 and 3:30 Workshops 10:30, 12:30, 2:30 and 5:00 Make Your Own Mucus workshop. Instructions and ingredients will be available to hand out for children who don’t attend the workshop DISCOVERY CENTER LAYOUT WONDERLAND EXPLORE GALLERY This is an area where kids can dig for dinosaur bones, observe a wind tunnel or lay on a bed of nails. The Bronchial Binoculars activity will be displayed here. This will give children the opportunity to explore what their lungs look like. It will show the difference between lungs before and after an asthma attack. GALLERY A Our photo booth will be set up in this room so children can take photos to remember the event. AUDITORIUM There will be tables set up with coloring and activity pages related to asthma. PHENOMENA GALLERY This is one of the most popular areas of the museum. The Van de Graff Generator makes your hair go crazy. The exploratory lab, where science demonstrations happen, is also in this area. This will be the perfect location for the hands-on Make Your Own Mucus workshop. This will help the children learn about the effects of mucus buildup in the lungs caused by asthma. BODY WORKS These health-related displays explore the human body. This area will be the perfect place for the lung models, giving kids a chance to learn how lungs work. DISCOVERY TOWN
This area is designed to look like a city street. It has a Mama Jeans grocery store along with a mini TV studio. This will be the perfect place to set a mock doctor’s office that offers a Peak Flow test. FOURTH FLOOR CLASSROOM This classroom will be a dedicated area children who have been diagnosed with asthma. We will hold our Helping Hands and Dear Family workshops here. The Helping Hands exercise illustrates the abilities one has to help oneself as well as others. By putting his or her actions into words and images the actions identified and are reinforced. They will be displayed for other children to read and learn from. In the Dear Family workshop, participants are encouraged to ask for what they need from their family by writing a letter or drawing a picture in order to help them better manage their asthma. This will provide a safe environment where the children can communicate with their family openly about some of their actions that aggravate their asthma.
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city signs On the Thursday before the event, clusters of balloons will be placed in strategic locations around Springfield. Low-cost yard signs will accompany each cluster in series of four. These signs will attract attention with their vivid colors and encourage passersby to attend the Breathe Free event, text a number to sponsor a balloon and donate $1, or simply to visit 2nd Wind’s Facebook page. The balloons will be in clusters of nine, representing the nine people who die a day from asthma, They will be red—a fun little reference to a cluster of alveoli. These signs will be placed at busy intersections and high-pedestrian areas such as the Park Central Square downtown and the MSU, Drury, and Evangel campuses. More importantly, the signs will be placed in the CAR LINES AT SCHOOLS where parents wait to pick up their kids and will have time to read and respond to the messages.
sign locations 1. Battlefield Mall Inside Main Building 2 Corner of S Glenstone and E Primrose 3. HyVee Corner of W Battlefield and S Kansas Expressway 4. Corner of E Battlefield and S Campbell 5. Mercy Urgent Care S National 6. Corner of S Kansas Expressway and W Rebpulic
1. MSU Campus Corner of E Grand and S National 2 Corner of S Glenstone and E Sunshine 3. Corner of S. National and E Sunshine 4. Corner of S Kansas Expressway and E Sunshine 5. Downtown Square South St 6. Discovery Center E. McDaniel 7. OTC Corner of E Chestnut and N National 8. Bass Pro Corner of S Campbell and E Sunshine
Bingham Elementary School 2126 Cherry, Springfield, MO 65802
Jeffries Elementary School 4051 S Scenic, Springfield, MO 65807
Sunshine Elementary School 421 E Sunshine, Springfield, MO 65807
Bissett Elementary School 3014 W Calhoun, Springfield, MO 65802
Mark Twain Elementary School 2352 S Weaver, Springfield, MO 65807
Truman Elementary School 3850 N Farm Rd 159, Springfield, MO 65803
Bowerman Elementary School 2148 N Douglas, Springfield, MO 65803
Mcbride Elementary School 5005 S Farm Rd 135, Springfield, MO 65810
Walt Disney Elementary School 4100 S Fremont, Springfield, MO 65804
Boyd Elementary School 1409 Washington, Springfield, MO 65802
Mcgregor Elementary School 1221 W Madison, Springfield, MO 65806
Watkins Elementary School 732 W Talmage, Springfield, MO 65803
Campbell Elementary School 506 S Grant, Springfield, MO 65806
Pershing Elementary School 2120 Ventura, Springfield, MO 65804
Weaver Elementary School 1461 N Douglas, Springfield, MO 65802
Cowden Elementary School 2927 S Kimbrough, Springfield, MO 65807
Pittman Elementary School 2934 E Bennett, Springfield, MO 65804
Weller Elementary School 1630 N Weller, Springfield, MO 65803
Delaware Elementary School 1505 S Delaware, Springfield, MO 65804
Pleasant View Elementary School 2210 E State Hwy AA, Springfield, MO 65803
Westport Elementary School 415 S Golden, Springfield, MO 65802
Field Elementary School 2120 Barataria, Springfield, MO 65804
Portland Elementary School 906 W Portland, Springfield, MO 65807
Wilder Elementary School 2526 S Hillsboro, Springfield, MO 65804
Fremont Elementary School 2814 N Fremont, Springfield, MO 65803
Robberson Elementary School 1100 E Kearney, Springfield, MO 65803
Willard Central Elementary School 2625 N Farm Rd 101, Springfield, MO 65802
Gray Elementary School 2102 W Farm Rd 182, Springfield, MO 65810
Rountree Elementary School 1333 E Grand, Springfield, MO 65804
Willard South Elementary School 4151 W Division, Springfield, MO 65802
Hickory Hills Elementary School 3429 E Trafficway, Springfield, MO 65802
Sequiota Elementary School 3414 S Mentor Rd, Springfield, MO 65804
Williams Elementary School 2205 W Kearney, Springfield, MO 65803
Holland Elementary School 2403 S Holland, Springfield, MO 65804
Shady Dell Early Childhood Center School 2757 E Division, Springfield, MO 65803
York Elementary School 2100 Nichols, Springfield, MO 65802
Horace Mann Elementary School 3745 S Broadway, Springfield, MO 65807
Sherwood Elementary School 1813 S Scenic, Springfield, MO 65807
buzz marketing finale Nine people die a day from asthma. This is a devastating and surprising number. Nobody realizes that asthma is this fatal, and they certainly never expect this to happen to their own child. One in four kids with asthma cannot blow up a balloon on their own. We are using these balloons to represent the struggle that asthmatic kids have to deal with every day. Once the child figures out their triggers, their action plan, and the fact that they can live a fulfilled life—once they START living their lives— they can release their balloon and Breathe Free.
3,300 balloons will be released in the Discovery Center parking lot on May 24 as a tangible symbol of how many people are affected by asthma. We’ll be using envioronmentally-friendly balloons with cotton strings that are biodegradable in order to avoid having a negative impact on the community. Event attendees will be able to purchase a balloon sponsorship at the event for $1, and participate in the release.
measurement To measure the effectiveness of 2nd Wind’s Breathe Free campaign, there will be a few key determinants. 2nd Wind Social Media engagement Our plan focuses on community engagement and education. We are planning on using social media as a hub for interaction, education, and awareness. Given Springfield’s population size we believe 2000 likes and follows by the time of our Breathe Free at the Discovery Center is a very obtainable goal. Breathe Free event attendance at the Discovery Center The maximum capacity for the Discovery Center is 1500-2000. We would love to attract that kind of crowd. Along with students, we will be reaching out to local sponsors, Mercy staff members, and the general public to come and Breathe Free for asthma. number of balloon sponsorships & money raised To raise funds, we are asking people to sponsor balloons for $1 a piece. Because our goal is to have at least 3,285 balloons sponsored for the balloon release, we should be able to RAISE AT LEAST 3000 DOLLARS to help send kids to a fun asthma summer camp. effectiveness of new educational materials We will analyze the numbers of repeat visits to the ER compared to previous years. These education and awareness materials should drastically improve the number of children who have severe asthma attacks that need medical attention. With the new resources provided, we can really educate the diagnosed child and parent so they know exactly what they can do to keep asthma from becoming a problem again.
Our goal overall is to decrease the number of ER visits. By the end of 2015, we can look at those numbers and determine this campaign’s success This campaign will obtain the objectives that Mercy tasked us with: 1. Help parents and children control the illness by creating and enhancing educational materials 2. Identify the signs and severity of asthma 3. Create an event to create awareness and raise funds