Creative Brief: PADRES Contra El Cáncer (PADRES)

Background Summary

Organizational Background:

Founded in 1985, PADRES Contra El Cáncer (PADRES)® is a non-profit organization committed to improving the quality of life for children with cancer and their families. PADRES provides FREE programs and services that include bilingual and bicultural health education programs, quality of life activities, and emotional and financial support services.  Seventy percent of the families PADRES serves have an annual income less than $25,000. Today the organization has assisted more than 8,800 childhood cancer patients and 44,000 immediate family members through partnerships with hospitals in California, Nevada, Southern Florida and New York City.

More About PADRES:

• Through partnerships with various hospitals outside of California PADRES is currently providing the following:
  • Nevada – financial support services, celebrity hospital visits and additional support when possible.
  • Southern Florida – translation services, family activities, bilingual health education programs, financial support services and additional support when possible.
  • New York City – financial support services and additional support when possible.
  • For a full list of PADRES’ programs and services – www.IAmHOPE.org
  • PADRES Programs and services benefit childhood cancer patients from all ethnic and economic backgrounds – NO FAMILY IS TURNED AWAY.
  • PADRES serves the entire family from the child’s initial diagnosis to survivorship.
  • PADRES is dedicating research efforts specifically for survivorship care.

National Spokesperson, Eva Longoria:

Eva Longoria has been involved with PADRES since 2003. Her support has given the organization visibility and generated awareness about pediatric cancer. She has lent her time to the organization, by conducting hospital visits, attending family and fundraising events and hosting PADRES’ annual Gala, “El Sueño de ESPERANZA”.

Fast Facts:

• Every 40 min a child in the US is diagnosed with cancer.
• There are 1700 newly diagnosed cases a year in California (ages 0 – 19). 867 of those cases are Hispanic children.
• Children’s Hospital Los Angeles alone has an average of 359 newly diagnosed pediatric cancer cases a year.
• 3 out of 5 children treated for childhood cancer will suffer long-term effects from treatment including loss of hearing and sight, heart disease, secondary cancers, learning disabilities, infertility and more.
• Governments and foundations fund more research for adult cancers than pediatric, yet the average number of years of life lost to cancer is greater in children:

Average age at cancer diagnosis          67    Adults        6 Children

Average # years of life lost to cancer    15  Adults        71 Children

PADRES Marketing and Communications

S.W.O.T

• Strength
  • Reputable non-profit organization that has been operating for over 27 years.
  • Nationally recognized Spokesperson and celebrity ambassadors/supporters.
  • PADRES has contiued growth and recognition.
  • PADRES provides programs and services to families who need the support TODAY.

• Weakness
  • PADRES is not yet a nationally recognized organization.
  • Pediatric cancer is not as popular as other forms of cancer (ie. breast cancer).
  • Majority of charitable contributions focus on giving to a type of cancer research.
  • PADRES has not attempted to fundraise in markets outside of Southern California due to lack of resources.
  • Perceived as an organization that only supports Latino families. Largely due to the name of the organization.

• Opportunity
  • Niche market distinguishes PADRES from it’s competitors.
  • Organization is unique from its competitors.
    • Provide support to children with blood disorders as well as cancer.
    • Programs and services are available to families (members of PADRES) for life.
      • PADRES continues to provide support families whose child is off treatment or has passed.
• Demand for programs and services provide an opportunity for growth.
  • As PADRES partnerships continue to grow, the demand for increase support from PADRES grows – thus the need for additional funding.

• Threats
  • Economy.
  • Charitable fundraising is competative and an oversaturated market.
  • Audience may not be compelled to contribute to the organization.
    • Audience may have the perception that the organization is not in need of funding due to celebrity support.
    • Audience may not want to make a contribution to a “Latino” organization. PADRES serves families of all ethnic backgrounds.

Project Overview

• Project
  • To develop a nationwide fundraising campaign in order to support PADRES’ growth. The need for programs and services is much greater than what PADRES is currently able to provide in other markets (Nevada, Souther Florida and New York City).
  • The campaign should also highlight PADRES’ goal – not only to be fully functional in markets served but also expand to other markets  – PADRES will be a nationwide organization.
  • The campaign must be created while keeping in mind the budget constraints of a non-profit organization.
    • Campaign should be about/include:
      • Brand positioning.
      • PADRES’ mission: “To improve the quality of life for chilren with cancer and their families.”
      • PADRES programs, services and the families we serve.

• Purpose
  • Create nationwide awareness about the organization.
  • Inform the audience that PADRES provides support to children with cancer and their families who are in need NOW.
  • Inform the audience that PADRES is national in scope and willing to serve markets outside of Southern California.
  • Create an opportunity to fundraise in order to support growth and meet the needs of the markets PADRES currently serves.

• National Spokesperson, Eva Longoria
  • PADRES’ National Spokerson is a major asset and component to the organization. However, the goal of this project is to build the campain around the mission of the organization.
  • When creating the campain, please note that if chosen, the use of Eva Longoria’s likeness will require approval from her PR team.

• Goal
  • Create national awareness about PADRES and the issues surrounding childhood cancer.
  • Fundraise in order to support the need for PADRES programs and services in other markets.

• Objectives
  • Create an intergrated marketing campaign in order to achieve a nationwide reach.
    • Broadcast, print, online, social media, PR, promotions/activations etc.
• Inform audience of the the importance and the NEED for funding in order to continue to provide programs and services to children with cancer and their families.
• Inform audience that PADRES serves markets outside of Southern California (Nevada, Southern Florida and New York City).

• Brand
  • Promise/Mission
    • “To improve the quality of life for children with cancer and their families”
• Attributes
  • Supportive.
  • Inspiring.
  • Credible.
• Equity
  • PADRES is known for being a supportive organization that ultimately becomes part of the family.
• Assets
  • Unique logo.
  • Celebrity supporters.

Target Audience

• Target Audience
  • Individuals and/or businesses that are potential donors.

• B2C
  • Primary Audience
    • Male/Female.
    • 25 Yrs. – 45Yrs.
    • Latino.
    • Affluent.
• Secondary Audience
  • Male/Female.
  •  35 Yrs. – 54Yrs.
  • Individual who has experienced cancer – a relative, friend, coworker etc. that has been diagnosed.

• B2B
  • Primary Audience
    • Corporations.
    • Looking to associate brand with cause related organization.
    • Looking to associate brand with Hispanic market.
• Secondary Audience
  • Marketing, advertising agencies.
  • Hispanic.
  • Cause related.

• How Audience Perceives PADRES Today?
  • Non-profit organization associated with Eva Longoria.
  • As an organization that only serves Southern California.
  • Organization that only serves Latino families.

• Why Should the Audience Care?
  • Making a contribution to the Hispanic and pediatric cancer community.
  • Making a difference in the life of an underprivileged child with cancer.
  • Opportunity to associate their brand with a good cause/charity.

• St. Jude Children’s Research Hospital.
• Susan G. Komen.
• Livestrong Foundation.
• Para Los Niños.
• Children’s Hospital Los Angeles.
• Children’s Hospital of Nevada at UMC.
• Miami Children’s Hospital.
• New York Presbyterian Morgan Stanley Children’s Hospital.
• Cancer charities that focus on cancer research.
• Hispanic charities in any market.

Communication Outline

• Tone & Style
  • Tone – formal, soft, warm and positive.
  • Communications should lead the audience to feel emotional about the organization’s mission.
  • Imagery
    • PADRES does not use any images of children who appear to be sick.
    • Children, families, volunteers etc. who are smiling.
    • Brand Guidelines
      • PADRES Contra El Cáncer® (PADRES) – registered trademark must always be used when first mentioned.
      • Cáncer should always have an accent over the “a” when used in the name of the organization.
      • PADRES – should always be capitalized.
      • HOPE / ESPERANZA – must be capitalized.
      • I Am HOPE® / Yo Soy ESPERANZA® – registered trademark must always be used when first mentioned.
      • Where There is Life, There is Always HOPE®/  Donde Hay Vida, Simpre Hay ESPERANZA®
      • Esperanza  – PADRES logo/Mascot
        • Should always be in full color,
        • PADRES Logo.
          • Esperanza standalone must have registered trademark.
            

• Messaging
  • Messaging for the campaign will need to be developed.
  • Should include the following:
    • PADRES tag “Where There is Life, There is Always HOPE ®”
    • PADRES’ message of HOPE.
    • Take – Away
      • The NEED and importance of PADRES programs and services