APPROACH AND METHODOLOGY
The purpose of Trash Cancer is to develop a comprehensive initiative that will educate consumers about cancer-causing carcinogens that can be found in everyday consumer products and teach them how to make safer, healthier choices to reduce exposure to toxins that negatively affect their health and that of their families. Currently there is no single, easy resource for consumers to get information on the carcinogens affecting their lives. In collaboration with trusted content partners such as the Environmental Working Group, Campaign for Safe Cosmetics, Physicians for Social Responsibility (Los Angeles) and Californians for a Healthy & Green Economy, Trash Cancer's mission is to develop a comprehensive educational initiative that is easy to understand and actionable. Through online and offline engagement tools, Trash Cancer will empower Americans, step by step, to make conscious consumer decisions in order to live healthier lives.
With partner Partique.com, an organization that coordinates an event held on one day in hundreds of homes with thousands of guests with the purpose of celebrating a passion, Trash Cancer will organize 250 living room parties twice a year. Attendees will be introduced to the concept of Trash Cancer, the importance of being conscious consumers and will be provided a fun and empowering activity to participate in. On this day, 2,500+ individuals across America will share, learn and advocate for consumer health both at home and online through interactive content and social media. Hosts and attendees will receive a Trash Cancer party package with educational information and giveaways for use at the party and to take home afterward. Along with partner The Good Guide, Cancer Schmancer will launch the TrashCancer.org website where consumers can have easy access to information on the health and safety of thousands of products.
As this campaign grows, Cancer Schmancer envisions Trash Cancer becoming the new 'Earth Day' with national awareness, engagement, and consumer advocacy. Trash Cancer will focus on delivering effective tools with measurable results for consumers nationwide.
IMPLEMENTATION, TIMELINE, AND DELIVERABLES
September 17, 2011 is the scheduled date for the first pilot of the Trash Cancer living room parties. Trash Cancer expects 250 parties reaching 2500 people. From these parties, Trash Cancer will gather data such as: total number of website visits, total page views, average time one site/per visit, total number of Facebook posts, total number of Twitter posts, total number of viral impressions (based on WOMMA standards), results from survey questions on health, knowledge of toxins, etc., and examples of feedback, comments, and posts. Cancer Schmancer hopes to activate 30% of party attendees to become key Trash Cancer advocates. Through the Trash Cancer website, Cancer Schmancer will be able to monitor spikes in usage from the parties, and the number who link to the Good Guide. This activates phase one of the Trash Cancer launch.
The Trash Cancer campaign plan has three distinct but related components:
- Short term buzz. Generate short term attention/awareness to this largely unknown subject (i.e.: put in on the radar of media and political influencers) through a multifaceted and high profile social media effort that will engage leading voices from entertainment, politics, business and civil society
- Select institutional partners. Execute a criteria driven 'partners project' to identify two to three organizations that will partner with Fran and Trash Cancer, with the result of instantly aligning pre-existing and defined mass constituencies of no less than 2 million Americans with Fran, Trash Cancer and the cause (in addition to Fran's own defined and broad support base)
- Select political and corporate advocacy. Activate elite and mass constituency voices galvanized by Trash Cancer in a coordinated manner, and in close partnership with existing credible organizations on the subject. Align these voices, as well as the very strategy use of Fran's mass public and quiet political voice, toward improved policies and products.
One American will die from cancer every minute this year, while only 5-10% of those cancers will be hereditary. According to Dr. Lasalle D. Leffall & Margaret L. Kripke of the President's Cancer Panel, 'With nearly 80,000 chemicals on the market in the U.S., many of which are used by millions of Americans in their daily lives and are un- or understudied and largely unregulated, exposure to potential environmental carcinogens is widespread.' These chemicals are so widespread that they are in personal care products, cleaning products and even in plastics. No wonder American babies are born pre-polluted with nearly 300 chemicals found in umbilical cord blood.
Many Americans are unaware they are putting toxic chemicals on their skin, in their stomachs and in their homes, let alone that these chemicals are threatening their health and their families. Understanding which chemicals are toxic and how to make changes in daily routines can be overwhelming and discouraging. Now is the time to wake up America and the rest of the world. With the proper education and healthy alternatives, Cancer Schmancer will empower families to 'Trash Cancer' in order to save lives today and move to a life of well-being and prevention.