EMAIL DETAILS

Okay, All,

I just read Tom's e-mail and I'm ready to speak up. I soft pedaled my comments in response to Skip by saying that I didn't think the campaign would appeal to women; to state it more clearly, it doesn't appeal to me. I think hitting hard and shocking people is important and I respect that the agency we chose has great creds. However, the ad is kind of the South Park of ads. Now, I like South Park, however it's raunchy and immature and meant to be that way. Is that how we want our campaign to be? I didn't speak up much at the meeting, but I kind of felt out numbered, and realize that as a board member, it is my due diligence to speak up. We need to rework this. Shock, don't offend. Show photos of men dying from prostate cancer; need some? I have some! Show comparison photos; need some? I have some! Prostate cancer is not a cartoon character; it's a murderer of men at any age. Want passion in our ads? Show the anger and
heartbreak of those left behind; those who watched their loved ones slowly and agonizingly disappear; need some? I have some! I am PROUD to be part of ZERO. One of my voiced concerns from day one has been that everyone on the ZERO team is young and we thereby approach everything on line instead of on television, in newspapers and other periodicals, as old fashioned as that sounds. Paid advertising to local television would have completely changed the outcome of my GPCC event because people here pray to the televisions gods. There wasn't enough money to pay for advertising or for me to be on T.V. with Joe Diaz, talking about how prostate cancer affected us. It would have been far more influential than a cartoon walnut swearing at prostate cancer. I have a feeling that this isn't just an Albuquerque thing and that we could revise our approach a bit and reach far more people, bring far more awareness to the public and NOT get cut from news
programs if we put our energies into that kind of public testimony. Many of us, for instance, have been very positively received on Capitol Hill when testifying and, for my own contribution, Elise Morgan (WHNT) was nominated for an emmy for her interview with me. We need more of THAT kind of advertising. People relate to other people - and that's how you get a successful campaign!

Okay, I've ranted. Sorry, Tom, that I didn't speak up at the meeting; I thought I was the odd one out and also didn't have time to process what I was seeing. We need to regroup and hopefully we can do so with the ad group, so that our expenditures thus far are not wasted.

Thank you,

Sherry


"For in the final analysis, our most basic common link is that we all inhabit this small planet, we all breathe the same air, we all cherish our children's futures, and we are all mortal." .....John F. Kennedy


________________________________
From: "Thomas E. Moody, M.D." <tmoody@urologyal.com>
To: 'Sherry Galloway' <jersmom@rocketmail.com>; 'Skip Lockwood' <skip@zerocancer.org>; 'Mr. Jonathan Schwartz' <jschwartz@bellsouth.net>; 'Mr. Mitch Laurance' <MLOnTheGreen@aol.com>; 'Mr. Robin Sparrow' <rsparrow@studley.com>; 'Mr. Hunter Biden' <hbiden@rosemontseneca.com>; 'Jill O'Donnell-Tormey' <jtormey@cancerresearch.org>; 'Mr. Tom Quinn' <TomQuinn@sc.rr.com>; 'Sanford Siegel' <ssiegel@cua.md>; 'Sanford Siegel' <ssiegel585@gmail.com>; "'Concepcion, Raoul S.'" <rsconcepcion@ua-pc.com>; 'Mike Smith' <msmith@cgagroup.com>; 'Robert ginyard' <rginyardapc@gmail.com>
Cc: 'Jamie Bearse' <jamie@zerocancer.org>; 'Anne Marie Person' <amperson@rosemontseneca.com>; 'Sherry Wilson' <swilson@urologyal.com>; 'Kathy Costigan' <kathy@zerocancer.org>; 'Kevin Johnson' <kevin@zerocancer.org>
Sent: Tuesday, June 19, 2012 8:19 AM
Subject: RE: Website


There have been a lot of
comments about “The Campaign” pushing the envelope. I think the campaign
ignored the envelope. Mr. Ginyard said it got the attention of the core
audience. I’m not sure who that audience is, but it is not Alabama . The reaction here has been
universally negative. We have lost the support of two of our biggest patient advocates
who reminded us that they could not take this type of campaign to their
churches.

The campaign ignored the
minimal concepts of propriety. It may appeal to the rap/shock/in your face
generation, but not to me. I do not know how anyone can justify using that
degree of crudeness and profanity in a public forum. Would you want your
mother, sister, daughter or wife to see it and know that you were responsible?
I wouldn’t.

I would be embarrassed for
Senator Jeff Sessions to see the campaign. I am embarrassed that I solicited
money from local people that was spent in this way. I know that a lot of the
campaign will be taken down from the website, but why did we need it in the
first place?

My greatest concern however
is that according to Skip there was not an official presentation to the board
for approval. I think that an ad campaign that changes the “brand” of ZERO and
by Skip’s admission is out of his comfort zone should have been submitted to
the Board for approval, not to mention the $100,000.00 spent.

I realize that my
reaction to the campaign is contrary to that of the other Board members that
have responded. I consider the Zero staff and Board members to be friends and
that is why it is disappointing and painful to me to be at odds with you.


________________________________

From:Sherry Galloway
[mailto:jersmom@rocketmail.com]
Sent: Monday, June 18, 2012 6:41
PM
To: Skip Lockwood; Mr. Jonathan
Schwartz; Mr. Mitch Laurance; Mr. Robin Sparrow; Mr. Hunter Biden; Jill
O'Donnell-Tormey; Mr. Tom Quinn; Dr. Thomas Moody; Sanford Siegel; Sanford
Siegel; Concepcion, Raoul S.; Mike Smith; Robert ginyard
Cc: Jamie Bearse; Anne Marie
Person; Sherry Wilson; Kathy Costigan; Kevin Johnson
Subject: Re: Website

No problem,
Skip,

Although I,
myself, am not a media expert, I am a consumer and know that certain things resonate
better than others. For the men out there, we have to be direct and hard
hitting; the women need a softer, more emotional approach - and I believe that,
in large part, it's going to be women who put prostate cancer on the map, just
as we have done with breast cancer.

I'm proud of
all you've done and I think we are on the way to great things!!!

Sherry

"For in the
final analysis, our most basic common link is that we all inhabit this small
planet, we all breathe the same air, we all cherish our children's futures, and
we are all mortal." .....John
F. Kennedy


________________________________

From:Skip Lockwood
<skip@zerocancer.org>
To: Mr. Jonathan Schwartz
<jschwartz@bellsouth.net>; Mr. Mitch Laurance
<MLOnTheGreen@aol.com>; Mr. Robin Sparrow <rsparrow@studley.com>;
Mr. Hunter Biden <hbiden@rosemontseneca.com>; Sherry Galloway
<jersmom@rocketmail.com>; Jill O'Donnell-Tormey
<jtormey@cancerresearch.org>; Mr. Tom Quinn <TomQuinn@sc.rr.com>;
Dr. Thomas Moody <tmoody@urologyal.com>; Sanford Siegel
<ssiegel@cua.md>; Sanford Siegel <ssiegel585@gmail.com>;
"Concepcion, Raoul S." <rsconcepcion@ua-pc.com>; Mike Smith
<msmith@cgagroup.com>; Robert ginyard <rginyardapc@gmail.com>
Cc: Jamie Bearse
<jamie@zerocancer.org>; Anne Marie Person
<amperson@rosemontseneca.com>; Sherry Wilson
<swilson@urologyal.com>; Kathy Costigan <kathy@zerocancer.org>;
Kevin Johnson <kevin@zerocancer.org>
Sent: Monday, June 18, 2012 2:58
PM
Subject: Website

All,

Now that Father's Day/Prostate Day is over, the website will return to its
mostly nut-free status sometime in the next few hours. I know this
campaign has caused some heartburn for several of you and for that I
apologize. I would note that the campaign has been quite successful and
did accomplish its goal of getting some good coverage, getting a new segment of
people alerted and engaged in the cause and attracting some much needed
attention in some very important places. I hope to have a full outcomes report
to you in the next couple of days.

I believe I sent several of the immediate outcomes to you last week but to
recap, last week's activities drew the head of the NY Taxi Cab Driver's Union
to the vehicle to discuss how we can put together a health campaign for the
tens of thousands of cab drivers in the New
York metro area. We also spoke with
WCBS/Yankees Radio about being part of their annual fan fast. The people from
Yankees Radio came down to see the Drive in operation. I also met with
the head of the NYC Housing Authority. Further, Dr. Samadi and his team
are excited to help us start a race in NYC next June.

Please know that the risks we took over the last two weeks were not entered
into cavalierly or without consideration of the potential ramifications.
There is I believe, a significant role for a kinder/gentler walnut to play as
evidenced by the large number of views of the more general PSA's that are
circulating. The musical in particular has been very well received.
This was also an excellent test of "the edge" and we will, with
W&K's help, fine tune the concept for the best possible outcome.

Thank you all for your patience and consideration during this experiment.

Best,

--Skip

--
Skip Lockwood
President and CEO
ZERO -- The End of Prostate Cancer
10G St., NE
Suite601
Washington, DC 20002
202-463-9455 (main)
202-463-9456 (fax)


Virginia Office:
515 King St .
Suite 420
Alexandria ,
VA 22304

www.zerocancer.org
Twitter: www.twitter.com/digitalskip
Facebook: ZERO — The End of Cancer
Combined Federal Campaign #12161
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