Meet Edie 2017 FOUNDATION SUCCESS STORY

OPPORTUNITY

Since 2012, Northwestern Mutual has been committed to the fight against childhood cancer. To date, the company’s Childhood Cancer Program, with the help of its employees and financial representatives nationwide, has raised more than $12 million, funding over 130,000 hours of research.

Meet the 2016 focus family, Edie and Emily Gilger, a mother-daughter duo who fought neuroblastoma at the same time and won, thanks to their doctor, Yael Mossé M.D. Dr. Mossé from Children’s Hospital of Philadelphia developed a breakthrough neuroblastoma treatment that saved both Edie and Emily’s lives.

Dr. Yael Mossé, Children’s Hospital of Philadelphia

APPROACH

For maximum outreach, this program was connected to our annual Rose Bowl sponsorship and Annual Meeting, as well as being shared broadly on our internal channels and external web site. Touch points include: A full video series, and stories launched on Facebook, twitter and a full media campaign. A coloring contest was launched on line to provide an avenue for all to get involved. Edie, Emily and the entire family along with Dr. Mossé rode the custom designed float waving past the LED wall screen playing our Childhood Cancer Clip. Broadcast credits include ABC, NBC, ESPN.

twitter • facebook • instagram

Another first – the Northwestern Mutual Float, "Waves of Hope" won "Best Float for Animation Design"

RESULTS

73 placements amounted to more than 80 million impressions. The Rose Bowl game drew more than 16 million viewers, making it the most-watched non-semifinal New Year's Six game. The Rose Parade is watched in person by hundreds of thousands of spectators on the parade route, and is broadcast on multiple television networks in the United States. It is seen by millions more on television worldwide in more than 100 international territories and countries.

CONTRIBUTORS

Communications worked closely with our business partners in The Childhood Cancer Foundation, and the Marketing team to bring the entire delivery together. Communications specific contributors include: Molly Kaye, Video Producer, Nanette Jamel, Art Director, Elizabeth Deluca, Media and Public Relations Consultant, Beth Loebl, Communications Consultant, Laure Borchardt, Creative Solutions Consultant, Kathleen Tank, Creative Resource Manager, Christopher Yahnke, Assistant Director Creative Solutions and Jennifer Ryan, Director of Corporate Communications.

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