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It’s Your Life Campaigns win Golden Thinker Award and Certificate of Excellence

Center for Consumer Self Care
January 30, 2006

The Fall 2005 It’s Your Life Campaigns by the California Health Communication Partnership reached record levels of consumer message penetration on breast and prostate cancer screening awareness. The campaign was supported by the Oliver and Jennie Donaldson Charitable Trust.

Consumer-oriented newspaper and radio releases were created by the UCSF Center for Consumer Self Care for the Partnership, with distribution coordinated by The North American Precis Syndicate (NAPS) under Partnership oversight.

NAPS notified the UCSF Center for Consumer Self Care that the It’s Your Life Campaign reached record levels of message penetration. NAPS issued a Certificate of Excellence and Golden Thinker Award to Dr. R. William Soller (Center Executive Director) and Ms. Candis Cohen (Medical Board of California) as members of the California Health Communication Partnership “For Superior Achievement In Media Relations.”

In delivering the awards, NAPS President Dorothy York stated: “The extraordinary media coverage totals for his release … place it in the top one-quarter of one percent of all releases distributed to the media through NAPS, including releases for most Fortune 500 companies, over 100 associations, all top 12 PR firms and over 1,600 accounts in all.”

Outreach Statistics for the Campaigns were:

• The Radio Feature Release for prostate cancer is known to have appeared 2055 times on 235 radio stations with an audience of over 197 million listeners in 43 different states. In the top 100 markets there were 585 broadcasts with an audience of over 27 million.

• The Radio Feature Release for breast cancer is known to have appeared 809 times on 245 radio stations with an audience of over 53 million listeners in 41 different states.

• The Newspaper Article Release for breast cancer generated 272 newspaper articles in 20 different states with a readership of over 13 million.

• The health professional information piece was sent to 120,000 licensed California physicians (in and out of California), every major media entity statewide, every attorney in the health quality enforcement section of the Attorney’s General office, and about 300 others (i.e., internal board staff and other interested parties). It was also sent to 25,676 licensed California pharmacists.

• To have purchased equivalent advertising placements for the outreach achieved, the total cost would have been $1.6 million – a 200:1 return on investment.

Press Contact: Bill Soller, Ph.D. (415) 502-7633

Prepared by the Center for Consumer Self Care

Executive Director: R. William Soller, Ph.D.
UCSF School of Pharmacy
cpselfcare@pharmacy.ucsf.edu

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