1. Variety - The Children’s
Charity
Media M-101-059

2. Background
As both a child and adult we never have to think
about what life would be like if we couldn’t play
outside, ride our bikes, or even walk around our
homes. The idea of children using equipment to
have normal lives might sadden some, but in
actuality these things are tools to help them enjoy
their childhood.

3. Challenge
Children using medical equipment are
often misjudged as having the inability to
experience a normal childhood. As a
result, awareness of the Variety Freedom
Program is low due to the lack of
understanding and education.
Solution
Show the world how children with
medical equipment can participate in
everyday activities.
Showcase how every child can enjoy their
childhood, thanks to the work of The
Variety Freedom Program.

4. The Plan. The Big Picture.
Capture the attention of Millennials through humorous yet introspective and
disruptive media executions that allows the audience to reminisce on their
childhood, while aiding other children so they can enjoy theirs.
Interested Millennials will be driven to the site through the use of YouTube
partnerships, TV integration and social media executions by using
#EveryKidCan.
Use disruptive media tactics to create a viral movement to show
support of the Variety Freedom Program and inclusion of children
using medical equipment by stating #EveryKidCan.
On September 7th also known as #EveryKidCan Day, supporters
will showcase themselves participating in their favorite childhood
activities and use the following phrase to garner awareness: “When
I was a kid my favorite activity was __________.”

5. Partnering with
YOUTUBERS which
millennials are drawn to
DISRUPTthe overly
saturated video ecosystem
and drive
AWARENESS
Hannah Hart
YT Subscribers: 2.5 M
Twitter Followers: 1.5 M
Create a video in which
Hannah participates in some
of her favorite childhood
activities with Variety kids
and promotes
#EveryKidCan Day
.
DISRUPT

6. Utilize social media platforms to promote
content driving awareness for Variety
➔ Youtube
Pre-roll of videos created by YouTube content creators for
the Variety partnership promoting #EveryKidCan Day
➔ Facebook
Promote YouTube partner videos via Variety’s Facebook
page
➔ Instagram
Leverage relationships with movie studios and YouTube
partnership to have celebrities and YouTubers share their
favorite childhood activities
@msleamichele
Instagram followers: 3M
“When I was a kid my
favorite activity was
riding my bike.
#everykidcan”
DISRUPT

7. Jimmy Kimmel Live
Partner with Jimmy Kimmel to create
segment on his show where he
recreates some his favorite childhood
activities as an adult with Variety
children.
Jimmy will promote #EveryKidCan
Day on the segment and via social
media on Sept 7th
Jimmy Kimmel
Twitter follows: 7M
Youtube subscribers: 7M
Currently one the most
popular talk show hosts on
television with a massive
YouTube following
DISRUPT

8. Sustain
Q4 sustaining media channels will be utilized to drive
donations in the holiday season, which is known as the season
of giving
➔ Social Programmatic
Employ data gathered from paid social during the disrupt period
in order to generate prime target segments for donations
➔ Search
To be activated once Jimmy Kimmel segment premieres in order
to leverage people’s curiosity in the charity after viewing
➔ Display
High impact sustaining media placements during November and
December used to promote awareness and drive donations

9. Disrupt
The Timeline.
Sustain
July 2016 | $600K
Launch paid social
campaigns promoting
the program and
hashtag
July 2016 | $0
Use existing
partnerships, social
media platforms and
supporters to promote
#EveryKidCan
Aug 2016 | $200K
YouTube partners
release videos
Sep 7th 2016 | $0
#EveryKidCan Day
Organic social promotion
of hashtag ramps up
Aug 2016 | $200K
Programmatic video
begins on YouTube
Sep 6th 2016 | $1MM
Jimmy Kimmel Live!
segment the night before
the #EveryKidCan event
Sep 2016 | $100K
Search campaign
begins targeting
keywords relevant
to the charity and
partnerships
Oct 2016 | $400k
Social programmatic
launches targeting
different age segments,
similar charity pages,
events and colleges
Nov 2016 | $500K
Launch display
campaign to generate
donations during the
holidays

10. Disrupt
➔ Visits to #EveryKidCan landing
pages and site
➔ Using social engagement
indicators with #EveryKidCan
◆ Followers
◆ Retweets/Social Mentions
◆ Number of posts
◆ Views and Likes
Engage & Sustain
➔ Click through rate from
search and display
➔ Shifts in search
➔ Amount of donations
◆ Optimize towards CPA and
Viewability
◆ Create audience segments
based on location to
colleges/charity events, work
status, devices and behaviors
Measurement