Professional Documents
Culture Documents
- - _- _ ..
Ellen,
It was a pleasure meeting you yesterday, I hope that you had a quick and safe trip hon- .As you ma!.
knonr the Childhood Obesity Prevention TV PSAs--areexpiring this month and the -4d TI,' and radio
,
, -work .will~~beexpEingin the next .cou$~of months.. Kristin and I have reviewed all 01 e \i:grk gncj the
he ro1l6\i.;ng
placement they have rqeivedand based upon their performance have dezlded t ~ - & n e j --.~.
.--
PSAs for another year. The cost to renew the work is within our talent reneival budse ~ l e alet- ~nie-
~
know if you have any questions.
Kind Regards,
Amanda
Television Renewals
Belly English: 30 :25 :15.:, .
Belly Spanish: 30 :25 :15 ".
Chin: 30 :25 : 15
Love Handles: 30 :25 : 15
Thunder Thighs: 30 :k5--- --. .-
Spare Tire: 30 : 15
Birds: 30 :25 : 15
Bullseye: 30
Grandpa English:30 :25 : 15
Grandpa Spanish: 30 :15-
.<
--. -- - - .. .
Radio Renewals -- . -A. . .. .. .. ....
;'. ' 7 :
,. - 5 - .
', <,-'.>
-- . 1 !',,-?,,
Field, Ellen (HHSIASPA)
- Below is the call in number and pass code for our'call on Friday at 2 p.m.
- B e * -.
Amanda
'
-
-
..
. - .
.. .
. ..
-.
.-
.
..
..
.
.-
-. -
..-
. - -- .
..-. -
.---.
.. . .-
I \\.as wondering if you all would actually be able'to meet on Thursday instead? Does ~hursds!. ar 12:30
p.m. work for you all? -- -
--
--
.. .
. . ...
--. - - . . . .
..... .-- -- -- - .. --- . - --
Please let me ~ ~ I O U. ,. .. . . . . . . ..-- __-_.
. . , ..
.... . . - --- --..
-
--
thanks: ...
Amanda
v<.
. . w~~:~~.:.:.adcou.nci!.,org
pi): 2 ! ;,{,!x-, 1 \ I ( ) ;
!:2 1 ; , j 3 ; , 1 (,',,
.' -. -.- .
i
- .. . .
I'm free at 1 or 2
I hope you had a nice weekend. We nrould like to ~valkyou and Kirsten through the ckearive brlei' h;
1
the next round of PSAs, along \vith McCann. and wanted see whar your availabili~.is on Frida~.
October 6. We are all free from Kocn until the end of the day. Please let me h o \ v if n!. rime in rhcsc
will work for both of you and I will set up a call in number.
Thank you,
Amanda
.,
Amanda N.Sarnponaro-Assistant Campaign Manaser
--
--- The Advertising Council
..
. .
261 Madison Avenue - - --.
... - -- 1 lth Floor
h?',h?' 100 16
w~\!w.adcouncil.org
?!): 2 ?.l!s:;, \~tc;;
*. ? ; 7 . ,,-. . ,~
, . - , - . . - - . I ,
?
' -
.I>
Field, Ellen (HHSIASPA)
A - - -- .- ~ . ., -. .
Kind Regards,
dl' %
Amanda a--
.-
-c.-.- --
Amanda
... N.Samponaro-Assistant Campaign Manager
The Advertising Council
26 1 Madison Avenue
I 1 th Floor . ..*-
N Y , h T 10016
.-
-
4
! , ,,
, ..-
.
I:
-
y > ~ : w , i c ! c g i~!:.OK
m . 3
, -I <),A
, -.,L122.I
:,j ;
i:-!!
&
- -.
. - .-c. -. -
. .
.... . .
Obesity Prevention: Meeting with Secretary Leavitt and CEOS
Ellen,
Do you have time on Monday for a brief chat? I'd like to discuss thls a bittfurther so we are all i the same :. .:.::
I think we both want to accomplish the same thing. We slmply need to make sure that we pro, e the nece::sn..
structure for the Secretary to make the ask and a plan of act~onthat companies can walk awa! om the me-;:.:;
-
.
with.
. .
---..
.
~ -.
-
--
- .
-
-
-.
. -.
.......
. . . . .
Thanks.
Anthony
I need to process this aIit*:- 1-thmght we wanted the CEOs to meet with the Secreta~?.to get I board G t h thc --.
Prevention effort and messaging and to explore how they could participate. I suspect he'd like repeat to them
what he said to us-that he'd like a piece of their marketing budgets, not their donation._budget If n.r havr
already probed for a commitment frol'n them, \,.hat is the purpose for the Secretan. ti meet \vii them-beyond
thanking them for their support? My interpretation of what we wanted to create was an oppor nit\. for him to
ask for their support. -.
.- with Penny and Sheila and see what they think.
Let me talk i t over
E
Ellen, .'_ I
Please refer to the attached document for a revised 1st of potential attendees. We've cut it do 1slightly from the
previousattachment and have not yet identified the'approprlate person for each organization 1 nvite. It's
probably not going to be the CEO and more likely the Chief Marketing Officers or some other I .son who has
their hands h i the marketing for these companies.
This list focuses on the major players within the industry, many of which are already Coalit~on Healthy Children
members. We'll be,working with Dreamworks to identify opportunities among their partners ( 2 3 provided on this
short I~st),as well as attempt to get commitments from our current Coalition members. The cr *la for coming to
the meeting with Secretary Leavitt will likely be that the company agrees to put resources beh l our efforts in
some significant way, which will get the numbers down from the current 21. As Kristin mentio 3, it would be
helpful to know if we have a capacity issue.
Obesity Prevention: M e e t i n g w i t h Secretary Leavitt and C E O S
If you agree on the general list, we can begin approaching the companies for commitments.
recommend that we wait for your briefing with the Secretary.
Thanks,
Anthony
Campal? Director !
Anthony Signorelli!-\!.P.. . .
261 Xladison Ave. I S e w \l'orrt.'Xeu 1.ork lO(Ji6
P: (212) 5%-7989; E: as~~morc~iI~r:ac:c~~n:ii.nr~
..
-
From: Kristin Hajinlian
Sent: Friday, September 29, 2006 4:35 PM
To: 'Field, Ellen (H_HS/ASPA)' -. -
. . - ~~
Hi Ellen,
Attached is rough attendee list that Anthony put together for the meeting with Secretary Leavitt In December. At
this point it is still very broad and will change as we gauge interest from some of the
estimate of the total number of attendees from HHS that would participating in the meeting?
understanding whether or not we should focus on a particular number for this list.
Since the agenda we sent you<.&very top line, we can participate in the briefing via phone or pdt together some
more information on the coali%" and the co-branding opportunities we would like to offer them!
I
Lastly. E-Prize and You Tube are on board to host the online contest in the Spring of 2 0 0 7 ltve/askedthem to p"t
together an outline of th$-&.istics and how i t will work and should have that for you by the end of next wgek. W e .. . --..,
are scheduled to have a call witht6em on Tuesday to discuss some of the specifics.
I will be down at SAMHSA for a meetlng most of the day on Monday, but will be c h e c k t q In peflod~callyon email
-*
Regards,
- -->- Kr~stin -. .-. --
Kristcn,
\,lie will have to rr~eetlcith the Secretan and outline our proposed meeting and its attendees pri
proposed date on the calendar. S o r n . I \\ish there \<as an easier way.
Obesity Prevention: Meeting with Secretary Leavitt and C E O S
To prepare for that meeting, I \\ill use the proposed agenda that you sent over last \\.eel;. I h d j
major changes to it from Sheila and Penny: in concept. it is good for 1101~.I \vould like to sup!
with a listing of proposed attendees (CEOs), and ally description of the part they uili play i ~ tli
I am sure that I trill also need to brief the Secretan. on o u r progress \\ith the online \.idea con1
remember, you going to send me a \\rite-up, so I can confer with our General Counsel and gct
acti\it\-. When might I receive tliat \\*rite-up?
Ellen
first week in December. Dreamworks is also checking availability, but we want to make sure 3n also get the
meeting on Peggy Conlon's calendar.
Regards,
Kr~stin
%-:.
-
Ellen,
Are you free tomeet with the Alliance for Hg@thierGeneration (ClintonlAmerican Heart lnitiatide) on 1014 a! 3:30
-in.NYC? . . . . .
~.. -.
--
. . . . - -. -
. . . .. .... -- . 1: '
1
=-. --.--
--.
Heidi
Next Steps
Funny you should mention the Alliance for a Healthier. Generation. Peggy and I met with the E cutlve
Director yesterday morning, in addition to others from the Clinton Foundat~on.We-covered a r ige of top~csanc
touched upon our Smail Steps c a m p a i g n a d the coalition for Healthy Children. We agreed tc lave a follov~up
Ik. -meeting to d~scusspotential partner-ships-on
. . Childhood Obesity Prevention.. .. -. -- .. .-- - - - ..
* . . -.- - ,- ---..-
-.- .. ..
Heidi
Hey there,
. .-
.- , - --
-
Can you believe it has already been a week since our meeting? I wanted to report that the S e c ~ a n had a good
follow up discussion with Roger Enrico yesterday evening. Roger wanted to convey his persor his support for
the Secretary's childhood
-*
obesity initiative and to regret he couldn't make the meeting last Wc ~ e s d a y . ..
..
. - .
._ . - _ - _ . ,.
The Secretary thanked-~reamlrciorksfor their g&erosit\. in thi'de\relopment of the campaign aterids and
spoke about his desire to broaden support from a numberof other food/be\rerage corporation vho have a stake . ..
in obesity prevention. They talked about his idea of inviting a number of CEOS to participate discussions
addressing preGention issues and promised that I \could follow up \\lth Roger to plan a date a I an agenda.
That means we need to talk about our strategy and goals for that CEO meeting and somehow 1 Jge how
interested our CEOs will be. Do you have time tomorrow or Friday to have a quick pl me
conversation? (I can do 11-3on Thursday or Friday). I'd love to include you,'Hiidi, : we think about
strategy since you've been so instrumental in this project thus far!!
I've also gorfen wind of a new initiative called the Alliance for a Healthier Generation with tht Ieart Association,
the Clinton Foundation and the Pmerican Beverage .&sociation (among others) to create a ne school beverage
policy. We'd probably like to reach out to them as well.
Our meeting touched on the e\~aluationquestions from the Verb campaign and whether they a appropriate to
add to your evaluation of the smallstep materials. I \vill send them along in a separate messap
Kext Steps
Ellen Field
202.690.7850
Field, Ellen (HHSIASPA)
From: Kristin Hajinlian [KHajinlian@AdCounciI.org]
Sent: Thursday, October 05,2006 12:35 PM
To: F~eld,Ellen (HHSIASPA)
Cc: Anthony Signorelli
Subject: FW: "Get up and be a player" - Shrek PSA Scrrpts
WhatHappenedToTWhatHappenedPlayWhatHappenedToT .
hePlayahsRev.do... ahs25 5 REV.do... hePlayahsl5.doc ...
- --
.. ..
Hi Ellen, ' .-
YC .-. . .
- .- --
-. . --- - -. - .
It was great to see you yesterday, I...hope-you had a safe trip back. ... . ~ . -
--.
..
Before Dreamworks does the record for the voiceover in these PSAs I just wanted to check and mz sure vou are
comfortable with the final scripts:'
Regards,
Kristin
.:' .
--.-.
-----Original Message-----
From: Kristin Hajinlian
Sent: Tuesday, September 26,2006 12:42 PM
To: 'Field, Ellen (HHS/ASPAY-- --' -
Cc: Anthony Signorelli; Heidi Arthur
Subject: "Get up and be a player" - Shrek PSA Scripts
Hi Ellen,
..
Per our conversation, attached are the final scripts for the production
of the live action portion of the Shrek PSAs this week. As I mentioned,
- ...
--=' the copy changes are \ l e e subtle, but they mainly m i l e the spots 'more .
Also below is a link to the casting for the PSAs, which includes the
kids that- will-be in the live action portions of the PSA. This casting
includes a diverse group of children ranging from ages 7-11, and is ... ; .
organized by the activity that the!~will be doing in the spot.
http://greendotfilms.com/dreamworks_psa~casting/. .
Regards,
Kristin
-----Original Message-----
From: Spencer, Susan [mailto:sspencer@dream~~orksanimation.com]
Sent: Monday, September 25,2006 7:53 PM
To: Kristin Hajinlian
Cc: Feldman, Bob; Globe, Anne; Da\id RocLwood
Subject: "Get up and be a player"
We've revised our script a bit. All the on-camera action remains the
same as in the original boards. What has changed is the lyrics and
dialogue, and how they're delivered.
Specifically:
usa an Spencer
Consumer Products
*-.
.--
~. \
3 I .31
,
- -
ZF H H S Agenda loClinton Foundation
3.doc (31 KB) ... 0verview.do ...
It will be people who work on the communications programs \\ith the =\lliance tor 3
a -
Healthier Children.]
- . -
. - -
- .
- - - .
- -. --
Attached is an oyeniew of the program alopg with the agenda. Tomorrow is an infofmal meeting 6
? z I
Also, when you have a chance please let me know Penny's title for the agendalattendee list.
Thanks,
Kristin
-----Original Message-----
From: Field, Ellen (HHS/A~~riiail~o:Ellen.Field@HHS.GOI~
Sent: Tuesday, October 0 3 , 2 0 0 6 12108 PM
To: Kristin Hajinlian .
.*
Is it just Clinton Foundation f d k s or are they representing the Alliance for a Healthier Generation
Y
-
From: Kristin Hajinlian [mailto:KHajinlian@~d~ou~cil.or~] . .. . -.
Hi Ellen, --
.-
I just wanted to confirm that you and Penny Royale are still planning to attend the Clinton.found In meeting here
tomorrow at 3:3opm. Attending from the Clinton Foundation are Rachel Simmons, who works on arketing initiatives for
the foundation and Christy Manson who recently joined'the foundation to oversee the implement; In of the beverage
guidelines in the-field and through communications programs.
Thanks,
Kristin
O b e s i c PreventionIHealthy Lifescle Initiati~es
- Clinton Foundation
Ad Council
Department of Health and Human Senices
October 3,2006
Ir - - - .
Agenda '
I. Introductions
- . . -, .
.
'- - --
- -
.-
-
-
~. . -.
-.
..=:. .- T
-
-.
: .-
Attendees
Ad Council
Heidi Arthur, SVP, Group Campaign Director
Kristin Hajinlian, Campaign Manger
:.. -___-_.. _ ,,
Amanda Sarnponarq.Assistant Campaign Manager. .. . . .
The foundation has five main initiatives: HIViAIDS Initiative. Ciinton Global ~nitidkivc.Erbsn
Enterprise Initiative, Clinton Climate Initiative and the Alliance for a Healthier ~enerdtion.
-- --. -
.
'
Governor Mike Huckabee of Arkansh is co-chairman of the Alliance and hds provided
- ,:.significant leadership to create healthierschools in his state.
erclusiv~lyt o improy)ng the health and health care df all-4mericani arvard3. thc
J.
~ h ;Robert Wood. loh&n Foundatlor,, the nation's lar_eest philanthrg;) . d e y t e ? :
--~.
--
--
Alliance an $8 million grant to support its Healthy Schools Program.
I ...
1,
The Alliance for a Healthier Generation focuses on four main areas:
Industry- encouraging restaurants and consumer foods companies to make su stantially
healthier innovations in meals and products.
Schools- implementinga comprehensive program to increase physical acti\,ity, staff
wellness and improve nutrition in schools across the nation. **
"By kids, for kids" movement- mobilizing kids to take charge of their own health and
to create a &&h. led healthier generation movement.
I
Health Care- helping healthcare providers to better recognize, pre\*entand treat obesity
in children.
-
I -
- ...
I
-,+.-.A,.. . .
**The Healthy Schools Program is the newest part of the initiative and came about on
February 13, 2006 at PS 197 in Harlem. The program will collaborate with sc~,ools to
help create environments that foster healthy lifestyles, as well as help' fidents7rdni '=
becoming overweight or obese.
-
I
:- -__.
.. . ,.
Highlights from the Alliance for a Healthier Generation:
Hi Ellen,
..
I
I just wanted to confirm that j a u and Penny Royale are still planning to attend the Clinton ~oundatihnmeeting here
tomorrow at 3:30pm. Attending from the Clinton Foundation are Rachel Simmons. who works on m$rketing initiatives for
the foundation and Christ?. Manson who recently joined the foundation to oversee the implemenratidn of the beleragr
guidelines in the field and through communications programs.
-
Please let m e knoG if you are both still planning-fo attend.
Thanks,
Kristin
..-..
.. .. .
.-
.
.
.. .-a
:- .
. - .. -.-_- .
.-I I
-..
:
-- --
- . .. . -
. ..
Obesity Prevention: M e e t i n g w i t h Secretary Leavitt and CEOS
Ok, we can talk with them on Monday and have something for you by COB Tuesday
Thanks, ...
Kristin
- - ...
-.
brt . .-. ..... ~.
. .. . . ... ... - - --
. -.
Thanks, Kristin.
The specifics on e-prize and YouTube participation in the video contest \till have to be here sc -than nest
Friday, if possible. I anticipate our briefing for the Secretan could be as early as the 6'" and ! d to clear the
content ~ i t Counsel
h before'i4krief the S e c r e t a ~ .See what you can do.
Ellen
.. - .... -. ........ --- --.. -.
.- .-.- .. - ...-- ..... .. .- .- -..... .- ......... .............
Hi Ellen, --
..... -
* - _. - ,, -- . ...~ .
.. .
Attached is rough atten-dee list-ftiat Anthony put together for the meeting with Secietary-Lea", Decembe-r. At .---
this point it is still very broad and will change as we gauge interest from some of the invitees. you have an - .
estimate of the total number of attendees from HHS that would participating in the meeting? 1 will help us in
understanding w.hether or not we should focus on a particular number for this list.
Since the agenda we sent you is very top line, we can participate in the briefing via phone or ogether some
more information on the coalition and the co-branding opportunities we would like to offer the1
,. <: , : .
Lastly, E-Prize and You Tube are on board to host the online contest in the Spring of 2607. 1') ;ked them to put
together an outline of the logistics and how it will work and should have that for you by the en next week. We
are scheduled to have a call with them on Tuesday to discuss some of the specifics.
I will be down at SAMHSA for a meeting most of the day on Monday, but will be checking in F
Regards,
Kristin
Obesity Prevention: Meeting with Secretay Leavitt and CEOS
liristcn, .- .
-\\:usill
r -
hi\7e to 1r1Gtti-ith the Secretan. anti outline our proposed meeting- and- its
-. attendees pl to,-~ctti!~!:j!
-
.. -.
proposed date on the calendar.' S o r p , I \.\is11there tcas an easier tva!.. .- . - ..
. ---
.
To preparc for that meeting, I <vill usLihe proposed agenda that you sent over last t\-eic: 1 ha\. t rc&ri\-ctl any-
major changes to it from Sheila and Perm!.: in concept. it is good for no\\.. I u.ould like to supp lent that a:cnd.i
tvith a listing of proposed attendees (CEOs). and any description of the part they ivill pla?. in th nitiatit'e.
I am sure that I \.\ill also need to brief thc Sccretan on our progress nith the online video cont Last I
remember, you going to send me a t\-rite-up, so I can confer with our General counsel and gct 3ronc.c for that
activiv. When might I receive that write-up?
Ellen
Hi Ellen, . .-
.-
I just wanted to follow up and see if you have any potential dates for the meeting with the Sec ary during the
first week in December. Dreamworks is also checking availability, but we want to make sure can also get the .--
-. .- .
meeting on Peggy Conlon's calendar.
- ---. . .,
.-. #
..
.
. . ~
. . .. .
Regards,
Kristin
...- .. -
Hi Ellen,
-
-.
Attached is rough attendee list that Anthony put togethe~rfor the meeting with Secretary Leavit 3ecember A:
this point it-isstill veryhoad and will c h a w as we gauge-interestfrom some of the invites. /ou have an
y s t i m a t e of the total number of attendees from HHS that would participating inthe meeting? TI ~ 1 1 M e lups In
understanding whether or not we should focus on a particular number for this list. -- -- - --
.-.
Since the agenda we sent youis very top line, we can participate in the briefing via phone or p )gether some
more information on the coalition and the co-branding opportunities we would like to offer then
Lastly, E-Prize and You Tube are on board to host the online contest in the Spring of 2007. I'VI ked them to put
together an outline of the logistics and how it will work and should have that for you by the enc iext week. We
are scheduled to have a call with them on Tuesday to discuss some of the specifics.
I will be down at SAMHSA f c i i ~ e e t i n gmost of the day on Monday, but will be checking In pc lically on email
Regards,
Kristin
Ellen
.- -- --- -- ..
- - -. -- -. - - - .-..- .. - .
Hi Ellen,
I just wanted to follow up and see if you have any potential dates for the meeting with the secretary during the
first week in December. Dreamworks is also checking availability, but we want to make sure we can also ge! the
meeting on Peggy Conlon's calendar.
I
- Please let me knoGif .you have updates.
- . -,.
-=-
Regards,
Kristin
Members
1 ) Coca Cola
Nancy Hunter
Director Healthy Active Living
Work: (404) 676-2786
Fax: (404) 598-2786 -
nahunterh na.ko.com
2) General Mills
1. John Haugen
v ~ . ' ~ k aan-d
l ~ Wellness Centem$ Excellence'
-Z
- - Work: (763) 764-3774 - '
John.Haugen@genmills.cofn :'
Assistant: .lulie.Boslev(irj~enmills.com
2. Chris Shea
Work: (763) 764-2307
chris.shca(Zlrcnnii\\s.com
3. Wendy Tai
Corporate Cornrnumcqions
Work: (763) 7 6 4 - 5 5 3 :
3) Kellogg Cornpanv
Andy Jung A+.-.*.- -
... -
Andy.Jung@,kellogg.com
4) Kraft Foods
1. Laurie Hirsch
Marketing Director
Work: (914) 425-4475
-- 1hirsch~Kraft.com
- *
3. Charlee Taylor-Hines
*Designated for Advisory Committee
Work: 973-503-3295
Charlec.Tavlor-Hi~iesG~kraft~com
2. Louise Finnerty
Louise.FinnenvcZ'pepsi.com
Loc 21 1 MD 2 14
.. 700 Anderson Hill Road
Purchase, NY 10577
-- -
Assistant: Liz Cruz (914) 253-3 193
-- Michelle
~ u b i v a v ~ r a n c h i s eAdvertisinZ
Cordial
e Fund
cordial m(Zsubwav.com
325 Bic Dr.
Milford, CT 06460
8) Hershev Food C o r n
John C. Long
VP, Public Affairs "''p,:,
7 17-533-763 1
9) Nickelodeon
blarva Smalls
Marva.SmalIs@~jnick.com .'
Assistant: David Bruson 2 12 836-7865
David.B~-~~son~nicEr.con~
- . . . _-,_
I. .
10) Campbell Soup Co . ..,
.. .
~ ~
,
,
.- - -
.
- 20) N'cndv's
Bob ~ t o n F ( ~ l i iofe f~ t a f f j
6 1 3-763-6855 - -.
- -
Rob' s t o \ \ ~ e ~ w e n d v s . c o m
22) Sestle ( A C d o n e .
Martha Wjedemann ..
Philanthropy Progrtnls
8 1 8-5.19-6000 ~ 6 7 0 7
Martl~a.~vicdcm~~~i~;nF~tlc.com
23) Applebees .-
.. . _ __-_. . . ,P
2 5 ) ~ a t i o n a Restaurant
l Association ..
. .. ..
28) Nike
29) Safewav
30) Krovel-
From: Kr~stlnHajlnl~an[KHaj~nl~an@AdCounc~I.org]
Sent: Thursday. September 28,2006 4.07 PM
To: F~eld,Ellen (HHSIASPA)
Subject: Obesity Prevention: Meeting wrth Secretary Leavitt and CEOS
Hi Ellen,
I just wanted to follow up and see if you have any potential dates for the meeting with the ~ e c r Iry during the
first week in December. Dreamworks is also checking availability, but we want to make sure M :an also gel the
meeting on Peggy Conlon's calendar.
- ---
-
- .
Regards,
Kristin
week. As I mentioned, the copy changes are very subtle, but they mainly make the spots more actiojable i s the characters
are encouraging kids to "get up and play"
and say "Let's run, have fun, get up and be a playah!" We think these are great adjustments. The co at the end of the spot
and the call to action is still the same.
Also below is a link to the casting for the PSAs, which includes the kids that will be in the live
This casting includes a diverse group of children ranging from ages 7-11, and is organized by the that they will be
doing in the spot.
http://greendotfilrns.com/dreapw~rks~psa~casting/
k5
Please let me know if you have any questions.
Regards,
Kristin
Jk'e've revised our script a bit. All the on-camera action remains the
same as in the original boards. What has changed is the lln'cs and
dialogue, and how they're delivered.
specifically:
3) Shrek delivers the "Get up and play an ho-ur a day" line and
we've added a button of Donkey delivering the line "Just don't sta:,.
long" after the VO directs the audience to the microsite.
-
Please let us know if you have any question. Thanks! - Susan
- -
-- -
h n Spencer
Consumer Products - --
Dreamworks Animation SKG
i o o o Flower Street
Glendale, CA 91201
(818)695-9769
Fax (818)695-6690
e-mail: susan.spencer@dreamworks.com
Follow up
Heidi and I are both free up until 2pm. Does 11am work for you?
.;,-...4+-. -. .,;,-.
Hi Ellen,
CEO Meetinq
--
I
Anthony is working on an agendalattendee list for the meeting with the Secretary which we ~ l have
d for you
by the end of next week. Do you want to give us some key dates that will work for the Secreta in mid-November
(either wlo November 6 or November 13) and we will select from those?
DreamWorkslShrek Campaiqn
Follow up
We had an internal meeting yesterday to discuss the parameters for involving Dreamwarns pabners in ioe PS;
campaign and are working on finalizing a recommendation which we will share with you in the Text few says Tnis
will help us to separate elements that can be funded by partners from those that should stay wijhln our ooca:ec
media model. 1
We are interested in hearing more about the smallstep.gov and HealthierUS opt~onsfor the campaign I
I
I agree that we need to keep moving along. Should we set up a status call for later this week to discuss updares
on all of these elements? Let me know what dayltime works for you.
Thanks,
Kristin
-
\\
When you will be able to send me Ad Council thoughts/strateg~document for the CEO meetingi?
Il --..
will that include a tim6t"ib7?5riil fiyget date for the meeting?
I - -
Will that include a summary list of CEOs that we would like to include? .-.-
--I --
Shrek Campaign
-<
IIl
I will need a summary piece on how we are evaluating
-- the small>teps campaign and how we inte'nd to evaluate the
-..~- _.I_-- . .. ,, .- . .
. . . .. ...
Il
. -- - . - . --..
success of the Shrek component.
~
Estimate of the cost of the print campaign and any other components that currently do not have funding
Adding a new topic, I want to continue our discussion of the sma1lstep.gov 1-s. HealthierUS.gov. Our Web staff
has delivered some advice in support of the HealthierUs option and I thought of a solution that may be more
palatable -with you and Anthony.
.... .., . . .
I
I don't want to hurry your creative process, but I need to be sure rre are on top of allthe pieces dn these projects.
I
Ellen Field - - .
I
Deputy Assistant Secretan for
I
Public Affairs (Policy and Strategy)
We haven't heard anything about that yet, but we can certainly br~ngthis up tomorrow followlnd the presentatlor,
I
From: F~eld,Ellen (HHSIASPA) [ma~lto:Ellen.F~eld@H~S.GOV]
Sent: Tuesday, September 05, 2006 4:16 PM
To: Kristln Hajinl~an;Anthony Signorelli -_ -
a --Subject: Do we know ... . .
. . .. --
.
Ellen Field
Attached are the bios for the Ad Council, DreamWorksILisa Katic of K Consulting and GSDM. n still waitrng on
one bio from GSDM which I will forward later this morfling.
a - - -
Thanks,
Kr~stln
..,.. .,x.
8
-.
Kristin Hajinlian I Campaign ~ a n a ~ e r
The Advertising Council
p 212.984.1956)f 212,9224676---.--
www.adcouncil.org
Field, Ellen (HHSIASPA)
I was just writing you an email to say that we are free between 11:30 and 1pm. Does anyth~n: that rlme frame
work for you?
Also, I am sending bios along in the next few minutes.
..
- .
--
b r - - - ....
-
. . --
Thanks for your voicemail last night - I must have just missed your call.
<* . .- -
..
. . ..-Ti- It,would be great if youcould dp the introductionsbefore we sta-rtthe meeting and then Heidi Anthony and Bob
-6&e ti n-g2
Feldman from DreamWorks will open it up by talking about-the partnership and the purpose-(
Priscilla will no longer be attending.
Depending on your schedule, we will set up a call for Tuesday morning to go through the talk points. Let me
know what time will work. By that point, I will also have bios to share with you.
Kristin
fiistin.
This is really helpful. Ry taking !.our information. I can finis11 the papen\.ork necessan. to prr-
You \\-ill not need to do a n agenda for the meeting: however I \\ill have names and tities for !.o~
da!.s.
A few things:
1) I need to know who you had envisioned would do the-introductions or 1,-ould !.ou prt'iii. ti131
Secretan: around to meet the guests?
2 ) 1 need to know who fYom Ad Council \%-illbe updating on our partnership and the tall;in~po
used. If it is Priscilla, perhaps it would be helpful if she and I talked, especiall!- since I don't bc
3) Do you ha1.e short bios on the attendees?
I have resen-ed our conference room here in ASP4 foi'you to meet \\-it11 folks prior to the bricfi
earl!. and we can debrief aftenvards as well.
Ellee .
- --
.-.
a -*
Hi Ellen,
Attached is a rough draft agend.a and final TV scripts for the presentation. I'm still waiting on tt other
final materials - web bannersBVD inserts, and final out of home concepts - but these will be b ed on
the concepts presented at the iriitial meeting. There will not be any major changes.
Please let me know who is attending from HHS so that I can include them on the attendee list. so, do we have a , . ...
-- .
location for the meeting'%%s-poiiif, Is there a room we can use at 1pm to meet with DreamW ,ks and
GSDM prior to the start of the official meeting?
Thanks, .. ... .. .- .A
Kristin
.
~.- ----- - . . .
. -..
......................................... __ . . . ,
-.-.
......................... ..
. . . . . . .
.
......
. ... . ..
, ..
.
From: Field, Ellen (HHSIASPA) [ m a i l t o : ~ l l e n . ~ i e l d @ ~ ~ ~ . ~ ~ ~ ]
Sent: Tuesday, August 29, 2006 9:02 AM - -
. . Kristiu; - --
Do we have a draft agenda \ret? I bclieve you i\.erc. drafting something so i\.e cv111ddiscuss. I a meeting with
Sheila and Penny later this morning, so if you could get me something .%S.AP.\ye could start th; nrocess. la111 out
the balance of the week until after the holiday. ..
Ellen
..
Hi Ellen.
Below are the list of attendees for our meeting on September 6th.
Ad Council
Priscilla Katkins
Heidi Arthur
Anthony Signorelli
Knstin Hajinlian
GSDM
David Rockwood
Carlotta Stankiewicz
Ralph Yznaga
..
DreamWorks
Bob Feldman - - .-
.
-.
pa, 4 i s a . I C a t i c (consultant to DreamWorks)
Regards,
Kristin
Hi Ellen,
-
Thanks for your voicemail last night - I must have justmissed your call.
ltwould begreat if you could do the introduetions beforewe start the meeting and then Heid, ( nthony ' k o Bob
Y e l d X m a n from DreamWorks will open it up by talking about the partnership andLhe purpose 01 ? mgetllxJ '
Priscilla will no longer be-attending.-- -- --=-. . . --
---
.
Depending on your schedule,-we will set up a call for Tuesday morning to go through the talkil Io~nts.Let me
know what time will work. By that point, I will also have bios to share with you.
Kristin
.
:
-
.4.
,
-
. -.. :., -.
I have resened our conference room here in ASPX for vo11 to meet with folks prlor to the brief . You ma!. comc.
early and we-can dcbr~cfaftcnvards as well.
Ellen
Attached is a rough draft agenda and final TV scr~ptsfor the presentation. I'm still waiting on t e other
final materials - web banners, DVD inserts, and final out of home concepts - but these will be based on
4
the concepts presented at the initial meeting. There will not be any major changes.
Please let me know who is attending from HHS so that I c a n include them on the attendee list. klso. do we have a
I
I
location for the meeting at this point? Is there-a room we can use at I p m to meet with DreamWiorics and
GSDM prior to the start of the official meeting?
Thanks,
Kristin
- -
- - - 2-
Kristin,
Do we have a draft agenda yet? I believe you were drafting somethiilg so we disc~iss.1 am meeting with I
Sheila and Penny later this morning, so if you could get me something ASAP, we could start that process. 13111out
the balance of the week until after the holiday.
Ellen .I'
%
.:
3
From: Kristin Hajinlian [mailto:~~ajinlian@AdCouncil.org]
Se'nt:Monday, August 28m06 4:48 PM
To: Field, Ellen (HHSIASPA).
Subject: Attendees for DreamWorks Presentation on Sept. 6th
Hi Ellen,
.- .--. .. . Below are the list of attendees for our meeting on Sept-ember 6th. ::::::.
A-..
.. . . ~
..
Ad Council
Priscilla Natluns
Heidi Arthur ..
Anthony Signorelli
Kristin Hajinlian
GSDM --
David Rockwood
Carlotta Stankiewicz
Ralph Yznaga
Dream Works .-
Bob Feldrnan
Lisa Katic (consultant to DreamWorks)
Regards.
Kristin
Knstin Hajinlian / Campaign Manager
The Ad\.enising Council
p 912.983.19561f 212.922.1676
www.adcouncil.org
Field, Ellen (HHSIASPA)
--- -- ..- . -
Hi Ellen, .
Ir, - ~.~
a
.
Attashed is r o u g ~ d r a fagendaand
t finaTW scripts forthe presentation. I'm still waiting on
final materials - web banners, DVD ~nserts,and final out of home concepts - buMhese -will-be'
::--. -
the concepts presented at the initialTnEeting. There will not be any major changes.
Please let me know who is attending from HHS so that I can include them on the attendee list so, do we have a
location for the meeting at this point? Is there a room we can use at 1pm to meet with Dream' ks and
GSDM prior to the start of.the official meeting?
Thanks,
Kristin
Kristin,
l)o we h a w a draft agenda Fet? I bclicve you were drafting something so we could discuss. I ; neeting with .-
--.
Sheila and Perm!-later this morning, so if you could get me something ASAP. wc could start t] Irocess. I am out
- ----
.-.
... the holiday. --
the balance of the week.- -until after .... ..
. .. . . . .
Ellen . .
. - .. . .- .. . . . .. .. . .... --
From: Kristin Hajinlian [mailto:KHajinlian@AdCouncil.org]
Sent: Monday, August 28, 2006 4:48 PM . .
To: Field, Ellen (HHSIASPA)
Subj.ect:
. .. Attendees for Dreamworks Presentation on Sept. 6th
Hi Ellen,. :
Below are the list of attendees for our meeting on September 6th.
Ad Council
Priscilla Natkins
Heidi Arthur
Anthony Signorelli
Kristin Hajinlian
GSDhl ,
David Rockwood
Carlona Stankleuicz
Ralph Yznaga
DreamWorks
Bob Feldman
Lisa Katic (consultant to DreamWorks)
Regards,
Kristin
. . -.
-
.
.
.- - -
a -~nstirr ~ a j i n l i a n ' Campaign
i Manager - -
The Advertising Council .. , . - -- .
p 212.984.1956if 212.927.1676
www.adcouncil.org
Field, Ellen (HHSIASPA) I
From: Kristin Hajinlian [KHajinlian@AdCounciI.org]
Sent: Tuesday, August 29,2006 9:04 AM
To: Field, Ellen (HHSIASPA)
Subject: RE: Attendees for DreamWorks Presentation on Seot. 6th
I
Priscilla Nathns overseas our campaign management department, along with media measurement nd creatlve senlces 3:
the Ad Council. Please see below, I added everyone's titles. Roger Enrico is unable to make it in pers n. but he ma\. be abic.
to join by phone. If you think it would be helpful, I can find out if that's a possibilic.
:
Below are the list of attendees for our meeting on September 6th
Ad Council
Priscilla Natkins, EVP,Client Senices
Heidi Arthur, SVP, Group Campaign Director
Anthony3ignorelli, VP, Campaign Director
Kristin Hajinlian, Campaign Manager
GSDM
David Rockwood, Director of Cornmunit?. Relations
Carlotta Stanhewicz, Creative Director
Ralph Yznaga, Creative Director
DreamWorks
Bob Feldman, Head of Corporate Communications
Lisa Katic (consultant to DreamWorks)
Ok thanks. Can you please forward the remaining rnobification for our records? The ones we currently we have
-Mod 2: $503,173 . .
- the remainder of the $1M.
- .
. .
- --
- . -.
-. -. .
.~.
- - ,
.. .. .. ... .. .. ... ..
.. .-.-- .- .- ~.
.--
--
...
-Mod 3: $35,388
I
.I.
.. ~.
Cc: Petree, Kirsten (HHSJASP~;Amanda Sarnponaro . --
Subject: RE: Obesity Prevention Task 2 Budget
Hi Ellen,
I
I
We are working on a summary and willprovide an update on our records as soon as possible. ithe meantime, is
the apount you referenced below of $1.M suppose to be 51,077,636 from my initial email at the bottom.
I
Thanks,
Kristin
.-andat
Since I am new to our contract, I needed to get a bigger picture of our invoice and pa!.ment his
irith Chris Pigott at Go\~Mrorksand found the follo\t.ing:
Our contract after modifications \+.asSi,799.308.
Ad Cou~lcilhas invoiced and GovLVorks has paid out Si.2~'1,g~)i.i7 leaving a hal;~nceof <:---.316.8::
Pending are two imoices for May and one invoice for f one in the amounts oi S ~ j . ~ o i . b ; ; i . o ~ ~ i . ;;l!lii
~.
Si0,934.96.
If all of these invoices are paid. that \+illleaye a balance of Sg.40.1$.74.
,
,F r m : Amanda sampo"aro [ m a i l t o : ~ ~ a m ~ n a r o @ ~ d ~ ~ u n c i ~ . o r ~- ]-
-
Sent: Wednesday, August 16, 2006- 12:02 -- PM
TO: Petree, Kirsten (HHSIASPA~
Cc: Kristin Hajinlian; Field, Ellen (HHSIASPA)
Subject: RE: Obesity Prevention Task 2 Budget
Importance: High
Hi Kirsten,
I just wanted t o see ifsf2-have confirmed the final budget for T a s k 2 for the Obesir? Pre\.enrion
campaign. Please let me knoii. as soon as you g e t a chance.
Amanda
T h e Ad\-ertising Council
.- . ...:..
:.. ~.
26 1 hladisoh .A\,enue
1 1th Floor
Hi Kirsten,
After our conversation on Tuesday regarding funding for Task 2, we checked the agreement f IGovWor~sand
below is a breakdown of what we have received to date. This inforrnat1on.i~also in the attache ocumenr under
"funding history".
-Mod 2: 5503,173
The pfoposea b u d w t for Task 2 is $1,07Z,M6, which means we are still waiting on S539.075. lase let'me know
- 4 f these numbers are consistent with-your r-ecords. ... -.
-.
- . - . - - * ---.- . ..
Thanks,
Kristin
.I' ..
www adcounc~l o r g
Field, Ellen (HHSIASPA)
TV ~ t o r ~ ~ o a - r d s - t h e h h a t ~ a p p e n e d ~ o T l r e a m&.he
~orks
--players.pdf.;. heplayers ...
- 30 ... Research pro. . . . . . .... -.
- . .... - -- -.--.
. . ... . . .
-----Original Message-----
From: Kristin Hajinlian
Sent: Thursday, July 2 0 , 2 0 0 6 5:57 PM
To: 'Field, Ellen (HHS/ASPA)'; 'Petree, Krsten (HHS/ASPA)'
Cc: Anthony Signorelli; Heidi Arthur; Amanda Samponaro
Subject: DreamWorks Research Proposal
Hi Ellen, Kirsten,
.:\
As discussed, attached for your r e ~ l e wis a proposal for evaluating.the DreamWorks Shrek PS-4s a] campaign taglines.
We are recommending a quantitative online study that specifically gauges consumer response to t: advertising and the
feasibility of getting up to play for "an hour a day". -. . . .... - ..
.a<..-..*.. .- - .
I've also attached the storyboards, which will be shown prior to the sunlev. The research \\ill be co ucted online with both
kids and parents in the target audience. .. .- .... .- -
-
Please review and let us know if you have any feedback or if there are an>-additional questions y o ~ , o d d like to include.
We would like to begin fielding the study next week so that we have results in time to share \\ith tl Secretan when the
campaign is presente!. .. .-..
Regards,
Knstin
Yes. she really was. They seem to be in line with all that kve are doing so hopefully r
out!
.
Amanda N.Samponaro-Assisrant Campaign Manaser
rk -- . .
- .
. . .
-
-
. .
. . . . --
-., The Advertising Council
26 1 Madison Avenue
1 lth Floor
. -. -.
......
-. . .
hT,hT 10016
w\\.u:.adcouncil.org
pi1: 2 : ~ . q s c : , l ~ / l~j
;,: 2 [ : . q Z : , I;-,!
- - - - - - "-- - - -
Okay, good. It was goobtQ.see+aaoo! Rachel was pretty impressive yesterday, \vasn't she?
I hope the!*'ll play rxith u s ...
!
. - -'. ; -.
2 :, - >'
.
<>".,,
Ellen,
It was a pleasure meeting you yesterday, I hope that you had a quick and safe trip home .s !ou ma!-
\' and radio
-
know the Childhood Obesity Prevention TV PSAs are expiring this month and the .4dul
work will be expiring in the next couple of month;: Kristin and I have reviewed all of r ,\.ark and the
placement .they h u e received and basedxpon their performance have decided to renew fol1oiCing
*SA?;for another year. The cost to renew the work is within our talent renewal budget:. :w let me
.
.-I:.- -- - ---..
know if you-have any questions. .. - - - . .-
.. --
Kind Regards, ..
Amanda
Television Renewals
Belly English: 30 :25 :15
Belly Spanish: 30 :25 115 . .
'>'>
Chin: 30 :25 : 15 ;
>%..X
Love Handles: 30 :25 : 15 ..
Thunder Thighs: 30 : 15
Spare Tire: 30 115 -.-....
..*--rh. i-.
Birds: 30 :25 : 15
Bullseye: 30
Grandpa English:30 :25 : 15 -
Grandpa Spanish: 30 : 15
Radio Renewals.
. ..-*- ..
Lo,ng Distance Dedcation: 60 --
Grocery Store: 30:25 - -
Sw~mmingEnglish: 30 :25
Walking Spanish :60 :55
Vegetables Spanish :60 :55
- . . .
--. -
-
- .
The Advertising Council
-
-. 261 Madison Avenue
11th Floor - . -.
-. -
. . . . ,. h"i,h?' 100 16
\vw~v.adcouncil.or~
-
1711. 2 1 :.\)s-,l w!;
(, 2 !,?.\,?;:, 1 [!T,>
- ....................................... .- . .- . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
No, I can't d o 12:30. I could do 2 or 4 on Thursday. But Friday is \tide open ...
I
. . . , ................
-
1
I was wondering if you all would actually be able to meet on Thursday ~nstcad?Does hursday at 12:30
p.m. work for you all?
thanks,
Amanda
-
From: Petree, Kirsten (HHSIASPA) [mailto:Kirsten.Petree@HHS.GOV]
Sent: Monday, October 02, 2006 4:03 PM
To: F~eld,Ellen (HHSIASPA); Amanda Sampnaro -
"==Cc:Knstin Hajlnl~an
Subject: RE: Creative Brief - - - - -
1 hope you had a nice weekend. We would.like to walk you and Kirsten tluough the crkative brief for
October 6. are all free from Noon until the end of the day. Please let me know if
will work for both of you and I will set up a call in number.
ThafiEyou,
....
Amanda
t: 2 I?.!)??. 111:o
-- -- - . - 2 6'- - -
From: Field, Ellen ( ~ ~ ~ / ~ ~ ~ A ) - . ( r n a i l t o : ~ l l e n . ~ i e l d @ ~ ~ ~ . ~ ~ ~ ]
Sent: Wednesday, August 16, 2006 4:23 PM
To: Amanda Samponaro
Cc: Petree, Kirsten (HH&'&BA) . -
Subject: RE: Obesity Prevention Daypart Dispersion
Shouldn't there be a Phl someirhere i i the late night? .qso can t h e daypal? be b r o t c n ~ ~ o \ v i l sc<&nts au \vr
call isolate wllen children might be seeing the spots?
- -.
ro -
--.From: Amanda ~ a m ~ o n a [ma~lto:ASamponaro@AdCounciI.org]
Sent: Wednesday, August 16;2006 3:42 PM
To: Field, Ellen (HHSIASPA); Petree, Kirsten (HHSIASPA)
Cc: Kristin Hajinlian; Anthony Signorelli
Subject: Obesity Prevention Daypart D~spers~on
-4s promised, please find attached a break doI1.n of the daypart dispersions for the
Obesity Pre\.ention campaigns for Broadcast tele\./sion (in English and in Spanish). BY
charts "y6u can see that the PSAs are performing extremely weli and over half of all
the o\.ernight daypart. Please let me kno\v if 1 can pro\.ide you \vith any other
campaign. Feel free to call me ~ v i t hany questions.
Kind Regards;
Amanda
T h e .ld\.ertising Council
96 1 hladison X\.enue
1 1th Floor
NY.h'Y loo16
\\-\\.it .adcn~~~~cil.nr~
l,i,, 1. it1 1 ;
:!:.ll::
. - . - . ,,.,.-
7 ) 3
lflT15
Field, Ellen (HHSIASPA)
--
. -- - -- -. -- - ...
From: Amanda Samponaro [ASamponaro@AdCounciI.org]
Sent: Wednesday, August 16, 2006 3:42 PM
To: Field, Ellen (HHSIASPA); Petree, Kirsten (HHSIASPA)
Cc: Kristin Hajinlian; 'Anthony Signorelli
-
Kind Regards,
Amanda
;:*-;
.:
..,Amanda N.Samponaro-Assistant Campaign h~lanager
The Advertising Council
26 1 Madison A\,enue
1 1th Floor
NY?NY 10016
.'*..*+,+. --. ..:.- \\.\~.\\-.arlc:oul~ciI.org
, , 1 i : 21; ~1~~1.1'~0l
.. ... 1': 2 )?.o;:. III;~,
Field, Ellen (HHSIASPA)
-- --
From: Amanda Samponaro [ASamponaro@AdCounc~I.org]
Sent: Monday, August 14,2006 4:21 PM
To: Field, Ellen (HHSIASPA); Petree, Kirsten (HHSIASPA)
Cc: Kristin Hajinlian 1
Subject: Updated Newsletter Design
I
Ellen and Kirsten,
Below is a fresh design for the ne\vsletter 1J;e wanted to make the letter more \.isuall\. stimul)hting and thinli
-
that the beloy layout looks great. These are not necessarily the final photographs. for insrande. \re al.e.planning
dr,
on replacing the photograph of the breadtrran image oflvhoie \\.heat bread. If you all ha\-e anlv..A: other
suggestions please let me kno\v.--\.Ye are planning on sending out the next newsletrer in Septembefin rimCil!;.
- ./. . ----.-.
back to school and the fail and-.\vould Eke to use this new design. Please let me knolv'if to^^ ha1.e any quesrion.~.
T h a n k you,
Amanda
RE: Obesity Prevention Task 2 Budget
Hi Kirsten,
- I just kanted to see if you all ha1.e confirmed the final budget for Task 5 for ti16 ~ b e s i l rPrr\rririoll
Y a S p i i g f i . Please let me hnoxv as soon-as you get a chance.
- ..
Amanda
11th Floor
~:,-w*-. -a. ..;-
NY.NY loo16
. .
Hi Kirsten,
I
After our coriversation on Tuesday regarding funding for Task 2, we checked the agreement fro m GovWorks and I
below is a breakdown of what we have received to date. This information is also in the attached document under
"funding history".
I
RE: Obesity Prevention Task 2 Budget
The proposed budget for Task 2 is $1,077,636. which means we are still waiting on $539.075. 'lease let me moi:
if these numbers are consistent with your records.
Thanks,
Kristin
.
- ..
..
KrisJin Haj~nlian1-Campaign Manager ---r
d m -s . .
= =::=: -... . .. ..-- -- 3
. . - . -
The ~ d v e r t i s i n
council
~
P3se 1 of'
.-
-- Amanda N Samponaro-Xsslstant Campalp AIanager
- --- The Adverns~ngCouncil
8 , - -
'16 1 hlad~sonAvenue - .--
.. .- 1 1th Floor
NY,NY10016
uu r* ![.or:!
.atfc.o~~r~c
1111 2 ~1.'):~
j I'J')~
1 21: (':; llb-1,
Yummy!
.,.'.-+h - -.-.....
j.
Below is a fresh design for the ne\vsletter. W e \ ~ a n t e dt o make the letter more \.isually stirnullating and think
that the below layout looks g r e a t These are not necessarily t h r final photographs, fbr instance, we are planning
. -. -
on replicing the photograph of t h e bread to an image of lvhole wheat b r e a d If you all ha\.e a d r other
~ r
suggestions please let me kno\v. W e are planning on sending out the n e s t n e ~ v s l e t t c r ' iSepte,mber in time for
back to school and the fall and \vould like t o use this new design. Please let me lino\v if!.ou hd\.e any questions.
. .
Thank you,. .
Amanda
Field, Ellen (HHSIASPA) 1
From: Amanda Samponaro [ASamponaro@AdCounciI.org]
Sent: Friday, August 04, 2006 12:lO PM
I
To: Petree, Kirsten (HHSIASPA); Field, Ellen (HHSIASPA)
I
Cc: Krist~nHaj~nlian
Subject: Obesity Talent Renewal
I
Ellen and Kirsten,
Lvithin our current budget. W e plan on moving forward with rmewal o f t h e s!,cjbs but-prlease kt nl:,
.-.
--
.
..
--
T h a n k you,
Amanda
1J;e are looking for\vard to our call tomorrow m o r n i ~ gwith you both and \\.ill be passing alon,e the docunlents
\ve \\.ill be re\.ie>iing
- first thing tornorro\v. T h e call in number \\.ill be: 866-39 1-@139and tile'
a -
passcode: 1-68137#- Ha-ire a nice e\,ening.--.T
-- -
-. - - --
.. -- -.
-.
.- -.
--I:i
--..
Kind Regards,
Amanda
1 ~ 1 212.0:;
~ : I .! ' . l ' l i
i: 2 ;?,(I;.'. 1 {,:I,
Ideas for Web-based Video Contest
, c*
From: Amanda Sarnponaro [mailto:ASarnponaro@AdCouncil.org]
Sent: Wednesday, July 26, 2006 10:14 AM
To: Anthony Signorelli; Field, Ellen (HI~S/ASPA)
Cc: Petree, K i r s t e ~(HHSIASPA); Kristin Hajinlian
.Subject:
. RE: 1dkas for Web-based Video Contest -.
- *.
a _*.
r
..*
Ellen.
I just spoke \vith h,lcCann and their team is free tomorro\v, T h u r s d a ~July 27 bet\veen - 5 for a call t o
discuss the \ride0 contest. Please let m e know if this time still \vorks for you all and I \\.ill se I the meeting
T h e.-;-
call in- number \\.ill be: 666-s"-oljg and the passcode: 1 6 ~ 1 9 7 ~
Regards,
Amanda
Ellen.
Thanks, thls IS a great place to start.
Kr~st~n
and Amanda are attempting to get t ~ m ew~thMcCann for either tomorrow or Thursday a s discussed YCL
can expect an emall from them w~thdetalls
Regards,
Anthony
.
-
a
- --
-
* - - . .
Anthony, 1
=2" ;
This is a little of the thinking we have come up with. We would sure appreciate a discussion
vour colleagues, especially since we now have a good YouTube contact and enthusiastic
Leavitt.
--.-U-- - > -
Thanks!
Ellen Field
.,
-
. .-*
i, - -
--
:.. ,
,. . . Deputy Assistant Secretary for a ,.
- .
-
~.
~..-
?
-
.. .
--
. .. - _ . . _ _.%.
Ellen,
- I just spoke jvith McCann and their team is free rornwroLv. T h u r s d a y J u l y 2 : bet\veen + - 5 d m for s ca!l ro
discuss. the \-cdeo contest. Please let me know if this time still ivorks for you all arid I \\.ill set Iup the r n e c t i n ~
. ~
... .A . -.-
I h ; . ' L c a l l in number \\.ill be: 666-$2 1-0159 and the passcode: 166 lyy=i
Regards,
. . . . . ......
- -- -- .- .
. .- .. . ...!.
.---.
.. . .
- ~
..
--
.-- .- .-
..
------
~.
.,.
-4manda
Ellen, -
11
- A
. _
.-. ._ : _
Thanks,
. .
this is a great place to start. .-- . :--
. .
..: -1 -
- A .
--
.-.. -
. . ~ . . --I, - -.
Kristin and Amanda are attempting to get time with McCann for either tomorrow or Thursday asd~scussed.You
can expect an email from them with details:
Regards,
Anthony I
Anthony,
This is a little of the thinking we ham come up with. We woild sure appreciate a discussion withI McCann and
Ideas for Web-based Video Contest P a c t 2 of'
your colleagues, especially since we now have a good YouTube contact and enthusiastic Interest
Leavitt .
Thank!
Ellen Field
-
+.
U.S. Department of Health and Human Senices
--
--2027690.7850
Field, Ellen (HHSIASPA)
T h a n k you so much for g e t t i n g back to m e M-e n illcontinue o u r research o n the g o \ ernmenr slres and ie; !.oil
knolv if \ve ha\.e any questions
a - Amanda
- . - . .- .-
--
--
-- .-.
Amanda-
Government websites are fine for information gathering, and we'll have to go through at HHS anyway.
so that's great. I think that we need to be careful about outside vendors and their . ...
-.
backup concurrence from the government. Let's take a look at those on an
---
.- -. source outside the g o d for thesite anyway, since we're suppofed to be the - . . .- - -. -
you know whether we've done any of that in the past, though.
I
Best-
Kirsten
..
~ r o Amanda
~ : Samponaro [mailto:ASamponaro@AdCouncil.org]
Sent: Monday, July 17, 2006 4:38 PM
To: Petree, Kirsten (HHSIASPA)
Cc: ~ r i s t i nHajinlian; Jillian Weinstein; Field, Ellen (HHS/ASPA)
Subject: Smallstep web updates
Iiirsten.
\Ve are beglnnlng research portion control and energy balance a m o n g o t h e r thlngs to updatc.
\\ \\ \:iic;!l\t('j) go\ and make it as c u r r e n t as posslhle and \$anred to see ~fyou had an! \\ebsltes that you thlnk
\ ~ o u l dbe helpful for locating this information A n t h o n y suggested t h e ibllonrlng G O \ernrnenl
good starting point: CDC, K I H . NHLBI as well as 2 feu. other health ~vebsites:
J-ahoo Health. Are there any orher sites o r resources that you can recommend
for your help.
hind Regards,
Xmanda
Ellen. B Kirsten,
We are confirmed to meet with Secretary Leavitt on Wednesday, September 6th at'2pm to pre$ i t the
-
Dreamworks Animation Shrek creative. Let's discusSjhe details of the meeting next week.
Have.a-great weekend, -- -. -
--
- .
*ntbny - - . . . - . -.
.-. .
. . .. -- -.- ~- .-
.~...
Anthony Signorelli i ir.P.,Campaign Dlrector I . . ...
Wow, I guess I just assumed you would have a staff given the amount of work you have over there God bless
I
you!
Thanks,
Anthony
Good note! By the \\-a)-, Idon't hare a staff. Kirsten helps when she can, but I ' m running single dn this. @
Please let me know if All!.son doesn't get back to you toda!. 1
From: Anthony Signorelli [mailto:asignorelli@AdCouncil.org]
Sent: Thursday, August 17, 2006 9:20 AM
To: Bell, Allyson (HHS)
Cc: Kristin Hajinlian; Field, Ellen (HHS/ASPA); Petree, Kirsten (HHSIASPA)
Subject: Scheduljng Time for Ad Council & DreamWorks Animation Presentation
--- - -- ,- ...
-- . - .
--. .
. -. .
. .. . .
~ilyson, .A.
.- .
Per my voice message, we would like to schedule time with Secretary Leavitt to present the
. -
our upcoming Ad CouncilIDreamWorks Animation Shrek partnership. The Secretary met with Ellen Field and her
staff this past Tuesday to approve the partnership and agreed to meet with the campaign team so that he could
review the advertising elements.
. .
Please let me know when the Secretary is available to meet with us at your offices. Ellen
. .
first week in September, as this is the earliest moment the Secretary would be free and
aggressive timeline. We understand the Secretary has quite a busy schedule, so we
to meet at his convenience. However, please keep in mind that we will have folks flying in from New York,
California, .and Texas for the meeting, so the sooner t can get the date on everyone's calendars he greater our
chances of making this happen within the next few weeks.
..
I
Thank you in advance for you help.
I
Regards,
Anthony
Thanks.
- - --
Allyson has been real busy today, but It might be better if you shoot her an email ...allyson.bell@~,hhsmgc
I wrote Roger and the GSD&M folks and said you'd be in touch. Got a great note back.
E
Blackberry
Ellen,
I've left two messages for Allyson Bell regarding scheduling time with the Secretary to present.tbe Dre; Vohxreative. but-
have not yet heard anything in return. Please let me know if there is a bener way of reaching Allyson. F laps via email. or if
you can ask that she return my call to set something up.
Just want to be surewe can get everyone together in D.C. soon?considering that Dreamworks is comin I from California ....
.
. _. and
..
GSD&M from Texas. .--
.-
.-....
..
-_. .
. *.
. :.
Thanks,
Anthony
Anthony Signorellil V.P.. Campaign Director The Advertising Council
261 Madison ~ v eI .Xew York, New York 10016
P: (212) 984-1989 E: asignorelli@,adcouncil.org<blocked::n~~~lto:asip~~el~i@~ildcoul~ci~~org~
RE: Secretary Mike Leavitt
- -From:
-
Sent: Tuesday, August 08, 2Ob6 1:.1.2PM
To: kevin@youtube.com
- -
Field, Ellen (HHSlASPA) [ m a i l t o : ~ l l e n . ~ i e l d @ ~ ~ ~ . ~ ~ -~ ] -
- -
-- .. .
.
I've asked Barbara Shimaitis, Senior Vice President of InteractiveIDigital Senices with the Ad bouncil to call you
Il
on Thursday or Friday. Sheis working on our behalf on a special project that you may find interesting.
\-
C
-----Original Message---- - -
-
From: kevin@poutube.com [~nailto:kevinfi~ontube.com]
Sent: Sunday, August 0 6 , 2 0 0 6 11:27 AM
To: Chad Hurley
Cc: Fleld, Ellen (HHSIASPA); Kevin Donahue
Subject: Re: Secretary Mike Leavitt
*
- -- Hi Ellen, ~...
.~.-.
... I.
- -.
.* .. ..
.. .. . . ....
I'd be happy to discuss working together. I'm traveling forthe next few
days, so the best time to talk would be Thursday or Friday this week. You
>
> Thanks for the email. I'm cc'ing Kevin, our VP of Content, to follow
> up with you. Looking fonvard to help raise awareness for health
RE: Secretary Mike Leavitt
>
>
>> You recently met hith Secretary Mike Learltt a t a conference in Sun
> > Valley where you discussed your technology firm and exciting
>> Internet." Is there a member of your staff with whom 1 can follow
-%;..
>>
Ellen,
Thanks for this feedback. I'll make the changes and send to our members
-.
As far as HHS representation. .we would love to have you join-the Coalition officially by signing P rnernbersn~p
guidelines s o w e can include HHS in our materials, however, I don't believe vou need to assig orneone to :h~s
&- - - a d v r s o r y committee. You'll knoweverything there is to know about this b e f o r g a y Coal~tionm ~be-doesanc
will have final approval ...as you, said, you are the client. But if you would like to participate in t advrsory ---
--
committee discussions, we'll be glad to include you. It might be worthwhile for you or Kirsten t ear what t h ~ s- -
committee suggests firsthand,..your call.
We'll definitely consider your suggestion about the HealthierUS Website and would love to her nore about your
overall plans for this page. My initial reaction is that we would still want to have a way to track lse visitors that
come to the site from our campaign specifically, versus other programs. So there is value In c :inuing to
promote smallstep.gov. Perhaps we could use the smallstep.gov landing page as it currently ! i d s (choose kids
or choose adults), but when you click through, visitors are taken to the HealthierUS homepage )r something to
that effect. Let's definitely sgt up time to discuss.
:
,, -2-
Anthon!.,
I made a f c ~ vminor suggestions. If I'm not mistaken. rcfcrcnccs to PShs could not bc posscss therefore ~vould
not need an apostrophe.
Timeline looks good. Would you have a desire to have HHS representation in this eflort or ~ v o I that gloill things
up since i+-eare the client'!
.- ,
1
Also, I met with my Web folks this \reek about converting the HealthierUS homepage to the 11t :page about the
Secretary's Prevention initiative. We are all in agreement that it should c n r n the HealthierUS nner and logo
(although it should look a lot better) and all the different parts of the cainpaign would branch from that
address, incliiding the small steps campaign. I think we collld also add a small step "tip of the i."about physical
exercise or diet.
Xow that !-ou have created so much material that drives traffic straight to smallstep.gov. what you think about
directing new traffic to HealthierUS'.. Does that 1%-reck
!.ou statistical trac1;ing for our success'? ,111 it over and we
can discuss next ~vccli.
-
be no linksinthe omer direction).
-
.- -
- .-
....
~.
Please take 3 look at theletter-and let-us know if you are comfortable with everything outlined.
-. -- . . - -
e want to be
.- -
-
. --
-.
- .
sure you are okay with us sharing the PSA campaign research & overall strategiclcreative d~re ~nwith Coalition
members in the way depicted i n this timeline before sending it out. I would also like to be sure ~tthere are no
limitations on where Coalition inembers can link to w w w . s m a l l s t e p ~and if there are any, wt that criter~a
should be.
It would be great if you would provide input today, so that we can distribute before the weeken However l
understand if you need more time.
Thanks much, .-
5h'.
Anthony
Ellen,
Thanks, this is a great place to start.
Kristin-and Amanda are attempting to get time with McCann for either tomorrow or-Thursday
dr, - can expect an-email from them with deta&
= -
Regards.
-
.- . . . . . . . .
- .
- --
..... .
:.
Anthony
Anthony,
........-.
-:,*2-!,+,-. - -.. . . . . . . . -- .
This is a little of the thinking we have come up with. We would sure appreciate a discussion \ . McCann and
your colleagues, especially since we now have a good YouTube contact and enthusiastic inter€ rom Secretan
_. ...... -
Leakitt. _Y
Thanks!
. - .-_-_
<<Web-based Contest Ideas.ppt>>
. . . -. *.. - .-
.-
. ....
.-
. .. .. .. . .
Ellen Field
Ellen,
We can set up a call with McCann to discuss the V~deoContest project next week. Jus: Ier me TOW what LVOrKS
best. Sounds very exciting! .
With regard foDreamWorks, I'm around thlsaflernoon &d most of the day Monday. Either g i ~me a cdil or le!
- - m e - h o w when the best time to reach you -might be. .. - -. -.
-.~-
Talk to you soon,
Anthony
_ __ _ .. .. ..
Anthony, A
+
.,*.#
.' --. ....A-
When possible, I'd like some creative guidance and possible outreach for the Video Contest prc ~ c t .The Secretan
recently met ulth the Chad Hurley, the CEO of YouTube which he described as "the hoetest n e t h i n g m the
Internet." I believe that you told us first about YouTube and I have discovered GUB4 and sorr other sites that
allow people to upload anddownload self-created \ldeos. I read recently that YouTube set a r ord with l o o
million download? in one week. That's the kind of traffic that would be fun to track!! . .. .
~.
- , . . . . . .--
..
. ~.
We have developed a Guple.of contest concepts that mightwork, but we would certainll;.beiie:
thoughts and a conversation with you and McCann Erickson.
s : meeting uith Counsel went ver?. well. We hope to meet with thc I early next week
Update on ~ r e a m ~ o r k Our
to finalize approval of the Dreamworks-offer. I'd like to discuss one particular part of that wit vou on the phone
. . a few minutes. Let me know when today or h l o n d a you have availabiliv.
if you have
-
.
:I.:.
. _-:~,
Thanks, Ellen
Ellen Field
202.690.7850
Field, Ellen (HHSIASPA)
-- -- --
From: [as~gnorell~@AdCounc~l.org]
Anthony S~gnorell~
Sent: Monday, July 17,2006 12:13 PM
To: F~eld,Ellen (HHSIASPA)
Cc: Petree, K~rsten(HHSIASPA)
Subject: RE: DreamWorks Next Steps & Related Campa~gnItems
Thanks much.
Anthony,
Thaiiks for tlie update. Kirs.t.en..and Ibriefed Suq:, Penny and Sheila about the DreamWorks r and got the go-
ahead to work with General C6nsel t o identify and alleviate concerns. Our briefing with OGI this after~ioon
and bill include a short brief onfhe Web-based contest idcas we've come up ~ ~ i t Ihshould
. 11, s better feel for ...
how warm they are t o tlie offer later today and i d 1 communicate same.
Till then, Ellen
.*..-..A+.. --. .*,-.
~lso:$e are finalizing a proposal and questionnaire to test the Shrek creative with consumer Idiscussed In our
initial meeting. Please let us know if there are any particular questions you would like to'ihcli We have kept it
short to minimize cost, realizing we just need to get a read on the overall "Be a Player" taglin ~dthe "get up and
play, an hour a day" statement. However, we would'be glad to include questions that you be 2 are ~mportant.
Kristin and Amanda will be following with draft documents this week.
Separately, I had a great meeting with the Grocery Manufacturers Association last week to d ss the Coalition
for Healthy Children initiative. They are exclted about the latest developments regarding our 4 campaign and
I've already received interest from PepsiCo to link from their health and wellness Website (w jmartspot.com)
to our campaign site, y , w , ~ , a l ~ l s t ~ e p . g oI am
v . just confirming that this is permissible, as it v kely be the f~rstof
many such inquiries. There will of course, be no link from the Small Step site to Pepsi's. Ple let me know if
this is 0.k.
Finally. Heidi and I spoke with Elizabeth Majestic on Thursday at her request, to follow up on o l r visit to Atlan~a
last month. Elizabeth expressed her enthusiasm for the campaign, as well as for the Coalition, and informeci us
that the CDC is looking for ways to utilize the exsting Small Step materials throughout their prqgrams and
I
communications channels. It sounds as though there will be some new ways for us to get our message out there
U
over the next few months through a closer relaiionship with CDC. Please let us know if there IS anything we
should keep in mind when working directly with CDC moving forward.
Thanks,
Anthony
.
P: !212) 984-1989i E: a s i ~ n o r ~ l l ~ ~ ~ a d d ~ ~ ~ ! ~ ~ ; l ~ ~ ~
Field, Ellen (HHSIASPA) 1
Y,
From: Kristin Hajinlian [KHajinlian@AdCounciI.org]
Sent: Tuesday, October 03,2006 3:39 PM
To: Field. Ellen (HHSIASPA)
Cc: Amanda Samponaro
Subject: RE: Clinton Foundation Meeting
Thanks Ellen. We will keep her file on record for future reference.
-----Original Message-----
.
From: ~ i e l dEllen
, (HHSIASPA) [mailto:Ellen.Eield@HHS.GOV]
m:Tmsday, October 03,2006 3:ag PM
To: Kristin Hajinlian .-
Cc: Amanda Samponaro
Subject: RE: Clinton Foundation Meeting
Il
I made a few corrections to your agenda with Penny's title and correct spelling of her name. see attached.
Thanks for the information
Ellen
-----Original Message-----
From: Kristin Hajinlian [mailto~ajinlian@AdCouncil.org]
Sent: Tuesday, October 0 3 , 2 0 0 6 ?58 PM
To: Field, Ellen (HHSIASPA)
Cc: Amanda Samponaro
Subject: RE: Clinton Foundation
..k,...t - .,.-
..Meeting
.*
It will be people who work on the communications programs \+lthin the Alliance for a Healthier Children.
. :
c -II , . - --
. -
.
Attached is an oveniew of the program along with the agenda. Tomorrow is an informal meeting fan them to share some of
the programs they are doing and for us to tell them about Small Step and Can Your Food Do That.
In the attached agenda I also intluded an opportunity for you to speak about some of the other
1
Healthier U S umbrella.
-. .- .
.
.-. - .----
. Is this something you would.--
be interested in discussing? . .- . ..
.-
-, .. ..
--I1 - --
Also, when i o u have a chance please let me know Penny's title for the agenda/attendee list.
Thanks,
I ..
Kristin
. ..,7.-... -
..
-----Original Message-----
From: Field, Ellen (HHSIASPA) [mailto:Ellen.Field@HHS.GOV]
Sent: Tuesday, October 03,2006 12:08 PM
To: Kristin Hajinban
Subject: RE: Clinton Foundation Meeting
Is it just Clinton Foundation folks or are they representing the Alliance for a Healthier Generation?
-----Original Message-----
!
From: Kristin Hajinlian [mailto:KHajinlian@AdCouncil.org]
Sent: Tuesday, October 03,2006 10:26 AM
To: Field, Ellen (HHS/ASPA)
Cc: Anthony Signorelli
Subject: Clinton Foundation Meeting
Hi Ellen,
I just wanted to confirm that you and Penny Royale are still planning to attend the Clinton ~ o u n d a t i o nmeeting here
tomorrow at 3:3opm. Attending from the Clinton Foundation are Rachel Simmons, who \vorks on darketin: initi2tn.t.s ic:
the foundation and Christ\. Manson who recently joined the foundation to oversee the implementation of the be\.eriqe
guidelines in the field and through communications programs.
Thanks,
Kristin
Follow up
____ .
-Serrt: - Wednesday, September 20, 2006 12: 18 PM . . . ..- = == -
--- - ..-- .- 3
-
~.-
-.-
.- .-
........ I .. - ..-... .-.
-IT-
" -.
We are-headed into a late staffl,1eeting now.
Why don't I call you when I get out and seeif you are still relatively free ... ..
Heidi and I are both free up until 2pm. Does 11am work for you7
I
We can plan-lo call your office.
-
I
From: Field, Ellen (HHSIASPA) [mailto:Ellen.Field@HHS.GOV]
Sent: Tuesday, September 19, 2006 6:47 PM
To: Kristin Hajinl~an
Subject: RE: Follow up
Follow u p
Hi Ellen,
CEO Meeting
Anthony is working on an agendalattendee list for themeeting with the Secretary which we sh d have for you
by the end of next week. Do you want to give us some key dates that will work for the Secreta n mid-November
h, - (eitherwlo~ovemher6 o r November 13)and
- ~ . - - .
DreamWorksIShrek Campaian- . - . *.
.. we will sekct from those?
-- - -.
-.-=.~ .. ----
-...
We had an internal meeting yesterday to discuss the parameters for involving Dreamworks p: iers in the PSA
campaign and are working on finalizing a recommendation which we will share with you in the xt few days. This . -
will help us to separate eleme'nts that can be funded by partners from those that should stay AI in our donated
media model.
We are interested in hearing more about the smallstep.gov and HealthierUS options for the cz
I agree that we need to keep moving along. Should we set up a status call for later this week t iscuss updates
on all of these elements? Let me know what dayltime works for you.
\-
Thanks,
Krist~n
... s
-,:
From: Field, Ellen (HHSIASPA! [mailt6:Ellen.Field@HHSSGOV]
Sent: Tuesday, September 19, 2006 1:33 PM
To: Kristin Hajinlian
Cc: Petree, Kirsten (HHSIASPA)
-. _-
._ . ..
Subject: Follow ip
.. .- .... - -.
.. :..
.. ...
-. .
. . ~.
-.
As a follow up to our conference call last week, I wanted to get an idea on our tinling for the fo wing items:
CEO Meeting
. .. ..
When you will be able tosend me Ad Council t h o u g h t s / s t r a t e ~document for the CEOiiieetii
Will that include a summary list of CEOs that we would like to include?
Shrek Campaign
I will need a s u m m a q piece on how we are evaluating the smallsteps campaign and how we ir id to evaluate the
success of the Shrek component
Follow up
Estimate of the cost of the print campaign and any other components that currently do not h;
Adding a new topic, I want to continue our discussion of the smallstep.gov vs. HealthierUS.gl l u r \\-eb staff
has delivered some advice in support of the HealthierUs option and I thought of a solution tk lay be more
palatable mlth you and Anthony.
I don't want to h u r n your creative process, but I need to be sure we are on top of all the piec i these projects
Ellen Field
Thank you! ..
. . - - - -. ... .. .
---. .
Staff
Sheila Walcoff, Counselor to the Secretary [for the Prevention Initiative and others]
Penelope Royall, Manager of the Prevention Initiative
Ellen Field, Member of the Prevention Initiative team
Hi Ellen,
Attached are..the web banners that will be presented tomorrow along with the copy test results ,e discussed
earlier. Please review and let me know if you have any questions.
We will have to speak with Ralph prior to the meeting about the pronunciation of his name - dis revised bio is
I
More details for tomorrow's meeting
attached.
2. Just to confirm everyone will arrlve at the following address: U.S. Department of Health 8 H
Independence Avenue, SW, Suite 647 D. We will be
3. When you have a chance, please send through the list of attendees from HHS
Thanks,
Kristin .
..---.
- .
<<Dreamworks copytest-results Final.ppt>> <<be-a-player-banners.pdf>> <<Ralph-Yznaga-l
Ok, thanks we will talk to DreamMrks and let them know to be prepared
. . . . . .
-
--Subject:-RE: DO we know . . . . .- . -- --. -~
-. . . -.
- .-
. - -- *--. .
-. .... , -- .
.. .., . - ....-. ..-
......... ,. . .............................. , ...................
Ellen Field .
<
. - --,-- -. -*
--
Deputy Assistant Secretan for
202.690.7850
Re: DC nip Weds.
The bios are only for the Secretan's briefing book. Do !.ou have the shortened.bio for Beth??:
.... -- . . . .. . - .. . -- ............. .- ....... -. . . . . . . . .
w;-;,
..
Hi Ellen,
Attached is a bio for Beth McConnell who will be attending the meeting instead of Carlotta St; ewicz. I also. cut.
-.
down the end of Ralph's*Iii*iiiak-e itTt on one page. Will these be printed for the meeting or ar ey for the
Secretary's review in advance? I just want to make sure Ralph see's the revised version if the s will be
distributed. ... .. . . .-
.-
Discussion
.. , .
I will follow up shortly with a confirmation on AV requirements and the pronunciation of Ralph ame. I just
wanted to,send these materials through now for the. Secretary's briefing book.
Thanks,
Kristin
Field, Ellen (HHSIASPA)
.. - --.-- -- ..-- ..-.-. . .-. .-
-.-
Hi Ellen,
~ e l o ' ware the list of attendees for our meeting on September 6th.
I
Ad Council
Priscilla Natkins
hr
Heidi Arthur
--Ant&ony Signore111
Kristin Hajinlian . --
GSDM
David Rockwood
Carlotta Stankiewicz
Ralph Yznaga
DreamWorks
Bob Feldrnan
Lisa Katic (consultant to DreamWorks)
.
-'--
Regards,
Kristin
Hi Ellen,
-preparation
I'
Attached for-your review is a discussion guide for exploratory research that we are'planning to conduct in
for thenext round ofour 0 b e 8 y Prevention PSAs. We recruited "Mass Market FEI$~!~ B_uilders3'.
ages
25-49 (parents with children 4 8 in the home) who have poor dietaryiexeicise behavion and atptudes that put
them at risk for health protjlerk. This-includes a diverse mix of Caucasian, Hispanic and AfriGr American family
builders, as we do not have funding for segmented groups. The groups will be conducted this
29th in Fort Lee, NJ.
The purpose of this research is really to gain consumer receptivity to the areas of portion contrql and energy
balance so that the creative team at McCann will have a better sense of how these messages can fit within the
Regards,
Kristin ....-, * .8.. -, .:-
.
-I
.-
<<Ad Council Discussion ~ u j d e
FINAL.~~~>>
- -
Hi Ellen,
-
We are working on a summary and will provide an update on our records as soon as possible. the meantime. IS
the amount you
- ..
referenced below of $1 M suppose to be $1,077,636 from my initiai email at thf lottom. .
. . - - . --
-=
-.
- ..
-Please let me know. - -. --
.~ A
. . . . *.
-
Thanks,
Kristin
- __-- ---
. -.. .-- .... .--. -- - . -.- - .
From: Field, Ellen (HHSIASPA) [mailtorEllen.Field@HHS.GOV]
Sent: Wednesday, August 16, 2006 1:40 PM
To: Amanda Samponaro
Cc: Kristin Hqjinlian; petreg &iten (HHSIASPA)
Subject: RE: Obesity Prevention Task 2 Budget
Amanda,
Since I am new to our cCiit%ct;1 nceded to get a bigger picture of orir invoice and pal-rnent his
\kith Chiis Pigott at GovWorks and found the folloiving:
Our contract after modificatiops was S1,799,308. .. ..-- .. . .-
.-. --
Ad Council has invoiced and Go\-Works has paid out S i.wi,991.17 lea\ing a balance o 577?316.83
Pending are two invoices for May and one invoice for Junc in the amounts of S25.201. , S1.001.52, and
Slo,954.96. .-
Hi Kirsten,
I just wanted t o see if you all have confirmed t h e final budget for T a s k 9 for t h e Obe:
campaign. Please let m e know as soon as you get a chance.
Amanda
T h e .idverrising Council
1l r h Floor
Hi Kirsten,
I
After our conversation on Tuesday regarding funding for Task 2, we checked the agreement f r ~ r nGovWorks and
below is a breakdown o W t wehave received to date. This information is also in the attached document under :- . - -
"funding history".
Tha&.s,
Kristin
p 212.984.1956)f212.922.1676
w w w adcounc~l.org
Field, Ellen (HHSIASPA)
-- -. - -- . .-
I just wanted to add that the support in favorable dayparts across all categories - Adult and Chi , English and
Spanish, is actually more than 213 of the total support.
As you can see in the attachment, we ran these numbers from the launch of each campaign to 7e most available
date for reporting - 3/31/2006,
-
. . -. - . -. -
-Alsa;p~ease note that this repor& based solely on the number of detections-noJ the dollar vali .-Ttjs means that
the "67%" majority of support receivedin favorable dayparts has a significantly higherdollar va e t h q t h e "33%" -.--.
.--..
in the overnight. We know this based on the fact that the timelspace donated for the favorable > ~ p a r t is
s more
valuable than that of the overnight.
...
This is great news for the campaign and we hope that it will help to better inform your partners nd colleagues of
our success in reaching the target audience.
. ..... ...- . . . .
. . . .Y
As promised, please find attached a break do\vn of the d a j p a r t dispersions for the .Adult and ' 3uth targeted -.
Obesity Prevention campaigns for Broadcast tele\.ision (in English and in Spanish). By 100lii ;at the attached ....
..
. . . . charts you can see that the PSXs are performingextremely well and over half of all spots i r e unning outside of
the overnight daypart'.-d pleaselet me know if 1 can provide you \vith an!. other informatioii rf :ai-hng tk-PS.4
campaign. Feel free to call me with an! questions.
Kind Regards.
.Amanda
I just wanted to add that the copy ts just a placeholder We are work~ngon developing conrent ~ i t hsome
I
art~cleson malntarnrng a healthy lifestyle and other recent news on obes~typrevention If there 5 anythlng you
would ltke us to include, please let us know
-+
Yummy!
I
Great stuff. Like the design. Easy to read.
I
From: Amanda Sarnponaro [ma'ilto:~~arnponaro@~d~ouncil.org]
Sent: Monday, August 14, 2006 4:21 PM
... Kirsten (HHSIASPA)
To: Field, Ellen (HHS/AS,Pb&Pgtree, -
Cc: Kristin Hajinlian
Subject: Updated Newsletter Design
II
suggestions please let me knou,. \lie are planning on sending out the nest ne\vsletter in September in time for
1I
back to school and the fall and \\lould like to use this neu. design. Please let me k n o \ ~if ?*ouh ve an! questions.
7
Thank you,
Amanda
Field, Ellen (HHSIASPA)
I
From: Kristin Hajinlian [KHajinlian@AdCounciI.org]
Sent: Sunday, August 13,2006 9:27 AM
To: Field, Ellen (HHSIASPA)
Cc : Anthony Signorelli; Amanda Samponaro: Jillian Weinstein: Petree, K ~ r en
s (HHSiASPA;
Subject: RE: Creative Video Contest: Rough Proposal
One thing I forgot to mention when I sent this proposal is that we decided to eliminate the bracket. It \$.as
originally our recommendation to include this age group in the contest, however, after
--
contest we realize it is going to be more difficult to manage the process for them.
contest for-anyone 13 and under. We are also planning to promote the video
higher age group1i;e. text messaging, newslettefs and online-editorials.
.-.- .
-- - -.
-
-.~
.. .. --- -- .-
Let us know if you feel comfortable moving3onvard with this recommendation. -
..
--.
.
. -
Thanks,
Kristin
-----Original Message-----
From: Field, Ellen (HHSIASPA) [mailto:Ellen.Field@HHS.GOV]
Sent: Fri 8/11/2006 5:38 PM
To: Kristin Hajinlian . t r ..
n
Thanks Knstin. We can touch base on Monday. There are a few modifications that come to mind that we need to discuss
early on-perhaps not on Monday, but soon. And thanks for really scrambling on this projeet!
I -- --
Field, Ellen (HHSIASPA)
Dreamworks
Ieliverables 8-11-0..
Hi
-- Ellen,
. .
..
- -. . --
*che&is the list df deliverable~for-the ~ r e a m ~ o r partnership.
ks As you ~ i lsee
l from the expla .onJhe-D\,D inserts
-will be treated a s print PSAs.encouraging k d s to "Get up and Play", which is consist%nt uitk-all-of other materials. 1l.e ---<:
-.
would like to leverage DreamWorks massive distribution network with these inserts and drive traf o ~mallste~;~ov.
If your legal department needs a i i further clarification on the DVD inserts or any of the items inc sd, please let me
know.
Regards,
Kristin
;:.' ....
Kristin Hajinlian I Campaign ~atia-ger
The Advertising Council
p 212.984.19561 f 212.922.1676
www.adcouncil.org
-'
,.-.&. .-. ..:.-
.
Recap on Status Call Today
From: Kr~stlnHajlnl~an[KHaj~nlian@AdCounciI.org]
Sent: Thursday, August 10,2006 6:34 PM
To: F~eld,Ellen (HHSIASPA); Petree, Kirsten (HHSIASPA)
Cc: Heidi Arthur; Jillian Weinstein; Amanda Samponaro; Anthony Signorelli
Subject: Recap on Status Call Today
' - .
Hi Ellen, Kirsten,
Thanks for the call today. Below is a recap of next steps on some of the campaign componer 3t we
discussed. ..- .
- . -
-. --
a- p e '$so have some good news t o share about the contest. Barbara Shimaitis;-ow SVP Inter; iSHvi&s just
had a call with YouTube and they are on board for the contest and have some potentiall'q g1-6 !as.-As
indicated below, we will send over the rough contest proposal tomorrow for your review but M Ibably not h i v e
more details from YouTube until early next week.
HHS to provide feedback about which programs should be prioritized and included withing s tep.gov program
materials (i.e. 5-A-Day, VERB, WeCan!, etc.).
BudgeVContract
of full fundlng from GovWorks - Fr~day811 1
HHS to'provide final author~zat~on
. ..
DreamWorks Partnership
-
Research on Shrek character concepts being fielded, results will be available for DreamWor ;DM
presentation to the Secretary
DreamWorks to recommend web vendors to redesign smallstep.gov w ~ t hexisting content ar rek character
Recap o n Status C a l l Today
Please let me know if you have anything else to add, otherwise we will be in touch on some of e items above In
the next few days.
Regards,
-
-
Kr~st~n - -
I r s - -
- --
I
Kristin Hajinlian Campaign ~ a n a ~ e r
The Advertising Council
p 212.984.19561f212.922.1676
Re: Obesity Prevention: Campaign Status
- .
Thanks!
. A
- .
--.--
.. .
__I
-----Original Message-----
From: Kristin Hajinlian < ~ ~ a j i & a n @ ~ d ~ o u n c i ~ . o r ~ >
To: Field, Ellen (HHSIASPA); Pet~ee,Kirsten (HHSIASPA)
CC: Amanda Samponaro <ASamponaro@AdCouncil.org>
Sent: Thu Aug 10 10:24:13 2006
Subject: RE: Obesity PrevesLtton: Campaign Status
-----Original Message-----
From: Field. Ellen (HHS/ASPA) [mailt~:Ellen.,F~eld~H,H.S.~GOV]
Sent: Thursday, August 10,2006 10:23 AM
To: Kristin Hajinlian; Petree, Kirsten (HHSIASPA)
. . -.
. Cc: Amanda Samponaro
..-.-
. . .-- --. ..
~
. < - .
Subject: RE: Obesity Prevention:%ampaign Status
-----Original Message----- . .
Ok, we will d ~ 4 p msince that works for Heidi and Anthony as well. Will
you be in one place or should we set up a call in number?
-----Original Message-----
From: Petree, Kirsten (HHSIASPA) [mailto:Kirstcn.Pctrcc~~~I;.HHS.GOV]
Sent: Thursday, August 10. 2006 9:25 AM
To: Field, Ellen (HHSIASPA); Kristin Hajinlian
Re: Obesity Prevention: Campaign Status
I can do 4 or 2 or 5
-----Original Message-----
From: Field. Ellen (HHSIASPA)
Sent: Wednesday. August 09,2006 4:43 PM
To: 'Knstin Hajinlian'
Cc: Amanda Samponaro; Petree, Kirsten (HHSIASPA)
Subject: RE: Obesity Prevention: Campaign Status
-----Original Message----- ..
From: Kristin Hajinlian [1~1aiI1o:KHaiinliani2~~4dCc~uncil.ore]
Sent: .Wednesday: August-09. 2006 3:41 PM .-.---.-
a 4 0 : *Id. Ellen (HHSIASPA) .- ,
Hi Ellen.
I just wanted to follow up and find out if you have time to status
tomorrow on some of these items. It might be helpfil if we talk through
them on the phone. We will also have a draft of the contest proposal by
the end of the day tomorrow.
Thanks,
Kristin . .-.+..e,,.
..-.
. ..--
-----Original Message-----
From: Kristin Hajinlian - - . ..
Sent: Fri 8!412006 5: 19 Phl
To: Field, Ellen (HHSIASPA)
Cc: 'Petree, Kirsten (HHSIASPA)'; Anthony Signorelli; Amanda
Samponaro; Heidi Arthur
Subject: Obesity Prevention: Campaign Status . - - . .. .~
.....
.- - *. .
Hi Ellen.
for their involvement in the campaign process soon, so that they can
participate in the research from the very beginning. Is it realistic for
you to provide member recommendations from CDC. NM and other by the end
of next week? We can follow up with Jeff at CDC for his suggestions.
but contact info for others would be great.
DreamWorks
..:', <%-
ps':
* GSDMDreamworks are.currently finalizing the list of
deliverables to be presented to your legal staff for clearance. We
should be able to send this through to you early next week.
* The consumer rg$@&chrfor..she Shrek PSAs is being
fielded next week. In order to make sure we have the results in time, we
would like to get an idea of potential dates for the larger DreamWorks
presentation to the Secretary. Do.you envision that this meeting will be
after your briefing to the Secretary on August 16th? Our current
projections for production require us to have approved creative by
August 25th. .-
--
_ . ._._-_
. . ,> -
. ::. . - .
Small Step Contest '-
A*.
.-
..
Website Development
* We are currently exploring some potential vendors for
the smallstep.gov website update. We had a call with DreamWorks today to
discuss the possibility of using one of their vendors to work on website
revisionsiadditions to smallstep.gov and provide content for the Shrek
partnership, as discussed at our initial meeting back in June.
Re: Obesity Prevention: Campaign Status
Regards,
Kristin
r.r - p 212.984.1-9561f212-.922.1676 --
- # I w w ; ~ ~ c o u ~~ cf ~i ~ .~o: ~~ ~l ~ ~ ~ ~ ~ . i l d ~ o u n c i i ~ o r ~ >
Small Steps Contest: Next Steps
HI Ellen.
We met internally with our interactive services deparknent today and discussed some of our o ons for the
contest parameters and potential partners. Let me know when you have the contact name fro1 fouTube and we
will reach.0~1
to discuss some of the possibilities. We are aiming to put together a rough prop al of the contest
-by your meeting on 8/16. -- .
.-
,, - . -- -- . .-.-- .- -
-
- . .,. - - -- - -*. .-
. .. . . .
.. .
..----
.-- .
Regards,
Kristin
Kirsten, Ellen,
In order to flesh out some more of our ideas for the contest we'd like to talk to YouTube befor~ lur next status.
Please let me know if you are comfortable with us reaching out to them. If this is ok, does the ecretary have a
contact person there that we should mention?
Thanks,
Small Steps Contest: Next Steps
Kristin
Kristin-
Thanks so much for this synopsis. We are also putting on our thinking caps, and we'll touch b later thls wee^
*
Best- ~- ..
.. . - - --
e m +.irsten = - . -- - -.
----..- - .
.
u <:.
Hope you had a nice weekend. Below are next steps coming out of our call last week about tt
. .
. ~
--..
- Ad Council to talk inte~?6~~-with'l'$teractive
Services department about potential partners f o ~ contest
- Ad Council to explore third party vendors capable of managing the contest
- HHS to find out the legal par-ametersof the contest, judging and the scope of people we nec read
- HHS to connect the Ad Council with YouTube to discuss potential ways to promote the cont
- Ad Council to further develop the contest categories/guidelines for submission
- McCann to regroup
..-
with dd Council on any potential creative ideas
Regards,
Kristin
fi ,.A;.-- 1.<.:..
*
.- !
-1
3
.:.
--
TV ~ t o r ~ ~ o a r d s - t h e ~ h a t ~ a ~ ~ e n e d ~ o T lOnline
rearn~~rks
players.pdf ... heplayers - 30 ... Research pro ...
- ..
.... _
~ Hi Ellen, Kirsten,
.. .- ,
a . . . - . . .
...... ... -- - C
. .
- ~ . 2ampaign
..:.?As discussed, anached for yqur reykw is a-proposal for evaluating the ~ r e a r n ~ o r l & ' S h r e k ~anc ~ taglines. . .
--
---.
We are recommending a quantitative online study that specifically gauges consumer response to tht dvertising and the
feasibility of getting up to play forvan hour a day".
I've also attached the storyboards, which will be shown prior to the sunre!-. The research \\ill be con1 cted online ~ i t both
h
kids and parents in the target audience.
Please review and let us know if you have any feedback or if there are any additional !.ou \ luld like to include.
We would like to begin fielding the study next week so that we have results in time to share with the ecretan when the
campaign is presented. ,<!
Q-..
Regards,
Kristin
.- --.---
Kristin Hajinlian ( Campaign Manager
The ~ d v e r t i s i n gCouncil - - ....
p 212.984.ig561f 212.922.1676
www.adcouncil.org