If he announced his retirement prior to the campaign, this had the potential to usurp campaign media coverage. To increase media impact, we simultaneously released all of the materials while conducting a two-day New York media tour with Elliott and Dr. Burkart and conducting national and local and media outreach. Elliott was fortunate to learn that his brother, Noel, matched the criteria for donating a kidney to him. Therefore, we had to develop contingency plans.EVALUATION OF SUCCESSNearly 240 million print, television, radio and Internet impressions were generated.Placements included live interviews on Good Morning America, Fox and Friends, WCBS News 2 at 4:00, WB-11 Morning Show in New York as well as several national and Chicago radio programsThe SMT included stations in 14 of the top 25 marketsThe VNR received 132 placements The ANR generated nearly 300 placementsThe PSA generated more than 3,600 telecasts to dateWe secured Elliott’s participation on live chats on cnn.com, abcnews.com and nba.comThe overwhelming majority of placements contained the campaign key messages about the importance of understanding kidney disease and all treatments, including PD, and included the toll-free number or website URL for patients to sign-up to receive additional information.The campaign was highly cost effective – each placement cost less than 1/10 of one penny! EVALUATION OF SUCCESSNearly 240 million print, television, radio and Internet impressions were generated.Placements included live interviews on Good Morning America, Fox and Friends, WCBS News 2 at 4:00, WB-11 Morning Show in New York as well as several national and Chicago radio programsThe SMT included stations in 14 of the top 25 marketsThe VNR received 132 placements The ANR generated nearly 300 placementsThe PSA generated more than 3,600 telecasts to dateWe secured Elliott’s participation on live chats on cnn.com, abcnews.com and nba.comThe overwhelming majority of placements contained the campaign key messages about the importance of understanding kidney disease and all treatments, including PD, and included the toll-free number or website URL for patients to sign-up to receive additional information.The campaign was highly cost effective – each placement cost less than 1/10 of one penny! What's important is that people can see that transplantation works and begin to consider becoming organ donors." PRovoke's annual forecast of trends that will impact the PR world in the year ahead. The 100 most influential CCOs & CMOs of leading brands around the world. The world's biggest PR awards programme, dedicated to benchmarking the best PR work from across the globe. Elliott first learned of his kidney disease, called focal segmental glomerular sclerosis, after the 1992-93 season, his fourth in the N.B.A. The Spurs ended the season with a championship, and shortly thereafter Sean Elliott underwent a kidney transplant, a gift from his brother Noel. If he announced his retirement prior to the campaign, this had the potential to usurp campaign media coverage. For broadcast media, we developed video and audio news releases featuring Elliott and Dr. Burkart and conducted a 4-hour satellite media tour. The overwhelming majority of placements contained the campaign key messages about the importance of understanding kidney disease and all treatments, including PD, and included the toll-free number or website URL for patients to sign-up to receive additional information.The campaign was highly cost effective – each placement cost less than 1/10 of one penny! The PRovoke podcast lifts the lid on key PR industry stories and trends. Burson-Marsteller and Baxter arranged a luncheon that included Elliott, a kidney patient educator (a nurse who educates newly diagnosed patients on their treatment options), and three patients on dialysis so that they could share their experiences and help Elliott understand more about PD and the human experience in making this choice. The PSA generated more than 3,600 telecasts to dateWe secured Elliott’s participation on live chats on cnn.com, abcnews.com and nba.comThe overwhelming majority of placements contained the campaign key messages about the importance of understanding kidney disease and all treatments, including PD, and included the toll-free number or website URL for patients to sign-up to receive additional information.The campaign was highly cost effective – each placement cost less than 1/10 of one penny! Elliot started in 69 of 81 games for the season and averaged 10 points a game. Even more of a miracle, Elliott was playing with a kidney disease no one knew about for some six years. Elliott had focal glomerulosclerosis, a disease that prevents the kidneys from properly filtering waste from the blood. Contribute to our mission with a general, memorial, or honor donation. After researching potential platforms for launching the campaign, we decided to leverage the one-year anniversary of Elliott’s transplant to launch the program. The anniversary of Sean’s transplant was in August, which was our media angle. We also worked with Dr. John Burkart, a renowned nephrologist, to help him educate consumers about the importance of kidney disease awareness and treatment options.Burson-Marsteller and Baxter reached out to and partnered with the two influential kidney patient advocacy groups, the American Association of Kidney Patients (AAKP) and the National Kidney Foundation (NKF), to help elevate the education message and further heighten awareness.We also partnered with the NBA and San Antonio Spurs to lend support to the media campaign and create online links for distributing information.After researching potential platforms for launching the campaign, we decided to leverage the one-year anniversary of Elliott’s transplant to launch the program.Together with Baxter, we developed a broadcast public service announcement (PSA) and cadre of educational materials on kidney disease and treatment options for people at risk and already diagnosed to learn about the disease. Transplant athletes will compete for gold, silver and bronze medals in 13 different sports, ranging from track and field to tennis, swimming, cycling, golf and basketball. However, for most people with kidney disease, a transplant is not an option due to lack of donors. Therefore, we had to develop contingency plans.EVALUATION OF SUCCESSNearly 240 million print, television, radio and Internet impressions were generated.Placements included live interviews on Good Morning America, Fox and Friends, WCBS News 2 at 4:00, WB-11 Morning Show in New York as well as several national and Chicago radio programsThe SMT included stations in 14 of the top 25 marketsThe VNR received 132 placements The ANR generated nearly 300 placementsThe PSA generated more than 3,600 telecasts to dateWe secured Elliott’s participation on live chats on cnn.com, abcnews.com and nba.comThe overwhelming majority of placements contained the campaign key messages about the importance of understanding kidney disease and all treatments, including PD, and included the toll-free number or website URL for patients to sign-up to receive additional information.The campaign was highly cost effective – each placement cost less than 1/10 of one penny! We also distributed a national broadcast PSA. PRovoke's coverage of the Covid-19 crisis, focusing on corporate communication, public affairs & PR industry fallout. The most creatively awarded PR campaigns and agencies in the world. Sports PR news, diversity & inclusion trends, views and analysis from PRovoke. Playoffs Per 100 Poss. Transplant Games. Generate widespread media coverage to increase awareness about kidney disease treatment options and encourage those at risk to learn all they can about PDGenerate awareness of toll-free number and website, kidneydirections.comAudiencePeople with kidney disease, their family, friends and caregiversPeople at risk for kidney diseasePlanningSean Elliott was fortunate enough to have a transplant rather than dialysis. For broadcast media, we developed video and audio news releases featuring Elliott and Dr. Burkart and conducted a 4-hour satellite media tour. It's overwhelming.". I was a healthy young man, and I thought I was invincible before I was diagnosed with kidney disease. Leverage the first anniversary of Sean Elliott’s kidney transplant to create a platform for conducting an educational awareness campaign about kidney disease, Elevate status of kidney disease to generate enhanced awareness through celebrity involvement, Cast a wide net through disease education to motivate patients and their families to learn about available kidney disease treatment options. Therefore, Burson-Marsteller had only six weeks to coordinate details and logistics of the campaign.Rumors were circulating in the sports media that Elliott might retire from basketball in August. We also distributed a national broadcast PSA. They are not made for consumption. The biggest PR conference of the year, a high-level forum designed to address the critical issues that matter most. We leveraged this data in our campaign to highlight the need for education about kidney disease and all available treatments. The anniversary of Sean’s transplant was in August, which was our media angle. Coverage of the World Economic Forum in Davos. Spur's Sean Elliott, kidney recipient 5 months ago, cleared to return to NBA. However, according to United States Renal Data System (USRDS) data, only 12 percent of patients actually select PD as their dialysis treatment. While most people know of HD, where a kidney disease patient travels to a dialysis center multiple times a week to undergo dialysis sessions, few people (including kidney disease patients) have heard of PD, a therapy that allows people to dialyze nearly anywhere – at home, work, and while traveling. "The kidney's functioning well," said Dr. Francis Wright, who performed the transplant. His third-quarter slam dunk against the Atlanta Hawks brought down the house in San Antonio and secured his place in sports and medical history as the only professional athlete to resume active play after major transplant surgery. New York, NY (May 2, 2002) - Former San Antonio Spurs forward Sean Elliott, who made sports history with his unprecedented return to the NBA just seven months after life-saving transplant surgery, will serve as spokesperson for the National Kidney Foundation and its 2002 U.S. Elliott, 34, helped propel the Spurs to their NBA championship by sinking his now-famous, off-balance "miracle shot" to win a crucial playoff game on Memorial Day, 1999. He played in only 19 games in the 2000 season, and San Antonio failed to repeat as champions. To increase media impact, we simultaneously released all of the materials while conducting a two-day New York media tour with Elliott and Dr. Burkart and conducting national and local and media outreach. In partnership with Baxter, we researched celebrities who have a tie to the disease and found Sean Elliott, NBA player for the San Antonio Spurs, who suffered from kidney failure and underwent a highly publicized kidney transplant in August 1999.Burson-Marsteller conducted a media audit of Elliott and his recent media coverage.OBJECTIVES, TARGET AUDIENCE, PLANNING PROCESSObjectiveGenerate widespread media coverage to increase awareness about kidney disease treatment options and encourage those at risk to learn all they can about PDGenerate awareness of toll-free number and website, kidneydirections.comAudiencePeople with kidney disease, their family, friends and caregiversPeople at risk for kidney diseasePlanningSean Elliott was fortunate enough to have a transplant rather than dialysis. Elliott received a kidney donation from his brother, Noel, back on August 16, 1999. Sean Elliott will address the group of 8,000 transplant athletes and donors at Opening Ceremonies on Wednesday evening, June 26, and conduct a basketball clinic and medals presentation. This Olympic-style event, being held in Orlando on June 26-29 at Disney's Wide World of Sports Complex, originated in 1990 and consists entirely of transplant recipients who have also undergone life-saving organ surgery of every type, including kidney, heart, liver, lung, pancreas and bone marrow. We also distributed a national broadcast PSA. We distributed a press kit complete with press release, pitch letter, backgrounder on end-stage renal disease, backgrounder on treatment options, and bios on Elliott and Dr. Burkart to print media. We feel that the views of the reader are as important as the views of the writer. We launched the educational campaign with a national media blitz. Up close and personal with leaders from the marketing and PR worlds. OBSTACLES OVERCOMEBurson-Marsteller was hired in late June. Therefore, we had to develop contingency plans.EVALUATION OF SUCCESSNearly 240 million print, television, radio and Internet impressions were generated.Placements included live interviews on Good Morning America, Fox and Friends, WCBS News 2 at 4:00, WB-11 Morning Show in New York as well as several national and Chicago radio programsThe SMT included stations in 14 of the top 25 marketsThe VNR received 132 placements The ANR generated nearly 300 placementsThe PSA generated more than 3,600 telecasts to dateWe secured Elliott’s participation on live chats on cnn.com, abcnews.com and nba.comThe overwhelming majority of placements contained the campaign key messages about the importance of understanding kidney disease and all treatments, including PD, and included the toll-free number or website URL for patients to sign-up to receive additional information.The campaign was highly cost effective – each placement cost less than 1/10 of one penny! He needed the transplant or faced the prospect of dialysis. Creative work, trends and views from the global public relations industry. Our mandate was to raise awareness of kidney disease and treatment options such as PD. We also worked with Dr. John Burkart, a renowned nephrologist, to help him educate consumers about the importance of kidney disease awareness and treatment options.Burson-Marsteller and Baxter reached out to and partnered with the two influential kidney patient advocacy groups, the American Association of Kidney Patients (AAKP) and the National Kidney Foundation (NKF), to help elevate the education message and further heighten awareness.We also partnered with the NBA and San Antonio Spurs to lend support to the media campaign and create online links for distributing information.After researching potential platforms for launching the campaign, we decided to leverage the one-year anniversary of Elliott’s transplant to launch the program.Together with Baxter, we developed a broadcast public service announcement (PSA) and cadre of educational materials on kidney disease and treatment options for people at risk and already diagnosed to learn about the disease. We also distributed a national broadcast PSA. Votes: 5. PRovoke's annual analysis of the top reputation crises to rock the corporate sector. For the previous seven years he had suffered from focal glomerulosclerosis, a rare kidney … However, for most people with kidney disease, a transplant is not an option due to lack of donors. Sean Elliott, basketball player, suffered from FSGS, transplant recipient. Shot location data available for the 1996-97 through 2020-21 seasons. Therefore, we sought to educate Elliott about all treatment options, including PD, so he could educate others newly diagnosed with kidney disease to empower them to make informed treatment decisions and consider PD. In partnership with Baxter, we researched celebrities who have a tie to the disease and found Sean Elliott, NBA player for the San Antonio Spurs. We also distributed a national broadcast PSA. The anniversary of Sean’s transplant was in August, which was our media angle. Prior to joining the NBA, Elliott played collegiately at the University of Arizona, where … We distributed a press kit complete with press release, pitch letter, backgrounder on end-stage renal disease, backgrounder on treatment options, and bios on Elliott and Dr. Burkart to print media. Playoffs Advanced. Burson-Marsteller and Baxter arranged a luncheon that included Elliott, a kidney patient educator (a nurse who educates newly diagnosed patients on their treatment options), and three patients on dialysis so that they could share their experiences and help Elliott understand more about PD and the human experience in making this choice. Burson-Marsteller and Baxter worked with Elliott to help him shape his story to make it impactful and motivating for consumers to learn about the disease and all available treatments. Search Sean Elliott's game log history; Playoffs Per Game. On March 13, 2000, in a game against the Atlanta Hawks, Elliott became the first player to return to the NBA after a kidney transplant. However, for most people with kidney disease, a transplant is not an option due to lack of donors. Enter PRovoke's 2021 Global 250 Agency Ranking and/or our 2020 Agencies of the Year competitions now.