Microsoft word - the temptations journey of hope.doc

The Temptations Journey of Hope

Watching a duck on a pond is a good way to understand how high-quality event
management works.
 
On the surface, the bird is the epitome of grace, elegance and serene efficiency. Below
the water, it is paddling frantically to get the job done. It’s a hoary old comparison, but
that’s below-the-line work at its very best.
 
Add passion to this silent efficiency and you get a deadly combination.
 
Matrix Advertising initially did not get the contract to manage the Temptations Journey
of Hope Breast Cancer Ride 2008 – an eight-day, 2000-kilometer journey across the
country by 12 breast cancer survivors on Harley-Davidsons. But the event
management team were fired up by its raison d’être - promoting awareness of breast
cancer among the women of South Africa Event Director Mimi Finestone: “Being an
all-woman office, breast cancer was something close to our hearts, but the idea of
becoming involved in such an exciting project aimed at promoting the message that
breast cancer was not a death sentence really piqued our interest. “Even when initially
we did not get the contract, we contacted Egoli (a soap opera) to see whether they did
not want to write the journey into their script. “They were very excited, especially
because one of their characters was diagnosed with breast cancer in the storyline a
while back. We also handed over all the sponsors we had already contacted at that time
to the winning company, simply because we believed in the project to such an extent
that the bigger picture made more sense if we could also lend a hand. How wonderful
that we could handle the project in its entirety!”
 
The Journey of Hope project was initiated by Diane Parker, who was diagnosed with
breast cancer in November 2004. One in 27 South African women are diagnosed with
breast cancer, of whom 17.9% are white, 24.4% Asian, 18.2% coloured and 13.3%
black. “Due to ignorance and lack of information and awareness, many women die of
breast cancer in South Africa when the picture could look very different. Still breast
cancer is no death sentence, and if detected and treated early, the survival rate is
95%,” Parker says.
 
Parker has been a Harley enthusiast for years, and started riding for therapeutic
reasons following a personal tragedy. “I was the co-owner of a Harley dealership with
my husband of 31 years, Brian. When he died suddenly in a motor vehicle accident, it
was the most natural thing for me to continue in the business.” Parker was selected to
represent South Africa in a motorcycle ride aimed at promoting breast cancer
awareness project in the USA called Changing Gears in September 2005. Afterwards
she decided South Africa needed a similar project and encouraged various sponsors to
assist in the undertaking. “Biking For Breast Health (BFBH)” was the result and took
place in October 2006.
 
In recognition, the American Chamber of Commerce in South Africa awarded Parker a “Star of the Community Award” in 2007. No ride was held that year. For 2008, Parker formed a steering committee made up of other breast cancer survivors to design the Journey of Hope. “The idea was to take a slightly different approach to the 2006 ride - and the vision of Diane and the co-founders of Journey of Hope dramatically increased the scope and scale of the ride so that the message of breast cancer awareness reached more South Africans.  “The 2006 ride took place from 8 – 15 October. It included major cities and towns such as Cape Town, Swellendam, George, Port Elizabeth, East London, Queenstown, Bloemfontein and Johannesburg as well as outlying rural communities. “A similar route was followed in the Temptations Journey of Hope 2008 campaign, but more people were addressed at community centres, schools, factories, and stops along the way.”  “The 2008 ride, which took place from 10-18 October started in Johannesburg and Soweto, and went to Kroonstad, Bloemfontein, Colesberg, Graaff-Reinet, Port Elizabeth, George, Ladismith, Barrydale and ended in Cape Town. The most important messages the riders communicated were: • Early detection is the best defence against breast cancer, with a 95% recovery • Funds raised would be used to pay for the reconstruction operations of breast cancer patients who could not afford to have them done. (Breast cancer surgery such as mastectomy, is performed at government hospitals, but not breast reconstruction operations, leaving many women disfigured.)  Finestone says what initially started as a simple tender handed in by a small events company from the Garden Route, turned out to be one of the most exhausting and exhilarating experiences for her team. “We made the top two, which blew our minds with all the experienced competition that tendered against us, and were glad enough that we got that far. “Three weeks into the campaign, which the other company won, the committee decided that they lacked the passion and drive they needed to make this campaign a success, fired them and appointed us. We were in for the ride of our lives!”  The public relations value of the 2006 Ride was estimated at R9.5-million. The event was covered on SABC 3 News, SABC 3’s 3Talk with Noeleen, The Sowetan, local newspapers, community newspapers in every city visited, with interviews on Kaya FM, 5 FM, and articles in the Longevity, Women & Home, 2Wheels and Superbike magazines, among other media channels.  For the 2008 ride the PR value – a key enabler of a sponsor’s return on investment - exceeded R35-million, a direct result of the appointment of Matrix Advertising. “Garnering sponsorships was difficult, even with such a powerful concept and group of people. “  Eagle Wind Harley- Davidson® and Hummer®, two well known brands on the road signed up for the journey and supplied the vehicles used. Other sponsors were 1Time Airlines, Revlon, Nedbank Vehicle and Asset Finance, Diaz Strand, Egoli, Discovery Health, Sarie, Carder & Associates, Mineware Consulting, Winemakers Choice, Rookies, Millers, PKF, V & A Waterfront, Classic Driver, Power Consulting, BikeSA, Tekkie Town, Emerald Guest House, Infanta.  Parker is a Harley rider herself, having started riding the motorcycles for therapeutic reasons after a personal tragedy in 1996. “In 1998 I started doing breast cancer awareness campaigns with Ladies of Harley, not even suspecting that I would be diagnosed with breast cancer in 2004”, she explains.  According to Moller, Marketing Manager for Eagle Wind Harley-Davidson and road captain, said there was a growing percentage of female Harley-Davidson riders in South Africa. “We undertook to grow and nurture our 'Harley's Angels' which has proven very successful with our lady riders, who make up 37% of all Harley riders in SA. Breast cancer awareness forms an integral part of this nurturing process. It is something very close to my heart as a woman in my 40s. Creating awareness is crucial to create a harmonious lifestyle - that is essentially what Harley-Davidson is all about - lifestyle."  Bob Smith, Hummer Brand Manager, says they were proud of the association with the ride. “Hummer has a caring side to it that can often be misunderstood. A Hummer can be perceived as an invincible conqueror but yet underneath the surface it is but only a gentle giant. Our experience is that Hummer owners, worldwide, are often the first to step up and be counted where there is a good cause for the community”, he said.  There were supposed to be 12 riders, but a 13th, celebrity rider Janie du Plessis, joined the group two weeks prior to the ride. The riders were Diane Parker, Frieda Henning, Aileen Taylor, Chrissy Jeavons, Annelie Saker, Nelly Ndwambe, Rebecca Baloyi, Lillian Dube, Janie du Plessis – Celebrity Rider, Amy Jansen, Magda Geldenhuys, Claudia Zwane and Olade Olayinka.  The Matrix Advertising team consisted of Finestone, Tania Swart (copywriter, marketing), Claude Pretorius (entertainment, running order co-ordinator), Eone de Villiers (media) Ineke Goosen, Lynn Cronje (sponsorship co-ordinator), Moller (road captain) and Berni Thompson (sweep). The unique nature of the event was special enough, Finestone said. “But another aspect that put it on another level was that the ladies all shared their stories without a moment’s hesitation, and every story was communicated in a light-hearted and spirited way, that people could literally see that breast cancer is no death sentence, that these women remain dynamic and strong despite everything. That was powerful and inspiring.” “Another difficulty was identifying women who were survivors of breast cancer, who already did or could potentially ride a motorcycle and were representative of the demographics of the country. “That was a challenge in itself, but we managed in the end to put together a team that comprised women from all walks of life, from grandmothers to celebrities and a 23-year-old mother.”   The ride itself, said Finestone, was spectacular, and went off without a hitch. “It was without a doubt the most challenging project we have ever tackled, but also the most liberating. Dealing with 13 drastically different personalities, who keep saying “chemo brain” and blaming their medication (Tamoxifen) if they forget something, like their Harley Davidson motorcycle’s key, or forgot to mention the main sponsor on a radio interview or television. Yip, it happened.”  “We went through the running order before every day in terms of logistics of the next day, had to send through press releases, stories and pictures to the website and media, and had to set out the gifts, tally the money from sales of bandannas, pins, badges and gel wristbands and could then sneak in a quiet moment or two before closing our eyes. “An event like this is very exciting, and with that comes a lot of adrenaline and energy. We sometimes had to play headmaster to get the riders to bed at a decent time in order to be able to get them up, packed (and keyed) the next morning to keep to the running order. Key lessons learned in the process were: • Planning is everything • Take care of your team – they are the cogs that make the machine run smoothly • Take care in selecting your team – their buy-in and support make or break an “It was incredible to see what actually can be done when everybody pulls their weight and works together towards one goal. Never mind if you lose your head once or twice along the way. Blame the motorcycle fumes.  “The riders really did their part in making their message ‘sexy’ by not making it depressing and negative. Their experiences all taught them something and they could share their passion and their lessons learnt in such an awesome and inspiring way.” There was plenty of inspiration from the people they met along the way. “A lot of people went above and beyond the call of duty, but it was touching to see how the small towns opened not only their purses but their hearts for the cause and supported us 101%. Their generosity and kind words will stay with all of us for a long time to come.”  In Jansenville, an 81 year old great grandmother convinced road captain Mishka Moller to take her for a ride on the back of her Harley. Afterwards she opened her small purse (hidden in her bra) and gave the riders R10 in small change as a donation. “Arriving in Knysna (behind schedule) was an incredible experience as it seemed like the entire community of Knysna wore pink and formed a human chain to welcome us into the town. “They must have been waiting for at least an hour, but when the growl of the Hummers and Harleys resonated through the streets, their spirits and support flooded time and space, and time stood still as the procession passed in slow motion, taking in every heart.  Motorcycle clubs around the country also stepped up. “ The Tyger Valley Harley Davidson Club, especially, we take our hats off to. Three hundred motorcycles met us in Barrydale, joined us for a picnic on the Joubert Tradouw wine farm, and escorted us all the way to the V&A Waterfront for the grand finale the next day! What a sight! “People often have the perception that motorcycle riders are rugged, hardened beer guzzlers that make a lot of noise and don’t bathe regularly. I must admit that I was one of them. I am not anymore, because their hearts are pure and their intentions golden.”  Then there was the Ama Belle-belle Dragon Boat Racing Team, all survivors of breast cancer, who met the ladies at the V&A Waterfront and took them for a spin on the dragon boats afterwards. “I would like to think that more people are aware that breast cancer is not a death sentence, and that it can be beaten. There is hope. On a lighter note, I think the riders learned a lot of lessons from each other, grew a lot along the ride and had some amazing experiences traversing through this beautiful country of ours.  “Don’t get me wrong, we all breathed a sigh (amidst the flood of tears) of relief when the last notes of the Journey of Hope song (written especially for the event was sung by (boy band) Romanz at the gala evening at Nelson’s Wine Estate, but in retrospect we all went on a journey, discovering something about ourselves, about breast cancer or about people in general or about seeing and recognising the colours and the dynamics of the bigger picture.  “This is a journey that will not end with the final notes of a song, albeit a beautiful one. It will linger on in our hearts and minds…and keep lingering until we know fully one day, that which only in part we know now.”  As at December 2008, R1.5-million has been raised for 12 cancer survivors to undergo reconstructive surgery. “We have thousands of new ideas for the 2009 campaign and the fruits and contacts of the 2008 campaign have really blessed us bountifully going forward with the journey. Hope is alive and well,” said Finestone.

Source: http://www.matrixads.co.za/PR/JOH.pdf