1. You Owe It to Yourself to Know Breast Health Campaign Pinellas County Schools Wellness Program Above and beyond the pink ribbon.

2. Overview This campaign kicks off a larger campaign that will target other preventative screenings and annual exams Based upon data from Humana, not a personal mission Two fold approach to campaign: – Targeting the HEAD – education, how to do a breast self- exam, when to begin mammograms, health care law, etc. – Targeting the HEART – testimonials from 20 PCS breast cancer survivors.

4. 20 Survivors, 20 Stories

5. Goal Help our employees identify with the disease…full names, work locations, job titles, how cancer was detected. Increase knowledge and compliance of breast self-exams Increase clinical exams Increase mammograms and show positive outcomes even if the news isn’t always good (the pink numbers & smiling faces) SAVE LIVES

6. Background Info Communication at PCS is difficult. VERY difficult. Email overload problem – previously we had a “No email Wednesday” to ANYONE within PCS. Surveys and face-to-face contact have shown limited staff awareness of many wellness programs and campaigns, even those that save the employees money or that have large incentives.

7. Ingredients to the Campaign General info on self exams & mammograms (Education) Testimonials & Personal Stories (Heart Connection) June Mammogram Promotions (Action)

8. Ingredients to the Campaign Presentations o Meeting with the 20 survivors to review all components of campaign and info on website so they continue to be the voice of the campaign o Presented the campaign to the leadership team (including the superintendent, all principals, directors). They were provided posters and materials to take back to their worksite and employees to discuss o Presentation to Wellness Champions about launch of You Owe It to Yourself to know campaign, sound slide, June promotions, etc.

9. Ingredients to the Campaign Emails o To school board members and principals detailing the campaign o To the leadership team asking for specific action items to support the campaign o Three Thursday updates/discounts (email to all district employees) - focusing on education, testimonials, action o District email regarding campaign and screenings sent from Director of Risk Management and Insurance o To all food service managers with info for those insured and noninsured o To Wellness Champions with ideas on promotion the campaign to employees at their worksite

10. The Ingredients of the Campaign Website o Dedicated website built for campaign: www.pcsb.org/lifesavers-breastwww.pcsb.org/lifesavers-breast o Dedicated Breast Health Campaign info and lead photo on the wellness slideshow placed on the Pinellas County Schools wellness website: www.pcsb.org/wellnesswww.pcsb.org/wellness Special Delivery o Campaign postcards sent to each worksite and distributed to all female employees through PCS mail. o Wellness Program postcard sent by US mail this summer included summer screenings and You Owe It to yourself to know campaign. o “School messenger” recorded phone message send to all employees o Tag line “You Owe It To Yourself To Know” with the breast health website added to all Risk Management and Insurance staff emails. The survivors also added the tagline to their email signature line.

11. The Ingredients of the Campaign Visuals o Group photos and individual survivor photos to all worksites. o Group poster and all individual survivor posters displayed outside of the Administration Building during the month of May. o June promotional material on dedicated table in Administration cafeteria. o Survivors given group and individual posters to hang in their workspace to encourage conversation with other employees as well as copies of June promotional materials to use when discussing campaign and mammograms. Newsletters o SMART START Wellness Newsletter Highlighted education, June promotions, survivor stories, link to audio slide/testimonials Breast health campaign info, email to all district employees plus union leaders)

12. Fight Breast Cancer with Knowledge and Action. www.pcsb.org/lifesavers-breast Information on the website  Special June mammogram promotion for PCS employees  Free routine screening mammograms under health care reform*  How to do breast self-exams  Resources for survivors / recently diagnosed  Resources for those without insurance  Breast health risk assessment (Baycare)  Apps to help save your life  Request a free shower card & reminder stickers *Diagnostic mammograms subject to co-pay or co-insurance

13. June Promotion for PSC Employees Routine screening mammograms are covered year around. June (instead of October) was chosen when many staff are already off work to avoid increased sick time usage/substitutes needed. Special mammogram promotions for PCS employees are being offered by Baycare, Bayfront, St. Petersburg General Hospital and Florida Hospital. Mammograms may also be scheduled at any provider covered under your insurance although the special promotion would not apply. No referral is needed.

14. June Mammogram Data Humana – June 2012: 320 – June 2013: 460 (claims still coming in) – Some women tried to get mammograms in June but had not been a year since last mammogram Non Humana – Not measurable Uninsured – Not measurable Will continue to measure the impact the campaign will have on future months of mammogram data.

15. Clear Channel Billboard in October Press Release Submission to WELCOA (Wellness Council of America) Next Steps

16. www.pcsb.org/lifesavers-breast

17. Sound Slide Sometimes all you need to do is give someone a platform to tell their story. www.pcsb.org/lifesavers-breast

18. You Owe It to Yourself to Know! Visit www.pcsb.org/lifesavers-breast Christina Kempf, Employee Wellness Coordinator Pinellas County Schools kempfc@pcsb.org 727-588-6031