1. So Glad You Asked!

2. Overview Answering a Difficult Question Explaining and Building the “New” Message Wheel Practice

3. Objectives To better understand and be able to use the Message Wheel To be better prepared to answer difficult questions in a clear and concise manner To gain confidence when giving a consistent American Cancer Society message

4. Think Before You Answer What are they asking? Focus on a mission-related response “So Glad You Asked!” Answer the question Use the message wheel Thank them for their interest

5. The Message Wheel

6. Message Wheel Structure VALUE PROP. Stay Well Get Well Finding Cures Fighting Back

7. Value Proposition Together with our millions of supporters, the American Cancer Society saves lives and creates more birthdays by helping you stay well, by helping you get well, by finding cures, and by fighting back.

8. Helping You Stay Well

9. We help you take steps to prevent cancer or detect it at its earliest, most treatable stage. Help you quit smoking Get the right screening test Live a healthy lifestyle

10. Helping You Get Well

11. We’re in your corner around the clock to guide you through every step of your cancer experience. Make informed decisions about your care Helping you find moral support Practical solutions to daily challenges: transportation, lodging, navigation

12. Finding Cures

13. We fund and conduct groundbreaking research that helps us understand cancer’s causes, determine how best to prevent it and discover new ways to cure it. Largest private source of cancer research funds Played a role in nearly every major cancer research breakthrough Developed drugs to treat leukemia and breast cancer, proved mammography as effective screening

14. Fighting Back

15. A grassroots force of citizen soldiers, we work with lawmakers to pass laws to defeat cancer and rally communities worldwide to join the fight. Increasing government funding for cancer research Improving access to affordable, quality healthcare Events like Relay For Life and Making Strides Against Breast Cancer

16. Now, It’s Your Turn

17. ©2009 American Cancer Society, Inc. No.0052.20 Thank You!