Video Transcript

00:13 Doug Ulman: So, in everything that we do, it's how do we engage people and how do we further our mission, going back to that original manifesto. And we do a number of things, advocacy and public direct service. So, let me give you a few examples of how we've used social media to impact the broader cancer fight.

00:32 Ulman: So, one of the things that had never happened, even though cancer is now the number one cause of death around the world... Let me say that again, cancer is the number one cause of death around the world. It takes from us, every year, more people than malaria, AIDS and tuberculosis combined, every single year. And yet, there had never been a meeting at the highest level, the United Nations, discussing cancer or any other non-communicable disease. We had this opportunity in the fall of 2011, but how could we use these platforms that exist today to really put pressure on world leaders to make sure they talked about this issue that's so near and dear to our organization and obviously, so many people in this room.

01:17 Ulman: So, we started the "Face Up To It" campaign. We had people all over the world submit an image or their own picture, something that was personal to them, as it related to their cancer journey. You can see by the tally. We had hundreds of thousands, and eventually, over a million people who did this. We white-labeled it for cancer organizations all around the world so they could utilize the same platform, and then during the United Nations meeting, we bought or leased a massive screen in Times Square and we ran all these photos constantly so that every world leader from around the globe who was in New York would be faced with this disease. For the first time ever, the United Nations made cancer a top priority in September of 2011 in New York City, and this campaign played a small role in that.

02:03 Ulman: Another thing that we learned over the many years is that many organizations were raising money from the public, and then they were distributing it but no one ever knew where it was going. Where is my money going? You heard Guy talk about this. We actually don't talk about how much money we've raised. We talk about the impact it's having on people and people's lives. And this slide shows you just a brief example, but one of the things we started to do a couple of years ago is realize that when you give a grant to a community, when you fund a program, a program at the YMCA or a program at a cancer center or a local hospital, when that funding...