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So Glad You Asked!
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Overview• Answering a Difficult Question
• Explaining and Building the “New” Message Wheel
• Practice
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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
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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
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The Message Wheel
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Message Wheel Structure
FightingBack
FindingCures
GetWell
StayWell
VALUEPROP.
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Value PropositionTogether 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.
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Helping You Stay Well
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Helping You Stay Well
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
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Helping You Get Well
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Helping You Get WellWe’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
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Finding Cures
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Finding CuresWe 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
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Fighting Back
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Fighting BackA 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
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Now, It’s Your Turn
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©2009 American Cancer Society, Inc. No.0052.20
Thank You!