MSCM 370: Public Relations Writing

Lisa Weidman
Final project

Life Ball goes U.S.

A Public Relations Campaign for AIDS LIFE, Austria
Marina Stadlbauer
05/27/2015

Contents
Situation Analysis ................................................................................................................... 1
Mission and Goals .............................................................................................................. 1
External Environment ......................................................................................................... 1
Organization Analysis ......................................................................................................... 4
Target audience ................................................................................................................... 7
Campaign Plan...................................................................................................................... 10
Description of tactics ............................................................................................................ 16
Press Release..................................................................................................................... 16
Strategy for making news .............................................................................................. 16
Objectives ...................................................................................................................... 16
Actions the audience should take .................................................................................. 16
Mass media used for conveying the message................................................................ 17
Central message............................................................................................................. 17
What is newsworthy about it ......................................................................................... 17
Relation of press release to campaigns goals ............................................................... 18
Press release copy.......................................................................................................... 18
Pitch Letter ........................................................................................................................ 19
Content .......................................................................................................................... 19
Selected medium ........................................................................................................... 19
Pitch letter copy............................................................................................................. 19
PSA ................................................................................................................................... 20
Objectives ...................................................................................................................... 20
Central message............................................................................................................. 20
Target audience ............................................................................................................. 20
Actions the audience should take .................................................................................. 20
How to attract the listeners attention ........................................................................... 21
Types of radio stations targeted .................................................................................... 21
Public affairs directors would be willing to air this PSA, because ........................... 21
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This strategy and message are in keeping with the campaigns goals, because........ 21
PSA script...................................................................................................................... 22
Brochure............................................................................................................................ 22
Strategy.......................................................................................................................... 22
Content .......................................................................................................................... 22
Brochure copy and mock-up ......................................................................................... 23
Video ................................................................................................................................. 23
Content .......................................................................................................................... 23
Strategy.......................................................................................................................... 23
Medium ......................................................................................................................... 24
It supports the campaigns goals because ................................................................. 24
Instagram and Facebook posts .......................................................................................... 24
Content .......................................................................................................................... 24
The posts support the campaigns goals because ...................................................... 24
Facebook status updates and tweets .................................................................................. 24
References ............................................................................................................................ 25
Appendix .............................................................................................................................. 26

Situation Analysis
Mission and Goals
The Austrian non-profit organization AIDS LIFE was founded in 1992 and supports
Austrian as well as international HIV/AIDS projects. The organizations slogan is fighting
AIDS and celebrating life, so their mission is to raise awareness of HIV and AIDS and
their most important means for achieving this is the Life Ball, an event that takes place
every year in May or June in front of and inside the Vienna City Hall. Of course, raising
money is also one of their goals, because they want to support HIV/AIDS projects.

External Environment
As AIDS LIFE is an Austrian organization, but this campaign is aimed at the United
States, the situations in both countries are relevant. Therefore, I will first discuss relevant
issues in Austria and then in the U.S.
There are only a few other non-profit organizations that focus on HIV/AIDS
prevention and help in Austria. What is interesting about the other Austrian
nongovernmental organizations is that most of them focus either on helping people living
with HIV or AIDS in Austria, or on helping people in developing countries in general, in
which case AIDS is just one of the many problems they try to tackle. As far as I could find
out, AIDS LIFE seems to be the only non-profit organization in Austria that supports both
Austrian and international projects.

Of course, there is more competition for AIDS LIFE in the United States. Important
HIV/AIDS help organizations from the U.S. include:

amfAR, the Foundation for AIDS Research

Clinton Health Access Initiative

Elizabeth Glaser Pediatric AIDS Foundation

Forum for Collaborative HIV Research

The Global Fund to Fight AIDS, Tuberculosis and Malaria

Global Strategies for HIV Prevention

Health GAP Global Access Project

UNAIDS, the Joint United Nations Programme on HIV/AIDS

However, other organizations that operate in the same area as AIDS LIFE cannot
really be considered competition for the organization, because at the end of the day, they
have very similar goals and should not try to compete with each other but rather help each
other out. With some of the aforementioned organizations, this is already the case, because
AIDS LIFE supports them.
AIDS LIFE is influenced by the political situation in Austria insofar as the Life Ball
takes place inside a political building (Vienna City Hall). Therefore, it is important for the
organization that the government supports the ball. Otherwise, they would not be allowed
to hold their ball in this building. At the moment, the right-wing Freedom Party of
Austria is getting stronger and stronger, and their candidate (Heinz-Christian Strache)
wants to become the mayor of Vienna (the next municipal elections in Vienna will be held

this October). It is not very likely that he wins, but if he does, the Life Ball probably could
no longer take place in the City Hall and financial support for the ball would also be cut
drastically. In the past few years, the Life Ball has always received 800,000 euros
($897,800) of funding from the Viennese municipal government. As the Austrian
newspaper Heute reported, Mr. Strache and his party voted against allocating this sum to it
in 2014, arguing that the money had better be spent on education (Thalhammer, 2014). The
Life Ball still received the funding, because all other parties voted for it. However, if Mr.
Straches party becomes the strongest party in the municipal government, they would
probably not let the Life Ball take place in the City Hall anymore and would not let the
government support it financially.
Economic conditions influence the amount of money that can be raised, because
when the economic situation is bad, people are not so likely to donate money. In a crisis,
they focus on themselves first before thinking about others (which is totally understandable,
of course).
The Life Ball attracts many people who identify as members of the LGBTQ
community, so it is good for AIDS LIFE that society in Austria and in the U.S. is becoming
more open toward non-traditional types of families or lifestyles.
A technological development that surely had a positive impact on the Life Balls
popularity was the widespread adoption of the Internet and social media. Now, it is much
easier for the organization to reach out to people all over the world and also to attract

donors or ball guests from countries other than Austria. Without the internet and
globalization, this whole PR campaign would not make any sense.
External factors that could threaten the client would be another economic crisis,
because people would not have much money to donate or would not be willing to donate it.
As mentioned earlier, a right-wing government in Austria would be another problem, but
fortunately, this is not very likely to happen in the near future. This years Life Ball already
took place on May 16, so the next election in Vienna in October did not have an influence
on it; the 2016 Life Ball, however, might be influenced by the election results.
External factors that could be an opportunity for the client include the fact that
homosexuals or members of the LGBTQ community in general are nowadays supported
better than before. In some respects, homosexual couples already have the same rights as
heterosexual couples. When they can get married and receive the same benefits that
heterosexual couples get (which is the case in some states in the U.S.), they are more likely
to be able to afford going to the ball. Also, travelling is becoming cheaper, and there are
more and more cheap flights between New York City and Europe, so travelling to the Life
Ball becomes easier, too.

Organization Analysis
The organization has a very unique characteristic: The Life Ball is the only ball like
this in Europe. It combines Viennese ball traditions with modern elements. One example of
a Viennese ball tradition that they adopted is the traditional opening ceremony with young
dance couples who perform a typical choreography. Especially during the opening

ceremony on the City Hall square, which is open to the public and also broadcast as a live
stream, there is always a mixture between classical music and dance and modern
performances. Usually, opera singers perform next to music stars from the U.S. In general,
guests can choose between wearing formal evening attire and flamboyant costumes.
There are a few other non-profit organizations that focus on HIV/AIDS prevention
and help in Austria. They include

Die AIDS-Hilfen sterreichs

Buddy Verein

HIVmobil

Positiver Dialog

Stop AIDS

When there is a natural disaster, people tend to rather donate their money to help the
victims of the disaster, but fortunately, there are not so many natural disasters in Austria
and the United States. Furthermore, AIDS LIFE collects money all year round, whereas
disaster relief funds collect money for a short period of time (until the people affected have
received help).
What the PR department of AIDS LIFE consider their biggest challenge right now is
that many media that report on the Life Ball present it mainly as a society event, with many
celebrities attending, and guests wearing extravagant costumes. The Life Ball is seen as a
very happy and very gay event. AIDS LIFE would like more media to really present both
sides of the ball celebrating life AND fighting AIDS. Many media only mention the

reason for the ball very briefly, but the organization would like to have more balanced
coverage of the event.
One of the organizations goals is to raise awareness of HIV/AIDS and in theory, a
ball that creates so much media attention is a perfect way to make people aware of the
problem. In practice, however, as always with uncontrolled media, there are gatekeepers
who decide which part of the story they present to their audience. Often, journalists focus
on the party (and on the celebrities who attended it) rather than on the reason for which the
ball takes place.
AIDS LIFE would also like to attract more scientific attention they want to be a
platform for researchers, too. The Life Ball can reach a lot of people with its messages,
because the opening ceremony is watched by so many people on the City Hall square, on
TV, and via the live stream. Therefore, scientists could inform the public about their
research if they gave a speech during the opening ceremony. Until now, there have always
been representatives of AIDS LIFEs partner organizations who talked about the projects
the organization supports, but no scientists. Having scientists present their research during
the Life Ball would emphasize the serious reason for the ball.
Internal resources and assets to support a PR campaign are the existing PR
department and connections (to journalists, etc.) that they have already established. They
also have printing houses as their sponsors, so PR materials could be printed for free. The
same goes for graphic designers. In the United States, it should also be mentioned that
President Clinton has been attending the ball the past few years and that AIDS LIFE also

supports organizations like amfAr The Foundation for AIDS Research. There are also
always singers from the U.S. who perform during the opening show, for example Katy
Perry, Christina Perry, or Adam Lambert.
These famous people could support a PR campaign by posting about the Life Ball
on their social media pages, for example. They usually do that on the day of the event, but
it would be more effective if they kept mentioning the Life Ball afterward. Also, these
celebrities could provide AIDS LIFE with quotes that the organization can use on its
website or for various PR tactics.
An internal threat to the success of the campaign in the United States is that AIDS
LIFE is an Austrian organization, and as Austria is far away, the American public might not
see why this is relevant to them. If they want to attend the Life Ball, it is very expensive for
them. Also, as the Life Ball is apparently a very expensive event to organize, donors might
think that their money will be spent on organizing the ball rather than on HIV/AIDS
projects.
On the other hand, an internal opportunity for success is that we can build on what
is already there the PR team already established first contacts to U.S. media. There is a
solid foundation on which to build this campaign.

Target audience
The target audience for this campaign is rather young, open-minded, liberal, and
successful (i.e., they have enough money to donate some). They come from the New York
City area, because there are direct flights between New York City and Vienna, so it would
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be easier for them to attend the ball than for Americans from other regions. Also, New
York state is socially rather liberal: Same-sex couples can get married there, for example.
Speaking in VALS categories, the target audience consists of Thinkers (they are
motivated by ideals) as well as Experiencers (because they are driven by self-expression,
and the Life Ball clearly gives them a chance to express themselves). Of course, Innovators
are also targeted by the campaign, because they like luxurious things (and have the money
to afford them); and if you book a table at the Life Ball, it is very expensive.
When it comes to values and attitudes of the target audience members, they are
surely very outgoing, open-minded, and liberal. They are also generous; otherwise, they
would not donate money to a charity. Topics they are interested in include fashion, popular
music, and partying, but also more serious topics like equality.
AIDS LIFEs PR department would like to reach the following media in the U.S.:
HIVPlus Magazine (http://www.hivplusmag.com/) and a&u Americas AIDS magazine
(http://aumag.org/wordpress/).
The most important opinion leader who could help with a campaign is Bill Clinton.
With his wife running for president in 2016, he might be interested in getting some more
media attention that is not related to politics, and supporting a good cause is usually an
effective way to get positive media coverage. His Clinton Health Access Initiative is one of
AIDS LIFEs partner organizations and therefore, he has been attending the ball for years,
so he clearly supports it and would surely be willing to help with a campaign.

Many Americans also really like and respect the British Royal Family. As Prince
Harrys organization Sentebale is supported by AIDS LIFE this year, he would surely be
willing to support the campaign, too.
Another possibility would be Michel Sidib, executive director of UNAIDS and
undersecretary general of the United Nations, although I am not entirely sure how many
Americans know him. They do know the United Nations, however, and as long as his title
is mentioned, they will realize that he must be an important figure.
It would be better call upon these people than upon pop stars to support the PR
campaign, because the Life Ball is currently trying to emphasize the serious reason for the
ball rather than the party aspect.

Campaign Plan
Goals:
To inform people in the U.S. that the Life Ball exists
To make them visit AIDS LIFEs website
To make them donate money to AIDS LIFE

Objective 1: To increase
name-recognition of the
name Life Ball in New
York City by 50.000 people
=> Stage 1: Awareness

Strategy 1: Use uncontrolled

media to make people aware
that the Life Ball exists.
This will also serve
Objective 2, because it will
make them interested in it, too.

Objective 2: To create 10%

more traffic from the U.S. on
AIDS LIFEs website
=> Stage 2: Interest and
Stage 3: Evaluation

Strategy 2: Use controlled media to

inform people about HIV/AIDS and
what can be done to reduce its spread.
This also serves Objectives 2 and 3,
because the tactics used include
corresponding calls to action.

Strategy 1: see Objective 1

Strategy 2: see Objective 1

Tactic 1: Press release about
this year's Life Ball (took
place on May 16)

Tactic 2: Pitch letter:

"Behind the scenes of the
Life Ball"

Tactic 1: PSA about the

transmission of HIV, so that
people realize what an
important topic HIV/AIDS is
and that something needs to
be done

Objective 3: To receive
$50,000 in donations from
U.S. citizens before 2016s
Life Ball
=> Stage 4: Trial and Stage
5: Adoption

Strategy 1: Use social media

to solicit donations and
provide compelling reasons
to donate

Tactic 1: Video: 3 minutes long,

includes statements by opinion
leaders and celebreties, shows
where the donations go
Tactic 2: Instagram and
Facebook posts with photos of the
Life Ball and/or supported
projects

Tactic 2: Brochure about the

Life Ball and AIDS LIFE,
including calls to action
about donating and visiting
the website

Tactic 3: Facebook status

updates and tweets that describe
how much money was raised and
where the donations go

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The campaign has three goals: Firstly, it is supposed to inform people in the U.S.
that the Life Ball exists. Secondly, it should make them visit AIDS LIFEs website and
thirdly, it should make them donate money to AIDS LIFE. Although the Life Ball is
already well-known in Austria and in many parts of Europe, it has not really reached the
United States yet. This campaign aims to change this fact and make the Life Ball not only
known in the U.S., but also lead to more Americans attending it or making donations to
AIDS LIFE.
In order to reach these goals, there are three objectives to be achieved: Objective 1
is to increase name-recognition of the name Life Ball in New York City by 50.000
people, which can be measures by a simple survey. Objective 2 consists of creating 10%
more traffic from the U.S. on AIDS LIFEs website, and objective 3 is to receive $50,000
in donations from U.S. citizens before the 2016 Life Ball.
This campaign uses the Diffusion of Innovation theory as a theoretical basis. As
Wilcox and Reber (2013) point out, the theory was developed by Professor Everett Rogers
at Stanford University in the 1930s. It states that individuals go through five stages when
they are first confronted with a new product or idea: In stage 1, which is awareness, a
person first discovers the idea. Stage 2, interest, is when the person starts to look for
information about it. The next stage is trial, where the person samples the product or talks
to other people who have already tried it out. In stage 4, evaluation, the person tries to find
out if the idea is good for him or her. If he or she decides that it is good, he or she will
reach the fifth and final stage, adoption. He or she has now incorporated the idea or is using
the product.

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Although this theory is usually used in connection with technological products, it

can also be useful for this campaign. In this case, the idea that people should adopt is
donating money to AIDS LIFE and attending the Life Ball.
Objectives 1 and 2 serve the first two stages of the process of diffusion of an idea.
Most members of the target audience have probably never heard of the Life Ball before, so
this campaign really needs to start from the beginning.
First of all, objective 1 is to make the name Life Ball known in the U.S. This is
the awareness stage. Through the use of uncontrolled (strategy 1) and controlled media
(strategy 2), awareness for the global problem of HIV/AIDS is raised and the target
audience is for the first time exposed to the idea of attending the Life Ball and donating to
AIDS LIFE. Strategy 1 uses uncontrolled media to raise awareness of the Life Balls
existence. There are two tactics for this strategy: A press release about this years Life Ball,
which took place on May 16, is sent to newspapers, online magazines, and bloggers.
Furthermore, a pitch letter that contains behind-the-scenes information about the Life Ball
is sent to an HIV/AIDS-related online magazine. Strategy 2 uses controlled media to inform
the target audience about HIV/AIDS and what can be done to reduce its spread. The tactics
used are a public service announcement to be aired on local radio stations about the
transmission of HIV, so that people realize what an important topic HIV/AIDS is and that
something needs to be done, as well as a brochure about the Life Ball and AIDS LIFE
including calls to action about visiting the website and donating money.

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Secondly, the same strategies and tactics that are used to achieve objective 1 also
help to achieve objective 2 (website traffic; stage: interest), because the tactics present the
Life Ball in a way that creates interest for it. When people read an article in a newspaper
that resulted from the press release, for example, they will hopefully want to learn more
about the Life Ball. Of course, this is more difficult to achieve with uncontrolled than with
controlled media, because with uncontrolled media, there is always a gatekeeper (i.e.
journalist) who will eventually write the article and there is no way to control what exactly
will be written in the newspaper article. Hopefully, however, members of the target
audience will be encouraged to visit the website by all the tactics created. This objective
should also bring members of the target audience to stage 3 (evaluation). In this stage (as
well as in stage 4) personal contact is more important than the media. However, the media
can support the process by providing useful information about the event and the cause.
Even though evaluation is something that every person does individually, the tactics used
give them many things to consider. They contain information on the organizations that
AIDS LIFE supports and what they do, so that possible future donors see that their money
is used in a good way.
Lastly, there is objective 3, which is to receive donations from U.S. citizens. It
comprises stage 4 (trial) and stage 5 (adoption). Strategy 2 of objective 1 (Use controlled
media to inform people about HIV/AIDS and what can be done to reduce its spread) also
helps to achieve this objective, because the PSA and the brochure contain calls to action
about visiting the website and making a donation. The other strategy that is used to solicit
donations and provide reasons to do so involves social media and the tactics used are a

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video as well as social media posts. The video and the posts can be seen as a form of trial,
because the video contains footage from the last Life Ball, so that people can see what it is
like to attend it. The posts include statements by (famous) people who attended the ball and
provide information on the supported projects. When members of the target audience talk to
others who have already attended the ball in previous years, they also try it out in a certain
way, but this cannot be controlled by a PR campaign. People have finally reached stage 5
when they decide to donate to AIDS LIFE or attend the Life Ball, which the PSA, the
brochure, the video, and the social media posts encourage them to do.
For the campaign, and especially for objectives 2 and 3, the elaborated likelihood
model is also relevant. It was developed by Richard Petty and John Cacioppo and assumes
that there are two different ways to influence people. The first one, which they call the
central route, only works when people are already interested in the idea and think about it.
They also need to be willing to listen to the messages they receive and have an open mind
about it. As this is not always the case, there is also a peripheral route. This is a more subtle
way to influence people, because it involves the use of credible spokespeople, repetition, or
offers for rewards. (Lattimore, Baskin, Heiman, Toth, & Van Leuven, 2004)
This model is relevant for this campaign because the central route influencing
people directly, because they are interested in the idea from the beginning and actively
thinking about it will not be possible in the case of the Life Ball. Most people in the
United States have probably never heard of the Life Ball and many dont even know where
Austria is, so why would they bother to even consider travelling there to attend a charity
event. Therefore, a peripheral route has to be used to make them interested in the

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organization. Incentives for attending the ball are that it is such a big party with
performances of famous artists, that guests are encouraged to come up with flamboyant
costumes, which is a lot of fun for many people, and that guests might meet some
celebrities who also attend the ball. The Life Ball also has many more serious
testimonials it can use. They include opinion leaders like Bill Clinton, Charlize Theron,
Prince Harry of Great Britain, and Michel Sidib, executive director of UNAIDS and
undersecretary general of the United Nations. They will be quoted in the pitch letter and the
brochure as well as speak in the PSA and the video.

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Description of tactics
Press Release
Strategy for making news

The press release is going to announce that the 23rd annual Life Ball took place in
Vienna on May 16. It describes the ball and its guests and is supposed to make people
interested in the event, the organization that invented it, and the cause it raises money for,
namely the fight against HIV/AIDS. As a consequence, people should be encouraged to
visit AIDS LIFEs website and consider donating money to the organization or attending
the next Life Ball.
Objectives

The news release has three objectives: First of all, it informs people who do not
know it yet about the existence of the Life Ball. Secondly, it motivates people who already
know the event as was well as new people to visit its website and get more information
about it. Ultimately, people should be persuaded to make a donation, watch the live stream,
or attend the ball.
Actions the audience should take

The people reading about this should look up AIDS LIFEs website and consider
making a donation, watch the live stream of the next Life Ball or even attend it. It would
also be good if they talked to other people about the ball in order to increase its popularity.

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Mass media used for conveying the message

The press release will be sent to liberal daily newspapers in the New York City area,
because the target audience is well-educated and interested in topics like equality. They are
also successful (i.e., they have enough money to donate some).
Online magazines that focus on HIV/AIDS will also get the news release, because
they are more likely to report on it than mainstream media.
The press release will also be sent to American fashion and lifestyle bloggers,
because the target audience includes people who are rather young, outgoing, and openminded. They are interested in topics like fashion, lifestyle, popular music, and partying, so
they are more likely to read blogs than newspapers.
Central message

Attending the Life Ball is a unique way to celebrate life and fight AIDS at the same
time. According to Funders Concerned About AIDS (2013), AIDS LIFE was ranked 10th of
all European HIV/AIDS fund-raising organizations in terms of money spent for HIV/AIDS
help projects. As no other European event was ranked higher, the Life Ball can be called
Europes biggest HIV/AIDS charity event.
What is newsworthy about it

One of the relevant news values of the release is timeliness: The news release is
published shortly after this years Life Ball, which took place on May 16. The news hook is
that HIV/AIDS is definitely an ongoing issue all over the world that many people would
like to solve. The Life Ball is raising money for projects that help people all over the world,

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because it is a global problem that we all have to fight together. Even though the situation is
not so bad in the United States, many people realize that it is necessary to help people who
are living with HIV/AIDS in other regions of the world. The topic is of great significance,
because the goals of the organization are definitely significant on a global scale. We all
need to work together if we want to achieve an AIDS-free generation. Human interest
plays a role because the organization raises money for a humanitarian cause. People feel
good when they donate money to a good cause. Furthermore, attending the ball gives
people a chance to dress up in fancy costumes and have a great time at a huge party, which
should sound intriguing to many young and hip New Yorkers. Newness is a value in this
press release insofar as many people have probably never heard of the Life Ball and it is
also unusual, because there are not many other AIDS fundraisers that are so
unconventional. Prominence is another value, because many famous people attend the ball
every year (Bill Clinton, Dita Von Teese, Elton John, Naomi Campbell, Sharon Stone,
Kelly Osbourne, Jean Paul Gautier, and many more).
Relation of press release to campaigns goals

The press release fully supports the campaigns goals, because it helps raise
awareness for the topic (stage 1), spark peoples interest (stage 2) and will hopefully give
them some good reasons why they should consider attending the ball or donating money
(stage 3).
Press release copy

See appendix.

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Pitch Letter
Content

The pitch letter proposes an exclusive backstage story of the next Life Ball , which will
take place in May 2016 in Vienna. However, it is not only about the party aspect of the Life
Ball, but also emphasizes the serious cause for which the Life Ball raises money.
Selected medium

The pitch letter is addressed to HIVPlus Magazine (www.hivplusmag.com). On its Twitter

account, it calls itself the countrys largest publication aimed at people with HIV and
people who care about them. Although its headquarters are in Los Angeles and this
campaign is aimed at people from the New York City area, it is still a suitable medium,
because it is published online and its readers are therefore not geographically limited to
California or the West Coast. The magazine has reported about the Life Ball in 2012 and
2014 and therefore, they will probably be willing to write about this years ball again. The
story could be published in their Events or Activism sections. The pitch letter is
addressed to Neal Broverman, who already reported about the 2014 Life Ball.
Pitch letter copy

See appendix.

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PSA
Objectives

The PSA informs the public about the transmission of HIV, so that people realize
what an important topic HIV/AIDS is and that something needs to be done. It also tells
them that HIV can be treated rather well in the United States, but that HIV-positive people
in other countries dont always have access to treatment. It should make them think about
the topic.
Central message

Everybody should know his or her HIV status and HIV should no longer be a taboo
subject.
Target audience

The target audience for this PSA comprises basically everybody in New York City,
because HIV/AIDS is a topic everybody should be concerned about. Even people who do
not belong to typical risk groups should know and talk about it, because if we want to
remove the stigma, everybody should participate.
Actions the audience should take

The audience should openly talk with their family and friends about HIV/AIDS, get
tested for HIV (many people get infected because their sexual partners do not even know
that they are HIV-positive), and make a donation to AIDS LIFE.

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How to attract the listeners attention

The first speaker is Gery Keszler, founder of the Life Ball and CEO of AIDS LIFE.
He speaks English with a rather strong Austrian accent, which should make people listen
more closely. The next speakers are Bill Clinton and Charlize Theron, whose voices the
audience should recognize.
Types of radio stations targeted

As the target audiences are many different people from New York City, the PSA
should be aired on as many different public stations as possible. They include WNYC FM,
WNYC AM, WQXR FM, and WFUV.
Public affairs directors would be willing to air this PSA, because

it is about an important issue that should matter to many people (topicality), it is

localized (specific data for New York is used), and the speakers include famous
personalities (Bill Clinton and Charlize Theron). Furthermore, PSAs related to health and
safety often receive air time in general.
This strategy and message are in keeping with the campaigns goals, because

the organization wants to reach as many people as possible in order to raise

awareness of HIV and AIDS (stage 1) and make them interested in the topic and the
organization (stage 2). Also, the PSA gives the target audience facts to consider when they
evaluate the idea of donating to AIDS LIFE (stage 3) and contains a call to action to make a
donation (stage 5).

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PSA script

See appendix.

Brochure
Strategy

With this brochure, people in the U.S. are informed that there is such a thing as the Life
Ball (stage 1). The brochure also creates interest in the ball (stage 2) and gives people a lot
of information to consider when they are evaluating the idea (stage 3).
The target audiences are people from New York City who are already interested in
supporting HIV/AIDS projects. The brochure will be available in hospitals that specialize
in HIV/AIDS treatment and care, at gay and lesbian clubs and events, as well as at certain
HIV/AIDS charity events. Members of the target audience are open-minded, liberal, and
successful (i.e. they have enough money to donate some).
The brochure encourages the audience to look up the Life Balls website, consider
attending it in the next years, and donate money.
The brochure will support the campaigns goals because it will increase the number of
people who know what the Life Ball is, it will spark their interest, and will hopefully also
lead to some donations being made to the organization.
Content

The central message of the brochure is that there is a way to celebrate life and fight AIDS at
the same time, and that this is the Life Ball in Vienna, Austria.

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The brochure is a classic bi-fold (6 pages), because it is a standard format that easily fits
into brochure racks.
It includes photos of past Life Balls and guests costumes, because possible future
guests of the ball should get a good impression of what it is like. It also includes the
organizations logo and pictures of Bill Clinton and Prince Harry, because they are
testimonials for this campaign.
Brochure copy and mock-up

See appendix.

Video
Content

The short video (3 minutes) is a compilation of footage from this years Life Ball,
statements by opinion leaders and famous supporters of the ball (e.g. Bill Clinton, Prince
Harry of Great Britain, Michel Sidib, Charlize Theron, Dita Von Teese), and pictures of
projects and people supported from all over the world.
Strategy

The video serves as a trial for the audience, because they can experience what it
would be like to attend the Life Ball. At the same time, they see that the money they donate
really goes to important projects and really makes a difference for the people who are
supported. The fact that opinion leaders and famous personalities endorse the Life Ball
shows that it is a trustworthy organization.

23

Medium

The video is going to be available on the Life Balls website and Facebook page and
on YouTube. There will also be a tweet containing a link to it.
It supports the campaigns goals because

it shows possible future ball guests what the Life Ball is like (stage 4) and helps solicit
donations (stage 5), because it contains a call to action and shows where the money goes
and that it is really spent on the projects.

Instagram and Facebook posts

Content

There is going to be a weekly Facebook and Instagram post with photos of the Life Ball
(plus famous testimonials) and/or supported projects.
The posts support the campaigns goals because

they make people interested in the ball (stage 2), give them reasons to consider attending
the ball (stage 3), and help solicit donations (stage 5), because they show where the money
goes and that it is really spent on the projects.

Facebook status updates and tweets

Additionally, there will be weekly status updates and tweets that describe how much money
was raised and where the donations go. They can also contain links to AIDS LIFEs partner
organizations websites or to articles about the supported projects, for example.

24

References
Funders Concerned About AIDS. (2013). Philanthropic support to address
HIV/AIDS in 2013. Retrieved from
http://www.fcaaids.org/Portals/0/Uploads/Documents/Public/2014/RT/FINALFCAA_2013
TrackingReport_web.pdf.
New York City Department of Health and Mental Hygiene. (2015). New York City
HIV/AIDS annual surveillance statistics 2013. Retrieved from
http://www.nyc.gov/html/doh/downloads/pdf/ah/surveillance2013-table1.1.pdf.
Lattimore, D., Baskin, O., Heiman, S.T., Toth, E.L., & Van Leuven, J.K. (2004).
Public relations: The profession and the practice. New York: McGraw Hill.
Thalhammer, A. (2014, April 24). Freedom Party of Austria says No to the Life
Ball. Heute, p. 16.
Wilcox, D.L, & Reber, B.H. (2013). Public relations writing and media techniques.
New York: Pearson.

25

Appendix

26

AIDS LIFE Life Ball Team

Werdertorgasse 1
1010 Vienna, Austria
Phone: +43-1-595 56 00
Email: lifeball@lifeball.org
FOR IMMEDIATE RELEASE

Fighting AIDS and celebrating life 23rd Life Ball in Vienna

Media Contact:
Katharina Karmel
+43-1-595 56 00 12
presse@lifeball.org

VIENNA, Austria. (May 18, 2015) On Saturday, the 23rd annual Life Ball took place in
front of and inside the historic Vienna City Hall, raising nearly $2 million for international
HIV/AIDS relief. Combining traditional Austrian ball traditions such as a classical opening
dance by young couples with modern elements like performances by Mary J. Blige and
others, the ball raises approximately $2 million every year for international HIV/AIDS
projects. It is Europes biggest and most unconventional HIV/AIDS charity event.
Around 40,000 people watched the public opening ceremony on the City Hall square and
4,000 had tickets for the party inside the City Hall.
In 2016, the theme was Gold, which was an allusion to famous Austrian painter Gustav
Klimt. Ball guests dressed up accordingly, and the stage was a reproduction of the golden
dome of the Vienna Secession building, where Mr. Klimt worked.
The two-hour opening ceremony that took place on the City Hall square included a fashion
show by Jean Paul Gaultier and musical performances by Mary J. Blige and others, as well
-more

23rd Life Ball in Vienna

as statements by spokespeople of some of the organizations supported. One of the speakers

was Charlize Theron, who thanked the Life Ball for supporting her Africa Outreach Project.
President Bill Clinton, who has regularly attended the ball in recent years, sent a video
message saying how thankful he is for AIDS LIFEs support. As the opening show was
admission-free, around 40,000 people watched it on the City Hall square. For those who
were not in Vienna at the time, a live stream was available on YouTube. Around 10,000
people from all around the world watched it.
Gery Keszler, founder of the Life Ball, gave an emotional speech during the opening show:
In the past 23 years, I have lost many friends. A lot has been achieved since the first Life
Ball took place, especially in terms of medicine. Social AIDS, however, still exists HIV
and AIDS still carry a huge stigma. I would prefer that this party is not necessary anymore
because we have defeated AIDS; but reality is different. The Life Ball wants to give all
people living with HIV or AIDS courage. Lets celebrate together in order to make AIDS
history. Mr. Keszler dedicated this years Life Ball to a friend who recently passed away.
With the donations raised, the Life Ball supports projects all over the world. It works to
reduce mother-to-child transmission of HIV in sub-Saharan Africa with the Clinton Health
Access Initiative; it supports amfAR, the Foundation for AIDS Research, and its pediatric
network in Southeast Asia; and it focuses on HIV prevention for women and girls with The
Global Fund to Fight AIDS, Tuberculosis and Malaria.
-more-

23rd Life Ball in Vienna

The Life Ball celebrates life and fights AIDS at the same time. The illness can only be
defeated by joint efforts, and the Life Ball is a platform for this international cooperation.
Anyone who would like to find out more, make a donation, or buy tickets for the next Life
Ball can do so on www.lifeball.org.

About the Life Ball:

The Life Ball (www.lifeball.org) is a charity event that has taken place every year since
1993 in May or June in Vienna, Austria. It aims to raise awareness of HIV and AIDS and to
generate funds for the fight against HIV and AIDS. Guests are encouraged to wear
costumes that match the theme, which changes every year. The opening show on the
Vienna City Hall square is publicly accessible and free of charge; Tickets for the party
inside the City Hall are 90 euros ($100) for guests in costumes or 160 euros ($175) for
guests in formal evening attire.

About AIDS LIFE:

The Austrian nonprofit organization AIDS LIFE was founded in 1992. It employs 20
people, who organize the Life Ball and some smaller events with the help of countless
volunteers. With the funds raised, AIDS LIFE supports Austrian and international nonprofit
organizations that help people who are living with HIV or AIDS.
###

Life Ball Press Team

Werdertorgasse 1
1010 Vienna, Austria
Phone: +43-1-595 56 00
Fax: +43-1-595 56 77

April 15, 2016

Neal Broverman
HIVPlus Magazine
c/o Here Media
10990 Wilshire Blvd, PH
Los Angeles, CA 90024

Backstage at the Life Ball, which raises millions to end HIV and AIDS
Dear Mr. Broverman,
I work with the Austrian nonprofit organization AIDS LIFE, which organizes the Life Ball,
Europes biggest AIDS charity event. Last year, more than $2 million were raised during
the Life Ball weekend. Since you covered the Life Ball in 2014, you might be interested in
an exclusive backstage story of this years ball.
The 24rd annual Life Ball will take place on May 21 in front of and inside the Vienna City
Hall. As this years motto is Gold, many of the 40,000 people who will watch the
opening ceremony on the City Hall square will probably wear glittery costumes. Thousands
more from all around the globe will watch the live stream on YouTube. Around 4,000
people purchased tickets for the party in the historic City Hall that will follow the public
opening ceremony.

Life Ball Press Team

Werdertorgasse 1
1010 Vienna, Austria
Phone: +43-1-595 56 00
Fax: +43-1-595 56 77

However, none of these people will have access to the backstage area, where international
music stars and models as well as spokespeople of AIDS LIFEs partner organizations
prepare for their performances and speeches.
Let me give you a sneak peek of what happened backstage at the Life Ball last year:
Charlize Theron and Prince Seeiso of Lesotho bonded over their mutual desire to prevent
children from an HIV infection, for example. They attended the ball on behalf of their
respective programs (Charlize Theron Outreach Project and Sentebale), which receive
donations from this years ball. Both attended the Life Ball for the first time and were
fascinated by the flamboyant costumes, the great show, and the impact the ball makes.
You just have to love the Life Ball for all it does for people living with HIV or AIDS.
Unfortunately, there is no event like this in the U.S., said Ms. Theron.
If you are interested in reporting exclusively from the Life Ball backstage area, we can
offer you a flight from New York City to Vienna on the official Life Ball plane on May 20
and a two-night-stay in our partner hotel Le Mridien in Viennas first district.
Please let me know if you are interested in the story. Also, feel free to contact me if you
need additional information.
Thank you,
Marina Stadlbauer
+43-1-595 56 00 12
presse@lifeball.org

PSA : 60 SECONDS
Gery Keszler: 117,618 PEOPLE IN NEW YORK CITY WERE LIVING WITH HIV OR
AIDS IN 2013, ACCORDING TO THE NEW YORK CITY DEPARTMENT OF
HEALTH AND MENTAL HYGIENE.
Bill Clinton: THOSE ARE THE OFFFICIAL NUMBERS. BUT WHAT WE DONT
KNOW IS HOW MANY MORE PEOPLE DONT HAVE ANY IDEA WHAT THEIR
HIV STATUS IS, BECAUSE THEY CANT BE BOTHERED TO GET TESTED.
Charlize Theron: AND IF THEY HAVE UNPROTECTED SEX, THEY MIGHT
INFECT OTHERS WITHOUT EVEN REALIZING IT.
Bill Clinton: YOU DONT WANT TO BE ONE OF THOSE PEOPLE, DO YOU? NOW,
GO TO YOUR NEAREST CONFIDENTIAL STD CLINIC AND GET TESTED. IT
ONLY TAKES A FEW MINUTES. AND DONT BE AFRAID BEING DIAGNOSED
WITH HIV IS NO LONGER A DEATH SENTENCE IN THE U.S. LUCKILY, WE
HAVE THE MEDICATIONS AND FACILITIES TO TREAT THE ILLNESS.
Charlize Theron: OTHERS ARE NOT SO LUCKY IN MANY POOR REGIONS OF
THE WORLD, MOST PEOPLE DONT HAVE ACCESS TO HIV TREATMENT.
Gery Keszler: IF YOU WANT TO SHOW YOUR SOLIDARITY, AND SUPPORT
PEOPLE LIVING WITH HIV OR AIDS ALL OVER THE WORLD, GO TO LIFEBALLDOT-ORG AND MAKE A DONATION. THATS LIFEBALL-DOT-ORG.

Life Ball Team

Werdertorgasse 1
1010 Vienna, Austria
Phone: +43-1-595 56 00
Email: lifeball@lifeball.org

The work AIDS LIFE does is

wonderful. I attend the Life
Ball every year, not only
because it is a great event, but
also because so many people
can be supported with the
funds raised.
- President Bill Clinton

Our bilingual team is looking

forward to answering your calls
and emails in English or German.

To see more photos of the ball and

to learn more about the projects
we support, visit
http://www.lifeball.org
or go to
LifeBall
lifeball_official
@lifeball

Gery Keszler, founder of the Life Ball,

visits a hospital in Zanzibar that is
supported by AIDS LIFE.

lifeballvienna

Would you like to go to the same

party as Bill Clinton, Mary J.
Blige, and Charlize Theron?
Have you ever wanted to visit
Austrias beautiful capital
Vienna?
And how would you feel about
attending Europes biggest
HIV/AIDS charity event?

AIDS LIFE and the Life Ball

Supported organizations include:

History of the organization

AIDS LIFE was founded in 1992 as a charitable
organization. One year later, the first Life Ball
took place. It started out as a rather small
event, but soon became bigger and more
international. The Tickets for the 2015 ball sold
out in less than a minute.

The Foundation for AIDS Research

(amfAR)
o Cooperation since 2005

What makes the Life Ball special?

It combines Viennese ball traditions such as a
classical opening dance of young couples with
modern elements such as fancy costumes. The
ball begins with an opening ceremony on the
Vienna City Hall square that includes a
fashion show and performances by musicians
from all around the world, followed by a party
inside the historic City Hall.

Clinton Health Access Initiative

(CHAI)
o Cooperation since 2007
o Today, AIDS LIFE is one of
CHAIs most important supporters

What is it good for?

The Global Fund to Fight AIDS,

Tuberculosis and Malaria
o Cooperation since 2014

The aim of the ball is to raise awareness and

money. In 2014, more than $2 million were
raised for Austrian and international
HIV/AIDS projects.
Want to learn more?
If you want to know how you can fight AIDS
and celebrate life at the same time, visit
www.lifeball.org.

UNAIDS the Joint United Nations

Programme on HIV/AIDS
o Cooperation since 2010

I wholeheartedly thank AIDS LIFE for

supporting my organization Sentebale,
which gives children in Lesotho a
chance to have a better life. Among
other things, they are taught how to
protect themselves from contracting
HIV, which is really important in a
country with such a high HIV infection
rate.
- Prince Harry of Great Britain

You can help, too:

Start fighting AIDS and
celebrating life right now.
To learn more or to make a
donation, visit
www.lifeball.org.