Wednesday, March 14, 2012

Remain Relevant

Relevance is the key success factor in any organization. Relevance of your mission and values to what you do, how to achieve your goals, and how you are perceived amongst your consumers and the community. The challenge is then making sure your audience is aware of what you're doing. Enter marketing and social media. These tools increase online conversation and interest that stems into action amongst your audience. Then, you're relevant. 

I think this creates a segue to giving a perfect example of someone who is relevant to his mission and values: Charlie Sheen, Fiat and DIRECTV. Recently, Fiat and DIRECTV have been able to capitalize on the bold enigma that is Charlie Sheen in their advertising strategy. Both brands have stayed true to their marketing strategy to promote their product and brand value while Charlie Sheen does what he does best, living large (please don't make me type Winning). It's 2012 and the man's still relevant.


DIRECTV


Fiat

Tuesday, March 13, 2012

The Announcement

In 1991 the face of the HIV virus changed. Pre-1991, homosexuals were the face of HIV  in the community and it was always deadly. It was assumed and feared that HIV was contracted by coughing, touching, sweat. That face changed on November 7th 1991. It was now Magic Johnson. On Sunday night, ESPN film series launched 'The Announcement', a powerfully human documentary that told the heartbreaking story of Magic Johnson's battle with HIV.

On November 7th 1991, Magic Johnson announced to the world that he will be retiring from the NBA due to contracting the HIV virus. In 1991, this was expected. If you have HIV you could not be involved in physical and contact sports. 

Early detection may have saved Magic's life. While undergoing a routine physical, a requirement for his medical insurance at the Lakers, the virus was detected. One week prior to this diagnosis he found out that his wife, Cookie, was pregnant with their first child. They waited an anxious 10 days to find out if Cookie was also HIV positive as this would, in all likelihood, mean their baby would also have the virus. The result was negative. He then announced his retirement.

A man who was a basketball legend, surrounded by friends and loved by so many, suddenly found himself struggling to find a friend with whom he could play one on one. It was clear HIV was still feared. The same stigma was attached, no matter who had the virus. Magic openly discusses the struggles he faced once he announced his illness and at no time says he regrets his decision to publicly announce his illness. As he said "God gave this virus to the right person". He saw himself as a person who could reach people and educate about HIV. He couldn't remain silent; in his eyes he only had one option. How powerful! And he hasn't stopped working since. Magic has become a voice for HIV in the community, bridging the gap between knowledge and assumptions, educating how it's transmitted. He is the powerful voice for safe sex. 

In 1992, after playing on the Barcelona Olympics Dream Team with Larry Bird and Michael Jordan, Magic returned to the NBA playing for the Lakers. This return launched the medical safety now adhered to by sporting teams around the world: gloves to treat athletes and removal from the game when a player sustains an injury that draws blood. He shortly left the NBA once more due to protests by the public and other NBA players.

This man was alienated by so many and yet he continued to work hard as an HIV activist. A strong, cheerful, bright positive personality found his place in the Magic Johnson Foundation and in Magic Enterprises. His foundation today has established five full service HIV/AIDS Treatment Centers in economically challenged, minority communities throughout the US. Magic's Foundation treats 1200 people each year. Since the foundation's launch, over 30,000 people have been treated. He provides 'medicine, anti-retroviral therapy, testing, counseling and ongoing disease management', and continues to educate and spread the safe message to communities throughout the US each year. As Magic said, God gave this to the right person. What an extraordinary man.