CREW: Department of Health and Human Services: Public Affairs Firms Documents: 01/24/07: HHS/OASPA FOIA Response 2 of 2

Field, Ellen (HHSIASPA)
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From: Amanda Samponaro [ASamponaro@AdCounciI.org]

Sent: Thursday, October 05, 2006 9:45 Ah1
To: Field, Ellen (HHSIASPA)
Cc: Kristin Hajinlian; Petree, Kirsten (HHSIASPA)
Subject: Obesity PSA talent renewal
Ellen,
It was a pleasure meeting you yesterday, I hope that you had a quick and safe trip hon- .As you ma!.
knonr the Childhood Obesity Prevention TV PSAs--areexpiring this month and the -4d TI,' and radio
,
, -work .will~~beexpEingin the next .cou$~of months.. Kristin and I have reviewed all 01 e \i:grk gncj the
he ro1l6\i.;ng
placement they have rqeivedand based upon their performance have dezlded t ~ - & n e j --.~.
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PSAs for another year. The cost to renew the work is within our talent reneival budse ~ l e alet- ~nie-
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know if you have any questions.
Kind Regards,
Amanda
Television Renewals
Belly English: 30 :25 :15.:, .
Belly Spanish: 30 :25 :15 ".
Chin: 30 :25 : 15
Love Handles: 30 :25 : 15
Thunder Thighs: 30 :k5--- --. .-
Spare Tire: 30 : 15
Birds: 30 :25 : 15
Bullseye: 30
Grandpa English:30 :25 : 15
Grandpa Spanish: 30 :15-
.<
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Radio Renewals -- . -A. . .. .. .. ....
Long Distance Dedication: 60

Grocery Store: 30:25
Swimming English: 30 :25
Walking Spanish :60 :55
Vegetables Spanish :60 :55
Amanda X.Samponaro-.4ssistant Campaign Mariager-a'

The Advertising Council
26 1 Madison Avenue
1 1th Floor
NY,NY 10016
\vn:~v.adcounciI.org
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Sent: Tuesday, October 03, 2006 3:18 PM
To: Field, Ellen (HHSIASPA); Petree, Kirsten (HHSIASPA)
Cc: Kristin Hajinlian -
Subject: Call In number for Friday's call
Ellen and Kirsten,
- Below is the call in number and pass code for our'call on Friday at 2 p.m.
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Amanda
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call in number: 866-321-01.59

passcode: 18,8137::
Amanda N.Samponaro-Assistant Campaign Manager

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-2- 261 Madison Avenue
11th Floor
NY,NY 10016
tvww .adcouncil.org
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Sent: Monday, October 02, 2006 5:1'1 PM
To : Petree, Kirsten (HHSIASPA); Field, Ellen (HHSIASPA)
Cc: Kristin Hajinlian
Subject: RE: Creative Brief
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Ellen and Kirsten.
I \\.as wondering if you all would actually be able'to meet on Thursday instead? Does ~hursds!. ar 12:30
p.m. work for you all? -- -
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Please let me ~ ~ I O U. ,. .. . . . . . . ..-- __-_.
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thanks: ...
Amanda

261 Madison Avenue
11th Floor
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From: Petree, Kirsten (HHS/ASPA) [ri~ailto:Kirsten.Petree@HHS.GOV]

Sent: Monday, October 02, 2006 4:03 PM
To: Field, Ellen (HHSIASPA); Amanda Samponaro
Subject: RE: creative Brief ...
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From: Field, Ellen (HHSIASPA)

To: 'Amanda Samponaro'
Cc: Petr'ee, Kirsten (HHSIASPA); Kristin Haj~nlian
....
I'm free at 1 or 2
From: Amanda Samponaro [mailto:ASamponaro@AdCounciI.org]

Cc: Petree, Kirsten (HHSIASPA); Kristin Hajinlian
Subject: Creative Brief
Ellen,
I hope you had a nice weekend. We nrould like to ~valkyou and Kirsten through the ckearive brlei' h;
1
the next round of PSAs, along \vith McCann. and wanted see whar your availabili~.is on Frida~.
October 6. We are all free from Kocn until the end of the day. Please let me h o \ v if n!. rime in rhcsc
will work for both of you and I will set up a call in number.
Thank you,
Amanda
.,
Amanda N.Sarnponaro-Assistant Campaign Manaser
--
--- The Advertising Council
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261 Madison Avenue - - --.
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Sent: Friday, September 29,2006 11:03 AM
Cc: Petree, Kirsten (HHSIASPA); Anthony. Signorelli; Kristin Hajinlian; Heidj Arth
Weinstein; Davit, Cecilia (NYC-ME); Christie, Erin (NYC-ME)
Subject: First Quarter 2006 Donated Media Analyses and Reports - Obesity and Chill od Obesity
Prevention
Attachments: Obesity 1Q06 .doc; Childhood Obesity 1Q06 .doc; 1Q06 Childhood Obesity
1Q06 Obesity Prevention.xls .
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Ellen,
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Please find-attached fdr you? ievieG the donated media analyses &d reports foithe ad and youth - .-
Obesity Prevention campaigns for first quarter (January - March) 2006. I'm happy to on it n,as
another strong quarter for both of our campaigns and am pleased to share the results \I >rou. Please
feel free to call me should you have any questions regarding the reports or if you ~ ~ o u ' ro discuss
ike
them in further detail.
Kind Regards,
dl' %
Amanda a--
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Amanda
... N.Samponaro-Assistant Campaign Manager
26 1 Madison Avenue
I 1 th Floor . ..*-
N Y , h T 10016
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Obesity Prevention: Meeting with Secretary Leavitt and CEOS

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From: Anthony Signorelli [asignorelli@AdCouncil.org]
Sent: Friday, September 29, 2006 5:15 PM
Subject: RE: Obesity Prevention: Meeting with Secretary Leavitt and CEOS
Ellen,
Do you have time on Monday for a brief chat? I'd like to discuss thls a bittfurther so we are all i the same :. .:.::
I think we both want to accomplish the same thing. We slmply need to make sure that we pro, e the nece::sn..
structure for the Secretary to make the ask and a plan of act~onthat companies can walk awa! om the me-;:.:;
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with.
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Let us know-when you are free:'.. . . .

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Thanks.
Anthony
From: Field, Ellen (HHSIASPA) [mailto:Ellen.Field@HHSSGOV]

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To: Anthony Signorelli
I need to process this aIit*:- 1-thmght we wanted the CEOs to meet with the Secreta~?.to get I board G t h thc --.
Prevention effort and messaging and to explore how they could participate. I suspect he'd like repeat to them
what he said to us-that he'd like a piece of their marketing budgets, not their donation._budget If n.r havr
already probed for a commitment frol'n them, \,.hat is the purpose for the Secretan. ti meet \vii them-beyond
thanking them for their support? My interpretation of what we wanted to create was an oppor nit\. for him to
ask for their support. -.
.- with Penny and Sheila and see what they think.
Let me talk i t over
E
From: Anthony Signorelli [mailto:asignorelli@AdCouncil.org]

To: Field, Ellen (HHSJASPA)
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Ellen, .'_ I
Please refer to the attached document for a revised 1st of potential attendees. We've cut it do 1slightly from the
previousattachment and have not yet identified the'approprlate person for each organization 1 nvite. It's
probably not going to be the CEO and more likely the Chief Marketing Officers or some other I .son who has
their hands h i the marketing for these companies.
This list focuses on the major players within the industry, many of which are already Coalit~on Healthy Children
members. We'll be,working with Dreamworks to identify opportunities among their partners ( 2 3 provided on this
short I~st),as well as attempt to get commitments from our current Coalition members. The cr *la for coming to
the meeting with Secretary Leavitt will likely be that the company agrees to put resources beh l our efforts in
some significant way, which will get the numbers down from the current 21. As Kristin mentio 3, it would be
helpful to know if we have a capacity issue.
Obesity Prevention: M e e t i n g w i t h Secretary Leavitt and C E O S
If you agree on the general list, we can begin approaching the companies for commitments.
recommend that we wait for your briefing with the Secretary.
Please let us know if you have any questions.
Thanks,
Anthony
Campal? Director !
Anthony Signorelli!-\!.P.. . .
261 Xladison Ave. I S e w \l'orrt.'Xeu 1.ork lO(Ji6
P: (212) 5%-7989; E: as~~morc~iI~r:ac:c~~n:ii.nr~
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From: Kristin Hajinlian
To: 'Field, Ellen (H_HS/ASPA)' -. -
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-Cc:Anthony Signorelli . .. - ... -.

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Subject: RE: Obesity prevention: Meeting with Secretary Leavitt and CEOS -.-. .
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Hi Ellen,
Attached is rough attendee list that Anthony put together for the meeting with Secretary Leavitt In December. At
this point it is still very broad and will change as we gauge interest from some of the
estimate of the total number of attendees from HHS that would participating in the meeting?
understanding whether or not we should focus on a particular number for this list.
Since the agenda we sent you<.&very top line, we can participate in the briefing via phone or pdt together some
more information on the coali%" and the co-branding opportunities we would like to offer them!
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Lastly. E-Prize and You Tube are on board to host the online contest in the Spring of 2 0 0 7 ltve/askedthem to p"t
together an outline of th$-&.istics and how i t will work and should have that for you by the end of next wgek. W e .. . --..,
are scheduled to have a call witht6em on Tuesday to discuss some of the specifics.
I will be down at SAMHSA for a meetlng most of the day on Monday, but will be c h e c k t q In peflod~callyon email
Have a nice weekend. ..
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Regards,
- -->- Kr~stin -. .-. --
From: Field, Ellen (HHSIASPA) [mailto:Ellen.Field@HHS.GOV]

Sent: Friday; September 29, 2006 10:57 AM
To: Kristin Hajinlian
Cc: Anthony Signorelli
Kristcn,
\,lie will have to rr~eetlcith the Secretan and outline our proposed meeting and its attendees pri
proposed date on the calendar. S o r n . I \\ish there \<as an easier way.
Obesity Prevention: Meeting with Secretary Leavitt and C E O S
To prepare for that meeting, I \\ill use the proposed agenda that you sent over last \\.eel;. I h d j
major changes to it from Sheila and Penny: in concept. it is good for 1101~.I \vould like to sup!
with a listing of proposed attendees (CEOs), and ally description of the part they uili play i ~ tli
I am sure that I trill also need to brief the Secretan. on o u r progress \\ith the online \.idea con1
remember, you going to send me a \\rite-up, so I can confer with our General Counsel and gct
acti\it\-. When might I receive tliat \\*rite-up?
Ellen
From: Kristin Hajinlian [mailto:KHajinlian@AdCouncil.org]

Sent: Thursday, September 28, 2006 4:07 PM : ,

Subject: Obesity Prevention: Meeting with ~ e c r e t a i ~ e a v and
i t t CEOS
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Hi ~ l l e n ,
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I just wanted.to follow upand see if y o u have any potential dates for the meeting with We-Sec y during the. - .--
first week in December. Dreamworks is also checking availability, but we want to make sure 3n also get the
meeting on Peggy Conlon's calendar.
Please let me know if you have updates.
Regards,
Kr~stin
%-:.
Kristin Hajinlian I Campaign Manager

'rhk Advertising Count.(/--".- --. ...."
p 212.984.1956lf 212.922.1676
www.adcounciI.org ..
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Meeting with Alliance for Healthier Generation

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From: Heidi Arthur [harthur@AdCouncil.org]

Sent: Monday, September 18,2006 3 5 3 PM
To : Field, Ellen (HHSIASPA)
Subject: Meeting with Alliance for Healthier Generation I
Follow Up Flag: Follow up I
Flag Status: Yellow
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Ellen,
Are you free tomeet with the Alliance for Hg@thierGeneration (ClintonlAmerican Heart lnitiatide) on 1014 a! 3:30
-in.NYC? . . . . .
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Heidi
Next Steps

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From: Heidi Arthur [ h a ~ h u r @ ~ d ~ o u n c i l . o r ~ ]
Sent: Thursday, September 14, 2006 9:20 AM
To: Field, Ellen (HHSIASPA); Anthony Signorelli
Cc : Kristin Hajinlian; Petree, Kirsten (HHSIASPA)
Subject: RE: Next Steps
We .can talk Friday at 11:30. Does that work?
Funny you should mention the Alliance for a Healthier. Generation. Peggy and I met with the E cutlve
Director yesterday morning, in addition to others from the Clinton Foundat~on.We-covered a r ige of top~csanc
touched upon our Smail Steps c a m p a i g n a d the coalition for Healthy Children. We agreed tc lave a follov~up
Ik. -meeting to d~scusspotential partner-ships-on
. . Childhood Obesity Prevention.. .. -. -- .. .-- - - - ..
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Looking forward to catching up.
Heidi

Sent: Wednesday, ~eptem6sh;;l3, 2006 6:13 PM
To: Anthony Signorelli; Heidi Arthur
Cc: Kristin Hajinlian; Petree, Kirsten (HHSIASPA)
Subject: Next Steps
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Hey there,
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Can you believe it has already been a week since our meeting? I wanted to report that the S e c ~ a n had a good
follow up discussion with Roger Enrico yesterday evening. Roger wanted to convey his persor his support for
the Secretary's childhood
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obesity initiative and to regret he couldn't make the meeting last Wc ~ e s d a y . ..
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The Secretary thanked-~reamlrciorksfor their g&erosit\. in thi'de\relopment of the campaign aterids and
spoke about his desire to broaden support from a numberof other food/be\rerage corporation vho have a stake . ..
in obesity prevention. They talked about his idea of inviting a number of CEOS to participate discussions
addressing preGention issues and promised that I \could follow up \\lth Roger to plan a date a I an agenda.
That means we need to talk about our strategy and goals for that CEO meeting and somehow 1 Jge how
interested our CEOs will be. Do you have time tomorrow or Friday to have a quick pl me
conversation? (I can do 11-3on Thursday or Friday). I'd love to include you,'Hiidi, : we think about
strategy since you've been so instrumental in this project thus far!!
I've also gorfen wind of a new initiative called the Alliance for a Healthier Generation with tht Ieart Association,
the Clinton Foundation and the Pmerican Beverage .&sociation (among others) to create a ne school beverage
policy. We'd probably like to reach out to them as well.
Our meeting touched on the e\~aluationquestions from the Verb campaign and whether they a appropriate to
add to your evaluation of the smallstep materials. I \vill send them along in a separate messap
Kext Steps
Ellen Field
DepuQ Assistant Secretan for
Public Affairs (Policy and Strategy)
U.S. Department of Health and Human Senices
202.690.7850
From: Kristin Hajinlian [KHajinlian@AdCounciI.org]
Sent: Thursday, October 05,2006 12:35 PM
To: F~eld,Ellen (HHSIASPA)
Subject: FW: "Get up and be a player" - Shrek PSA Scrrpts
Attachments: WhatHappenedToThePlayahsRev.doc; WhatHappenedPlayahs25 5 i

WhatHappenedToThePlayahsl5.doc
WhatHappenedToTWhatHappenedPlayWhatHappenedToT .
hePlayahsRev.do... ahs25 5 REV.do... hePlayahsl5.doc ...
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Hi Ellen, ' .-
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It was great to see you yesterday, I...hope-you had a safe trip back. ... . ~ . -
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Before Dreamworks does the record for the voiceover in these PSAs I just wanted to check and mz sure vou are
comfortable with the final scripts:'
Please let me know at your earliest convenience.
Regards,
Kristin
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-----Original Message-----
Sent: Tuesday, September 26,2006 12:42 PM
To: 'Field, Ellen (HHS/ASPAY-- --' -
Cc: Anthony Signorelli; Heidi Arthur
Subject: "Get up and be a player" - Shrek PSA Scripts
Hi Ellen,
..
Per our conversation, attached are the final scripts for the production
of the live action portion of the Shrek PSAs this week. As I mentioned,
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--=' the copy changes are \ l e e subtle, but they mainly m i l e the spots 'more .
actionable as the characters are encouraging kids to "get up and play"

and say "Let's run, have fun, get up and be a pla!.ah!" We think these
are great adjustments. The copy at the end of the spot and the call to
action is still the same.
Also below is a link to the casting for the PSAs, which includes the
kids that- will-be in the live action portions of the PSA. This casting
includes a diverse group of children ranging from ages 7-11, and is ... ; .
organized by the activity that the!~will be doing in the spot.
http://greendotfilms.com/dreamworks_psa~casting/. .
Please let me know if you have any questions.
Regards,
Kristin
From: Spencer, Susan [mailto:sspencer@dream~~orksanimation.com]
Sent: Monday, September 25,2006 7:53 PM
Cc: Feldman, Bob; Globe, Anne; Da\id RocLwood
Subject: "Get up and be a player"
Kristen - We wanted to update you on our progress as we are moving

fonvard with shooting the live action portion of the spot this week.
Our goal is to create a fun, motivating;allying c v that our target

audience of kids will find catchy and contagious - ultimately compelling
them to get up, move, groove, jump, run and PLAY.
*
To achieve this, we need the line "Get up and be a player!" to resonate
loudly and-clearly --- and we think the best waEto do this isto have
rtbe a ~ b o fcontemporaq
, musical chorus that kids will love to move to - -.
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and sing and say themselves. .. -- p-
We've revised our script a bit. All the on-camera action remains the
same as in the original boards. What has changed is the lyrics and
dialogue, and how they're delivered.
Specifically:
1) Donkey's lines are regular dialogue that he speaks against a

musical background. ,:~..
Rx-.-.
2) New musical'chorus that incbrporates the "Get up and be a

player" call to action.
, *LI+I.. --.
3) Shrek delivers the "Get up and5lay an hour a day" line and
we've added a button of Donkey delivering the line "Just don't stay
long" after the VO directs the audience to the microsite.
Please let us know if you have any question. Thanks! - Susan

2+
usa an Spencer
Consumer Products
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Dreamworks Animation SKG

1000 Flower Street.
Glendale, CA 91201
(818)695-9769
Fax (818)695-6690
e-mail: -~~~an.spencer@dreamworks.com
Field. Ellen IHHSIASPA)
From: Kristin Hajinlian [ ~ ~ a j i n l i a n @ ~ d ~ o u n c i l . o r ~ ]

Sent: Tuesday, October 03, 2006 1158 PM
Cc: Amanda Samponaro
Subject: RE: Clinton Foundation Meeting
Attachments: CF HHS Agenda 10 3.doc; Clinton Foundation Overv~ew.doc
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3 I .31
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ZF H H S Agenda loClinton Foundation
3.doc (31 KB) ... 0verview.do ...
It will be people who work on the communications programs \\ith the =\lliance tor 3
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Healthier Children.]
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Attached is an oyeniew of the program alopg with the agenda. Tomorrow is an infofmal meeting 6
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hem. to share some of ,

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the programs the). are doing and for us to tell them about Small Step and Can Sour Food Do That.
In the attached agenda I also included an opportunity for you to speak about some of the other HI- nitiati1.e~under the . .
Healthier US umbrella.
Is this something you would be interested in discussing?
Also, when you have a chance please let me know Penny's title for the agendalattendee list.
Thanks,
Kristin
From: Field, Ellen (HHS/A~~riiail~o:Ellen.Field@HHS.GOI~
Sent: Tuesday, October 0 3 , 2 0 0 6 12108 PM
To: Kristin Hajinlian .
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Subject: RE: Clinton ~ o u n d a t i o n ~ e e t i n ~ '
Is it just Clinton Foundation f d k s or are they representing the Alliance for a Healthier Generation
Y
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From: Kristin Hajinlian [mailto:KHajinlian@~d~ou~cil.or~] . .. . -.
Sent: Tuesday, October 0 3 , 2 0 0 6 10:26 AM

Subject: Clinton Foundation Meeting
Hi Ellen, --
.-
I just wanted to confirm that you and Penny Royale are still planning to attend the Clinton.found In meeting here
tomorrow at 3:3opm. Attending from the Clinton Foundation are Rachel Simmons, who works on arketing initiatives for
the foundation and Christy Manson who recently joined'the foundation to oversee the implement; In of the beverage
guidelines in the-field and through communications programs.
Please let me know if you are both still planning to attend.
Thanks,
Kristin
O b e s i c PreventionIHealthy Lifescle Initiati~es
- Clinton Foundation
Ad Council
Department of Health and Human Senices
October 3,2006
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Agenda '
I. Introductions
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II. Clinton Foundation to discuss program components of Alliance for a H thier

Generation
111. Ad Council to present:

PSA Campaigns: Small Step and Can Your Food Do That?
a Coalition for Healthy Children
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n;. HHS to discuss Healthier US????
. JY. Discussion -.-.

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Attendees
Ad Council
Heidi Arthur, SVP, Group Campaign Director
Kristin Hajinlian, Campaign Manger
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Amanda Sarnponarq.Assistant Campaign Manager. .. . . .
-Anthony Signorelli, VP, Campaign Director
Department of Health and Human Services

Ellen Field, Deputy Assistant Secretary for Public Affairs
Penny Royale,
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Clinton Foundation .. -..

Rachel Simmons
Christy Manson
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Clinton Foundation
Healthier Generation Overvie\\
The foundation has five main initiatives: HIViAIDS Initiative. Ciinton Global ~nitidkivc.Erbsn
Enterprise Initiative, Clinton Climate Initiative and the Alliance for a Healthier ~enerdtion.
Alliance for a Healthier Generation

s or me din May 2005 to address the issues that contribute to childhood obe,sib and to
inspire a11 young Americans to develop lifelong healthy habits.
Joint initiative of the \.lrilliam J. Clinton Foundation and the American Hean .A,ssociation.
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Governor Mike Huckabee of Arkansh is co-chairman of the Alliance and hds provided
- ,:.significant leadership to create healthierschools in his state.
erclusiv~lyt o improy)ng the health and health care df all-4mericani arvard3. thc
J.
~ h ;Robert Wood. loh&n Foundatlor,, the nation's lar_eest philanthrg;) . d e y t e ? :
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Alliance an $8 million grant to support its Healthy Schools Program.
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The Alliance for a Healthier Generation focuses on four main areas:
Industry- encouraging restaurants and consumer foods companies to make su stantially
healthier innovations in meals and products.
Schools- implementinga comprehensive program to increase physical acti\,ity, staff
wellness and improve nutrition in schools across the nation. **
"By kids, for kids" movement- mobilizing kids to take charge of their own health and
to create a &&h. led healthier generation movement.
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Health Care- helping healthcare providers to better recognize, pre\*entand treat obesity
in children.
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**The Healthy Schools Program is the newest part of the initiative and came about on
February 13, 2006 at PS 197 in Harlem. The program will collaborate with sc~,ools to
help create environments that foster healthy lifestyles, as well as help' fidents7rdni '=
becoming overweight or obese.
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Highlights from the Alliance for a Healthier Generation:
leadingbevera@ makers to reduce the number of calories in drinks

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Healthier Beverages in Schools; President ~ i / n t o ndeveloped an agreement with
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offer healthier beverage choices for schools.

Go Healthy Challenge: Follow 3 real luds on their quest to eat better, play
'feel better. (http:/l~wv.nick.com/'turbonick/index.Jl?vdeoid4365 1)
We Must Act Now By Bill Clinton: President Clinton writes about his
how it led to the partnership with the American Heart Association
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.. . . . . obesity;
Alliance for a Healthier Generation Kids' Site: A special site, created'by the Alliance,
that's just for luds. It features games? videos. and fun ways for lads to get invo1Jcd in
.. creating a healthier generation. I
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1I
Sent: Tuesday, October 03,2006 10:26 AM
Subject: Cl~ntonFoundation Meeting
Hi Ellen,
..
I
I just wanted to confirm that j a u and Penny Royale are still planning to attend the Clinton ~oundatihnmeeting here
tomorrow at 3:30pm. Attending from the Clinton Foundation are Rachel Simmons. who works on m$rketing initiatives for
the foundation and Christ?. Manson who recently joined the foundation to oversee the implemenratidn of the beleragr
guidelines in the field and through communications programs.
-
Please let m e knoG if you are both still planning-fo attend.
Thanks,
Kristin
..-..
.. .. .
.-
.
.
.. .-a
:- .
. - .. -.-_- .
.-I I
-..
:
-- --
- . .. . -
. ..
Obesity Prevention: M e e t i n g w i t h Secretary Leavitt and CEOS

-. - -.- -- ..... ._ _ -. . ...
From: Kristin Hajinlian IKHaj~nlian@AdCounciI.org]

Sent: Friday, September 29, 2006 4 5 9 PM
Cc: Petree, Kirsten (HHSIASPA) .. .
-
Ok, we can talk with them on Monday and have something for you by COB Tuesday
Thanks, ...
Kristin
- - ...
-.
brt . .-. ..... ~.
. .. . . ... ... - - --
. -.
From: Field,-Ellen ( H H S ~ A S P A ) ~ [ ~ ~ ~ ~ ~ W E I I ~ ~ . F ~ ~ I ~ @ H H S . G O V ] .--.

.-
Sent: Friday, September 29, 2006 4 5 4 PM

Cc: Petree, Kirsten (HHSIASPA)
Thanks, Kristin.
The specifics on e-prize and YouTube participation in the video contest \till have to be here sc -than nest
Friday, if possible. I anticipate our briefing for the Secretan could be as early as the 6'" and ! d to clear the
content ~ i t Counsel
h before'i4krief the S e c r e t a ~ .See what you can do.
Ellen
.. - .... -. ........ --- --.. -.
.- .-.- .. - ...-- ..... .. .- .- -..... .- ......... .............
From: Kristin Hajinlian-~orKH~~nlian@AdCouncil.org]

To: Field, Ellen (HHSIASPA) .. .. .>-

Hi Ellen, --
..... -
* - _. - ,, -- . ...~ .
.. .
Attached is rough atten-dee list-ftiat Anthony put together for the meeting with Secietary-Lea", Decembe-r. At .---
this point it is still very broad and will change as we gauge interest from some of the invitees. you have an - .
estimate of the total number of attendees from HHS that would participating in the meeting? 1 will help us in
understanding w.hether or not we should focus on a particular number for this list.
Since the agenda we sent you is very top line, we can participate in the briefing via phone or ogether some
more information on the coalition and the co-branding opportunities we would like to offer the1
,. <: , : .
Lastly, E-Prize and You Tube are on board to host the online contest in the Spring of 2607. 1') ;ked them to put
together an outline of the logistics and how it will work and should have that for you by the en next week. We
are scheduled to have a call with them on Tuesday to discuss some of the specifics.
I will be down at SAMHSA for a meeting most of the day on Monday, but will be checking in F
Have a nice weekend.
Regards,
Kristin
Obesity Prevention: Meeting with Secretay Leavitt and CEOS
From: Field, Ellen (HHSJASPA) [ m a i l t o : ~ l l e n . k i e l d @ ~ ~ ~ , ~ ~ ~ ]

Sent: Friday, September 29, 2006 10:57 AM
To: Krist~nHajlnlian
Subject: RE: Obesity Prevention: Meeting with SecreJary Leavitt and CEOS
liristcn, .- .
-\\:usill
r -
hi\7e to 1r1Gtti-ith the Secretan. anti outline our proposed meeting- and- its
-. attendees pl to,-~ctti!~!:j!
-
.. -.
proposed date on the calendar.' S o r p , I \.\is11there tcas an easier tva!.. .- . - ..
. ---
.
To preparc for that meeting, I <vill usLihe proposed agenda that you sent over last t\-eic: 1 ha\. t rc&ri\-ctl any-
major changes to it from Sheila and Perm!.: in concept. it is good for no\\.. I u.ould like to supp lent that a:cnd.i
tvith a listing of proposed attendees (CEOs). and any description of the part they ivill pla?. in th nitiatit'e.
I am sure that I \.\ill also need to brief thc Sccretan on our progress nith the online video cont Last I
remember, you going to send me a t\-rite-up, so I can confer with our General counsel and gct 3ronc.c for that
activiv. When might I receive that write-up?
Ellen
From: Kristin Hajinlian [m Hajinlian@AdCouncil.org]

Sent: Thursday, September 28;.2006 4:07 PM
Subject: Obesity Prevention: Meeting with Secretary Leavitt and CEOS
, -. ..i
Hi Ellen, . .-
.-
I just wanted to follow up and see if you have any potential dates for the meeting with the Sec ary during the
first week in December. Dreamworks is also checking availability, but we want to make sure can also get the .--
-. .- .
- ---. . .,
.-. #
..
.
. . ~
. . .. .
Please-letme know if you have updates.
Regards,
Kristin
...- .. -
K r ~ s t i nHajinlian I Campaign Manager

The Adv.ertising Council
p 212.984.19.56 If 212.922.1676
www.adc0uncLl.org
Obesity Prevention: Meeting with Secretary Leavitt and C E O S Page 1 of'

- -~
- ~

Subject: RE: Obesity Prevention: ~ e e t i with
n ~ Secretary Leavitt and CEOS
Attachments: Coalition Invite Ltst for Meeting with .Secretary.doc
Hi Ellen,
-
-.
Attached is rough attendee list that Anthony put togethe~rfor the meeting with Secretary Leavit 3ecember A:
this point it-isstill veryhoad and will c h a w as we gauge-interestfrom some of the invites. /ou have an
y s t i m a t e of the total number of attendees from HHS that would participating inthe meeting? TI ~ 1 1 M e lups In
understanding whether or not we should focus on a particular number for this list. -- -- - --
.-.
Since the agenda we sent youis very top line, we can participate in the briefing via phone or p )gether some
more information on the coalition and the co-branding opportunities we would like to offer then
Lastly, E-Prize and You Tube are on board to host the online contest in the Spring of 2007. I'VI ked them to put
together an outline of the logistics and how it will work and should have that for you by the enc iext week. We
are scheduled to have a call with them on Tuesday to discuss some of the specifics.
I will be down at SAMHSA f c i i ~ e e t i n gmost of the day on Monday, but will be checking In pc lically on email
Have a nice weekend.
Regards,
Kristin

Sent: Friday, September 29, 2006 1C:57 AM
Cc: Anthony Signorelli -
Subject: RE: Obesity Prevention: Meeting with Secretary Leavitt and CEOS .--..
Kristen, . .
Wc \i.ill have to illeet with t h t Secretary and outline our proposed illccting 311d its attcndecs 1).
proposed date on the calendar. S o r n , I M-is11there was an easier bvay.
'l'o prepare for that meeting, I \\<I1 use the proposed agenda that you sent over last \\.eel;. I ha\ : received an!-
iliajor changes to it from Slieila and Penny; in conccpt, it is good for now. I \vould like to supp ent that agenda
with a listing of proposed attelldees (CEOs), and any description of the part they will pla! in ti nitiati\le.
I a m sure that I \ i l l also need to brief the Secretan on our progress u l t h the online video con1 IJst I
rcmcnlbcr, you going to send mc a writc-up: so I call confer with our Gcnerai Counsel and gct Irancc for that
activih. When might I receive that write-up?
Obesity Prevention: M e e t i n g with Secretary Leavitt and C E O S
Ellen
.- -- --- -- ..
- - -. -- -. - - - .-..- .. - .

f Sent: Thursday, September 28, 2006 4:07 PM
Subject: Obesity Prevention: Meeting with Secretary Leavitt and CEOS
Hi Ellen,
I just wanted to follow up and see if you have any potential dates for the meeting with the secretary during the
first week in December. Dreamworks is also checking availability, but we want to make sure we can also ge! the
I
- Please let me knoGif .you have updates.
- . -,.
-=-
Regards,
Kristin

p 212.984.1956lf 212.922.16Z6
\-
www.adcounci I.org
Coalition Invite List for Meeting with Secretary
Members
1 ) Coca Cola
Nancy Hunter
Director Healthy Active Living
Work: (404) 676-2786
Fax: (404) 598-2786 -
nahunterh na.ko.com
2) General Mills
1. John Haugen
v ~ . ' ~ k aan-d
l ~ Wellness Centem$ Excellence'
-Z
- - Work: (763) 764-3774 - '
John.Haugen@genmills.cofn :'
Assistant: .lulie.Boslev(irj~enmills.com
2. Chris Shea
Work: (763) 764-2307
chris.shca(Zlrcnnii\\s.com
3. Wendy Tai
Corporate Cornrnumcqions
Work: (763) 7 6 4 - 5 5 3 :
3) Kellogg Cornpanv
Andy Jung A+.-.*.- -
... -
Andy.Jung@,kellogg.com
4) Kraft Foods
1. Laurie Hirsch
Marketing Director
Work: (914) 425-4475
-- 1hirsch~Kraft.com
- *
3. Charlee Taylor-Hines
*Designated for Advisory Committee
Work: 973-503-3295
Charlec.Tavlor-Hi~iesG~kraft~com
5) National Governors Association

John Blacksten
Press Secretary, Center for Best Practices
Work: (202) 624-5300
j blackstcn(ij~nea.o~'r!
Hall of the States
444 N. Capitol St., Suite 267
Washington, D.C. 20001-1 5 12
6) PepsiCo. Inc.
1 . Julie Newhouse Goldman
Director, PepsiCo Health and Wellness Marketing
Work: (3 12) 821-2598
2. Louise Finnerty
Louise.FinnenvcZ'pepsi.com
Loc 21 1 MD 2 14
.. 700 Anderson Hill Road
Purchase, NY 10577
-- -
Assistant: Liz Cruz (914) 253-3 193
-- Michelle
~ u b i v a v ~ r a n c h i s eAdvertisinZ
Cordial
e Fund
Director of Implementation 1~ d v e n i s i n Fund

(203) 8774281 ext. 1630
s
rust
Trust
-- . --
-.
......
..- . .
cordial m(Zsubwav.com
325 Bic Dr.
Milford, CT 06460
8) Hershev Food C o r n
John C. Long
VP, Public Affairs "''p,:,
7 17-533-763 1
Prospects & Other

. .-.
.
jl.-...A,. .I.-.
9) Nickelodeon
blarva Smalls
Marva.SmalIs@~jnick.com .'
Assistant: David Bruson 2 12 836-7865
David.B~-~~son~nicEr.con~
- . . . _-,_
I. .
10) Campbell Soup Co . ..,
.. .
~ ~
Paul Alexander-(VP ,Glbbal ~ d v c r t i s i n ~ y -
11) \l:clch Foods

Jim Callahan (Director, ~ o r ~ o r aCon~mur~ications)
rc
. ,._-~icallahan@.:velchs.coni
.
(978) 37 1-3762
1.7) Grocer\ blannSacturers Association

Ma~-y,Sophos
18) RlcDonald's
Bill Lamar (U.S. S\'P of Marketing - AC Board 3.lc.rnbcr)
\t'illiam.lamari'u~incd.com
.Assist is Brenda Elliot
610-623-3000
Rrenda.el1 iort62n1cd.com
19) Burccr King

Russ Klein (Prcsidcnt) . .
;
Assistant is Cheryl at 305-378-3014
,
,
.- - -
.
- 20) N'cndv's
Bob ~ t o n F ( ~ l i iofe f~ t a f f j
6 1 3-763-6855 - -.
- -
Rob' s t o \ \ ~ e ~ w e n d v s . c o m
21) \\'al~reens( ~ r o s p e c tmet

. with AC in March):
Doug Egan
Divisional VP, Marketing Scniccs and Rcscarch
847-9 13-2230
22) Sestle ( A C d o n e .
Martha Wjedemann ..
Philanthropy Progrtnls
8 1 8-5.19-6000 ~ 6 7 0 7
Martl~a.~vicdcm~~~i~;nF~tlc.com
23) Applebees .-
23) T.G.I. Fridays

-*
.. . _ __-_. . . ,P
2 5 ) ~ a t i o n a Restaurant
l Association ..
. .. ..
26) ConAgra ( p r o s ~ e c tAC

. has not contacted vct)
Susan Waltn~an
\'P. Nutrit~onCenter of Health
402-595-4000
28) Nike
29) Safewav
30) Krovel-
31) Disnev (conslrmer products division)

Obesity Prevention: Meeting with Secretary Leavitt and CEOS

-------- - -
From: Kr~stlnHajlnl~an[KHaj~nl~an@AdCounc~I.org]
Sent: Thursday. September 28,2006 4.07 PM
Subject: Obesity Prevention: Meeting wrth Secretary Leavitt and CEOS
Hi Ellen,
I just wanted to follow up and see if you have any potential dates for the meeting with the ~ e c r Iry during the
first week in December. Dreamworks is also checking availability, but we want to make sure M :an also gel the
- ---
-
rr, - 2 l e e s e let m e k n o w if you have updates. . ~ - ~. -.

. -.
- .
Regards,
Kristin
Kristin Hajinlian ( Campaign Manager

The Advertising Council "'<+,
p 212.984.19561f 212.922.1676
www.adcounciI.org
.:,--... .;'+
Sent: Tuesday, September 26, 2006 12:42 PM
Cc : Anthony Signorelli; Heidi Arthur
Subject: "Get up and be a player" - Shrek PSA Scripts
Attachments: WhatHappenedToThePlayahsRev.doc; WhatHappenedPlayahs25 5 ~ k ~ . d o c .

WhatHappenedToThePlayahsl5,doc
I
, ,
h e ~ l a ~ a h k ~ e v.... d o.. 5
-ahs25 REV.^^..: h e ~ l a ~ a h s l 5 . d o c ~ . .
Ir -. . .
- ;
. ~. -
.
Per our conversation, attachgd.are.the finalscripts for the

.
- Hi Ellen,
-. ~- ~-
of the 1ii.e act;&

.- - -. 1. - -
of th'&hGli PS-k this
I
week. As I mentioned, the copy changes are very subtle, but they mainly make the spots more actiojable i s the characters
are encouraging kids to "get up and play"
and say "Let's run, have fun, get up and be a playah!" We think these are great adjustments. The co at the end of the spot
and the call to action is still the same.
Also below is a link to the casting for the PSAs, which includes the kids that will be in the live
This casting includes a diverse group of children ranging from ages 7-11, and is organized by the that they will be
doing in the spot.
http://greendotfilrns.com/dreapw~rks~psa~casting/
k5
Please let me know if you have any questions.
Regards,
Kristin
,.. .-.--=. -----Original Message---:- .+-. .

From- Spencer, Susan [~mailto:sspencer@dreamwor~animation.com]
Sent: Monday, September 25,2006 7:53 PM
Cc: Feldman, Bob; Globe, Anne; Da\id Rockwood
Subject: "Get up and be a player"
Kristen - We wanted to update you on our progress as we are mo\ing

fonvard with shooting the live action portion of the spot this week.
Our goal is to create a fun, motivating rallying c n that our target

audience of kids hill find catchy and contagious - ultimately compelling
them to get up, move,
-.
groove, jump, run and PLAY.
To achieve this, we need the line "Get up and be a player!" to resonate

loudly and clearly --- and we think the best way to do this is to have
it be a cool, contemporap musical chorus that kids will love to move to
and sing and say themselves.
Jk'e've revised our script a bit. All the on-camera action remains the
same as in the original boards. What has changed is the lln'cs and
dialogue, and how they're delivered.
specifically:
1) Donkey's lines are regular dialogue that he speaks against a

musical background.
2) New musical chorus that incorporates the "Get up and be a

player" call to action.
3) Shrek delivers the "Get up and play an ho-ur a day" line and
we've added a button of Donkey delivering the line "Just don't sta:,.
long" after the VO directs the audience to the microsite.
-
Please let us know if you have any question. Thanks! - Susan
- -
-- -
h n Spencer
Consumer Products - --
Dreamworks Animation SKG
i o o o Flower Street
Glendale, CA 91201
(818)695-9769
Fax (818)695-6690
e-mail: susan.spencer@dreamworks.com
Follow up
From: Kristin Hajinlian [ ~ ~ a j i n l i a n @ ~ d ~ o u n c i ~ . o r ~ ]

Sent: Wednesday, September 20.2006 1159 AM
Subject: RE: Follow up
Oh. I'm sorry, I meant to say 1l a m on Friday
From: ~~eld,-Ellen (HHSIASPA) [mailto:El@.Field@HHS:GOV]

-SeAt: Wednesday, September 20, 2006 10:59 AM -
To: Kristin Hajinlran - - --
We are headed into a late staff meeting now.

Why don't I call you when I get out and see if you are still relatively free ...

Sent: Wednesday, September 20, 2006 10:58 AM
To: Field, Ellen (HHSJASPAY,?,
Heidi and I are both free up until 2pm. Does 11am work for you?
.;,-...4+-. -. .,;,-.
We can plan to call your office.
From: Field, Ellen (HHSJASPA) [mailto:Ellen.Field@HHSSGOV] 1

..... ,--.
. . . . Subject: RE: Follow up
a*..
.-
. . ...
....
..........
-7
Wednesday (tomorrow) or Friday are both good. I am slammed on Thursday
thanks

Sent: Tuesday, September 19, 2006 5:23 PIY
TO:Field, 'Ellen (HHSIASPA)
Cc: Petree, Kirsten (HHSIASPA); Anthony Signorelli
Hi Ellen,
CEO Meetinq
--
I
Anthony is working on an agendalattendee list for the meeting with the Secretary which we ~ l have
d for you
by the end of next week. Do you want to give us some key dates that will work for the Secreta in mid-November
(either wlo November 6 or November 13) and we will select from those?
DreamWorkslShrek Campaiqn
Follow up
We had an internal meeting yesterday to discuss the parameters for involving Dreamwarns pabners in ioe PS;
campaign and are working on finalizing a recommendation which we will share with you in the Text few says Tnis
will help us to separate elements that can be funded by partners from those that should stay wijhln our ooca:ec
media model. 1
We are interested in hearing more about the smallstep.gov and HealthierUS opt~onsfor the campaign I
I
I agree that we need to keep moving along. Should we set up a status call for later this week to discuss updares
on all of these elements? Let me know what dayltime works for you.
Thanks,
Kristin
-
\\
From: FieM, Ellen (HHS-/ASPA) [mailto:El&.Field@HHS;GOV]

Y e r E Tuesday, September 19, 2006 1:33 PM
To: Krist~nHajinlian - _ _ __.
Subject: Follow up
Good afternoon Knstin, 1

I
As a follow up to our conference call last week, I wanted to get an idea on our timing for the folld\\ing items:
I
CEO Meeting .c'
When you will be able to send me Ad Council thoughts/strateg~document for the CEO meetingi?
Il --..
will that include a tim6t"ib7?5riil fiyget date for the meeting?
I - -
Will that include a summary list of CEOs that we would like to include? .-.-
--I --
Shrek Campaign
-<
IIl
I will need a summary piece on how we are evaluating
-- the small>teps campaign and how we inte'nd to evaluate the
-..~- _.I_-- . .. ,, .- . .
. . . .. ...
Il
. -- - . - . --..
success of the Shrek component.
~
Estimate of the cost of the print campaign and any other components that currently do not have funding
Adding a new topic, I want to continue our discussion of the sma1lstep.gov 1-s. HealthierUS.gov. Our Web staff
has delivered some advice in support of the HealthierUs option and I thought of a solution that may be more
palatable -with you and Anthony.
.... .., . . .
I
I don't want to hurry your creative process, but I need to be sure rre are on top of allthe pieces dn these projects.
I
Ellen Field - - .
I
Deputy Assistant Secretan for
I
U.S. Department of Health and Human Services

I
Follow up
Do we know ...

--

Subject: RE: Do we know ... -
We haven't heard anything about that yet, but we can certainly br~ngthis up tomorrow followlnd the presentatlor,
I
From: F~eld,Ellen (HHSIASPA) [ma~lto:Ellen.F~eld@H~S.GOV]
To: Kristln Hajinl~an;Anthony Signorelli -_ -
a --Subject: Do we know ... . .
. . .. --
.
Are there other sponsors for the Shrekg promotion?
Ellen Field
Deputy Assistant Secretary for

I
8
..,! ....
U.S. Department of Health a n ' g t ~ u m a nServices
Bios for tomorrow's meeting

~ .- -

Sent: Tuesday, September 05.2006 9:29 AM
Subject: Bios for tomorrow's meeting
Attachments: Ad Council Bios.doc; Dreamworks and Consultant Bios.doc; GSDM Bios.do~
Attached are the bios for the Ad Council, DreamWorksILisa Katic of K Consulting and GSDM. n still waitrng on
one bio from GSDM which I will forward later this morfling.
a - - -
Thanks,
Kr~stln
<<Ad Council Bios.doc>> <<Dreamworks and Consultant Bios.doc>> <<GSDM Bios.doc>>
..,.. .,x.
8
-.
Kristin Hajinlian I Campaign ~ a n a ~ e r
p 212.984.1956)f 212,9224676---.--
www.adcouncil.org

Sent: Tuesday, September 05,2006 9:06 AM
Subject: RE: Attendees for DreamWorks Presentation on Sept.. 6th
I was just writing you an email to say that we are free between 11:30 and 1pm. Does anyth~n: that rlme frame
work for you?
Also, I am sending bios along in the next few minutes.
..
- .
--
b r - - - ....
-
. . --

Sent: Tuesday, September 05, 2006 9:05 AM
Subject: RE: Attendees for DreamWorks Presentation on Sept. 6th
lo or 11 will work for us.

Sent: Wednesday, August 30, 2006 6:09 PM
Cc: Petree, Kirsten ( H H ~ ~ P A Jmthony
; Signorelli
. .-
.-
Hi Ellen,
Thanks for your voicemail last night - I must have just missed your call.
<* . .- -
..
. . ..-Ti- It,would be great if youcould dp the introductionsbefore we sta-rtthe meeting and then Heidi Anthony and Bob
-6&e ti n-g2
Feldman from DreamWorks will open it up by talking about-the partnership and the purpose-(
Priscilla will no longer be attending.
Depending on your schedule, we will set up a call for Tuesday morning to go through the talk points. Let me
know what time will work. By that point, I will also have bios to share with you.
Enjpy-your time off!
Kristin
- .. -. ...... -... ........................ . . . . . . . . . . . . -. .....

Sent: Tuesday, August 29, 2006 11:44 AM
fiistin.
This is really helpful. Ry taking !.our information. I can finis11 the papen\.ork necessan. to prr-
You \\-ill not need to do a n agenda for the meeting: however I \\ill have names and tities for !.o~
da!.s.
A few things:
1) I need to know who you had envisioned would do the-introductions or 1,-ould !.ou prt'iii. ti131
Secretan: around to meet the guests?
2 ) 1 need to know who fYom Ad Council \%-illbe updating on our partnership and the tall;in~po
used. If it is Priscilla, perhaps it would be helpful if she and I talked, especiall!- since I don't bc
3) Do you ha1.e short bios on the attendees?
I have resen-ed our conference room here in ASP4 foi'you to meet \\-it11 folks prior to the bricfi
earl!. and we can debrief aftenvards as well.
Ellee .
- --
.-.
a -*
From: Kristin Hajinlian [mailtoiKHajinlTan@AdCouncil.org]

To: Field, Ellen (HHSIASPA) '

Hi Ellen,
Attached is a rough draft agend.a and final TV scripts for the presentation. I'm still waiting on tt other
final materials - web bannersBVD inserts, and final out of home concepts - but these will be b ed on
the concepts presented at the iriitial meeting. There will not be any major changes.
Please let me know who is attending from HHS so that I can include them on the attendee list. so, do we have a , . ...
-- .
location for the meeting'%%s-poiiif, Is there a room we can use at 1pm to meet with DreamW ,ks and
GSDM prior to the start of the official meeting?
Thanks, .. ... .. .- .A
Kristin
.
~.- ----- - . . .
. -..
......................................... __ . . . ,
-.-.
......................... ..
. . . . . . .
.
......
. ... . ..
, ..
.
From: Field, Ellen (HHSIASPA) [ m a i l t o : ~ l l e n . ~ i e l d @ ~ ~ ~ . ~ ~ ~ ]
Sent: Tuesday, August 29, 2006 9:02 AM - -

Cc: Anthony ~ig'norelli
. . Kristiu; - --
Do we have a draft agenda \ret? I bclieve you i\.erc. drafting something so i\.e cv111ddiscuss. I a meeting with
Sheila and Penny later this morning, so if you could get me something .%S.AP.\ye could start th; nrocess. la111 out
the balance of the week until after the holiday. ..
Ellen
..

Sent: Monday, August 28, 2006 4:48 PM
Subject: Attendees for DreamWorks Presentation on Sept. 6th
Page 3 of 7
Hi Ellen.
Below are the list of attendees for our meeting on September 6th.
Ad Council
Priscilla Katkins
Heidi Arthur
Anthony Signorelli
Knstin Hajinlian
GSDM
David Rockwood
Carlotta Stankiewicz
Ralph Yznaga
..
DreamWorks
Bob Feldman - - .-
.
-.
pa, 4 i s a . I C a t i c (consultant to DreamWorks)
Please let me know if you hied any furtherinformation.
Regards,
Kristin
Kristin Hajinlian 1 Campaign Manager

,
The Advertising Council ""w:..
p 212.984.1956)f 212.922.1676 ..
ww\v.adcouncil.org
- .- . ,

Sent: Wednesday, August 30,2006 6:09 PM
Hi Ellen,
-
Thanks for your voicemail last night - I must have justmissed your call.
ltwould begreat if you could do the introduetions beforewe start the meeting and then Heid, ( nthony ' k o Bob
Y e l d X m a n from DreamWorks will open it up by talking about the partnership andLhe purpose 01 ? mgetllxJ '
Priscilla will no longer be-attending.-- -- --=-. . . --
---
.
Depending on your schedule,-we will set up a call for Tuesday morning to go through the talkil Io~nts.Let me
know what time will work. By that point, I will also have bios to share with you.
Enjoy your time off!
Kristin
.
:
-
.4.
,
-
. -.. :., -.

To: Kristin Hajinlian .. .-
-<
Ksistin,
... ..-.-.--
This is really helpful. By taking your information: I can finish the papel~vorkneccssan .to. prc.
-.
.- -..Sc~ptar?..
ef the
You \sill not need to do an agenda for the meeting: ho\vev&~'I will have names and titles for !.o thc next few
days.
>
A few things:
I) 1 need to kno\v who you had envisioned would do the introductions or \i,ould !,on prefer th:
' -
\\.all; the
Sccretan around to meet tlic guests?
2) I lls_eedto know who from Ad &uncil will be updating on our partnership and the talking p :s that ivill bc,
used. I'f it is Priscilla, perhaps it \s.ould be helpful if she and I talked, especiall!. since I ..-..
tlon't b, r:e \cc have met.
3) Do you have short bios o n the attendees?
I have resened our conference room here in ASPX for vo11 to meet with folks prlor to the brief . You ma!. comc.
early and we-can dcbr~cfaftcnvards as well.
Ellen
From: Kristin Hajlnl~an[mailto:KHajinlian@AdCounc~l.org]

Hi Ellen,
Attached is a rough draft agenda and final TV scr~ptsfor the presentation. I'm still waiting on t e other
final materials - web banners, DVD inserts, and final out of home concepts - but these will be based on
4
the concepts presented at the initial meeting. There will not be any major changes.
Please let me know who is attending from HHS so that I c a n include them on the attendee list. klso. do we have a
I
I
location for the meeting at this point? Is there-a room we can use at I p m to meet with DreamWiorics and
GSDM prior to the start of the official meeting?
Thanks,
Kristin
- -
- - - 2-
Tram: Field, Ellen (HHSIASPA) [mailto:Ellen.Field@HHS.GOV]

Sent: Tuesday, August 29, 2006 9:02'AM
--- . - .- - - - - -

Kristin,
Do we have a draft agenda yet? I believe you were drafting somethiilg so we disc~iss.1 am meeting with I
Sheila and Penny later this morning, so if you could get me something ASAP, we could start that process. 13111out
the balance of the week until after the holiday.
Ellen .I'
%
.:
3
From: Kristin Hajinlian [mailto:~~ajinlian@AdCouncil.org]
Se'nt:Monday, August 28m06 4:48 PM
To: Field, Ellen (HHSIASPA).
Hi Ellen,
.- .--. .. . Below are the list of attendees for our meeting on Sept-ember 6th. ::::::.
A-..
.. . . ~
..
Ad Council
Priscilla Natluns
Heidi Arthur ..
Anthony Signorelli
Kristin Hajinlian
GSDM --
David Rockwood
Ralph Yznaga
Dream Works .-
Bob Feldrnan
Lisa Katic (consultant to DreamWorks)
Please let me know if you need any further information.
Regards.
Kristin
Knstin Hajinlian / Campaign Manager
The Ad\.enising Council
p 912.983.19561f 212.922.1676
www.adcouncil.org
--- -- ..- . -

Subject: RE: Attendees for Dreamworks Presentation on Sept. 6th
Attachments: 6 0 1 2 - 2 5 - ~ h a t ~ ~ ~ ~ e n e d ~ o ~ h e P t a ~ a6012-26-WhatHappenedI
hs~ev.~df;
6012-27-WhatHappenedToThePlayahsl5,pdf; DreamWorks.HHS Agenda
Hi Ellen, .
Ir, - ~.~
a
.
Attashed is r o u g ~ d r a fagendaand
t finaTW scripts forthe presentation. I'm still waiting on
final materials - web banners, DVD ~nserts,and final out of home concepts - buMhese -will-be'
::--. -
the concepts presented at the initialTnEeting. There will not be any major changes.
Please let me know who is attending from HHS so that I can include them on the attendee list so, do we have a
location for the meeting at this point? Is there a room we can use at 1pm to meet with Dream' ks and
GSDM prior to the start of.the official meeting?
Thanks,
Kristin
From: Field, Ellen (HHSIASPA) [mailto:Ellen.Field@HHSSGOV]

Sent: Tuesday, August:,.--.29, 2006
.-. ...9:02 AM j

Cc: Anthony S~gnorelli
Subject: RE: Attendees for DreamWoiks Presentation on Sept. 6th _-.>-
Kristin,
l)o we h a w a draft agenda Fet? I bclicve you were drafting something so we could discuss. I ; neeting with .-
--.
Sheila and Perm!-later this morning, so if you could get me something ASAP. wc could start t] Irocess. I am out
- ----
.-.
... the holiday. --
the balance of the week.- -until after .... ..
. .. . . . .
Ellen . .
. - .. . .- .. . . . .. .. . .... --
Sent: Monday, August 28, 2006 4:48 PM . .
Subj.ect:
. .. Attendees for Dreamworks Presentation on Sept. 6th
Hi Ellen,. :
Below are the list of attendees for our meeting on September 6th.
Ad Council
Priscilla Natkins
Heidi Arthur
Anthony Signorelli
Kristin Hajinlian
GSDhl ,
David Rockwood
Carlona Stankleuicz
Ralph Yznaga
DreamWorks
Bob Feldman
Please let m e know if you need any further information.
Regards,
Kristin
. . -.
-
.
.
.- - -
a -~nstirr ~ a j i n l i a n ' Campaign
i Manager - -
The Advertising Council .. , . - -- .
p 212.984.1956if 212.927.1676
www.adcouncil.org
Field, Ellen (HHSIASPA) I
Sent: Tuesday, August 29,2006 9:04 AM
Subject: RE: Attendees for DreamWorks Presentation on Seot. 6th
I
Priscilla Nathns overseas our campaign management department, along with media measurement nd creatlve senlces 3:
the Ad Council. Please see below, I added everyone's titles. Roger Enrico is unable to make it in pers n. but he ma\. be abic.
to join by phone. If you think it would be helpful, I can find out if that's a possibilic.
:
From: Field, Ellen (HHS/ASPA) [mailto:El.len.Field@HHS.GOV]

Sent: Monday, August 28,2006 5:17 Phl
Subject: RE: Attendees for ~ r e a m ~ o r Presentation
ks on Sept. 6th
Interesting. So Roger Enrico cannot make it?
Can you tell me who Priscilla N a t b s is, please?

\.-.

Sent: Monday, August 28,2006 4:48 PM .*
To: Field, Ellen (HHS/ASPA)
--
Below are the list of attendees for our meeting on September 6th
Ad Council
Priscilla Natkins, EVP,Client Senices
Heidi Arthur, SVP, Group Campaign Director
Anthony3ignorelli, VP, Campaign Director
Kristin Hajinlian, Campaign Manager
GSDM
David Rockwood, Director of Cornmunit?. Relations
Carlotta Stanhewicz, Creative Director
Ralph Yznaga, Creative Director
DreamWorks
Bob Feldman, Head of Corporate Communications

Regards,
Knstin
Kristin Hajinlian I Campaign hlanager

p 212.984.1956Jf212.922.1676
uw~c.adcouncil.org
RE: Obesity Prevention Task 2 Budget

-- -- ---- - - - -
From: Krlstln Hajlnllan [KHaj~nl~an@AdCounc~I.org]
Sent: Thursday, August 17,2006 4 5 9 PM
To : F~eld,Ellen (HHSIASPA)
Cc:
Subject:
Petree. Klrsten (HHSIASPA); A r n y d a Samponaro
RE: Obesity Prevention Task 2
1
..
Follow Up Flag: Follow up
Flag Status: Completed
Ok thanks. Can you please forward the remaining rnobification for our records? The ones we currently we have
rk - are below,.so-the fi_nal modification shoulq .he

- . -
-Mod 2: $503,173 . .
- the remainder of the $1M.
- .
. .
- --
- . -.
-. -. .
.~.
- - ,
.. .. .. ... .. .. ... ..
.. .-.-- .- .- ~.
.--
--
...
-Mod 3: $35,388
Total received for Task 2 as of 8/17/06: $538,561
From: Field, Ellen (HHSIASPA) [ m a i l t o : ~ l l e n . ~ i e l d @ ~ l ! ! ~ . ~ ~ ~ ]

Sent: Thursday, August 17,,2006 2:58 PM
To: Kristin Hajinlian x5
Cc: Petree, Kirsten (HHSIASPA); Amanda Sarnponaro
Subject: RE: Obesity Prevention Task 2 Budget
.-'*.-u)..-. .-. ..:.-. I. 1 -.. . . . . . .
--..
The SiM amount is correct. It took quite a bit of negoiiation when both CDC and KIH refused t? continuc funding- .
the contract. however I was able to get S ~ O O from

K froin NIH. We covered the GovWorks fee out
I, --
of our ASPA office budget. .. .. .-... 3, -:--
I
.I.
From: Kristin Hajinlian [m51lto:~~ajinlian@~d~ouncil.or~]

Sent: Thursday, August 17, 2006 2:26 PM
:. .- ,-
. To: Field, Ellen (HHS/@PA)
.-
-z.- .. . - :-
.. ~.
Cc: Petree, Kirsten (HHSJASP~;Amanda Sarnponaro . --
Hi Ellen,
I
I
We are working on a summary and willprovide an update on our records as soon as possible. ithe meantime, is
the apount you referenced below of $1.M suppose to be 51,077,636 from my initial email at the bottom.
I
Please let me know.
Thanks,
Kristin
From: Field, Ellen (HHSIASPA) [ r n a i l t o : ~ l l e n . ~ i e l d @ ~ ~ ~ . ~ ~ ~ ]

To: Amanda Sarnponaro
I
Cc: Kristin Hajinlian; Petree,.Kirsten (HHSIASPA)

.-andat
Since I am new to our contract, I needed to get a bigger picture of our invoice and pa!.ment his
irith Chris Pigott at Go\~Mrorksand found the follo\t.ing:
Our contract after modifications \+.asSi,799.308.
Ad Cou~lcilhas invoiced and GovLVorks has paid out Si.2~'1,g~)i.i7 leaving a hal;~nceof <:---.316.8::
Pending are two imoices for May and one invoice for f one in the amounts oi S ~ j . ~ o i . b ; ; i . o ~ ~ i . ;;l!lii
~.
Si0,934.96.
If all of these invoices are paid. that \+illleaye a balance of Sg.40.1$.74.
In addition, the 1-1' 2006 award \+-asfinalized vesterda? in the amount of S i l l .

.
Is that helpfill and 1s that an accurate summan. of where !.ou stand? Ho\t-else can \t'e 11clp \ ou
Ellen
- ___ ._-_ _
_ _ .
,
,F r m : Amanda sampo"aro [ m a i l t o : ~ ~ a m ~ n a r o @ ~ d ~ ~ u n c i ~ . o r ~- ]-
-
Sent: Wednesday, August 16, 2006- 12:02 -- PM
TO: Petree, Kirsten (HHSIASPA~
Cc: Kristin Hajinlian; Field, Ellen (HHSIASPA)
Importance: High
Hi Kirsten,
I just wanted t o see ifsf2-have confirmed the final budget for T a s k 2 for the Obesir? Pre\.enrion
campaign. Please let me knoii. as soon as you g e t a chance.
T h a n k you for all ofy~urrhelp,.;
Amanda
Amanda SSamponaro-.\ssistant Campaign h.Ianagci-
T h e Ad\-ertising Council
.- . ...:..
:.. ~.
26 1 hladisoh .A\,enue
1 1th Floor

Sent: Thursday, June 22, 2006 2:41 PM
To: 'Petree, Kirsten (HHSIASPA)'
Subject: Obesity Prevention Task 2 Budget
Hi Kirsten,
After our conversation on Tuesday regarding funding for Task 2, we checked the agreement f IGovWor~sand
below is a breakdown of what we have received to date. This inforrnat1on.i~also in the attache ocumenr under
"funding history".
-Mod 2: 5503,173
Total received for Task 2: $538,561 +
The pfoposea b u d w t for Task 2 is $1,07Z,M6, which means we are still waiting on S539.075. lase let'me know
- 4 f these numbers are consistent with-your r-ecords. ... -.
-.
- . - . - - * ---.- . ..
Thanks,
Kristin
.I' ..

-2- 4.- .. ...'-.
www adcounc~l o r g

Sent: Monday, July 24, 2006 9:01 AM
Subject: FW: Dreamworks Research Proposal
Follow Up Flag: Follow up

Flag Status: Red
Attachments: TV StoryBoards-the players.pdf; WhatHappenedToThePlayers - 30 5

DreamWorks Online Research proposal + qaire 7.19.06.doc
TV ~ t o r ~ ~ o a - r d s - t h e h h a t ~ a p p e n e d ~ o T l r e a m&.he
~orks
--players.pdf.;. heplayers ...
- 30 ... Research pro. . . . . . .... -.
- . .... - -- -.--.
. . ... . . .
Sent: Thursday, July 2 0 , 2 0 0 6 5:57 PM
To: 'Field, Ellen (HHS/ASPA)'; 'Petree, Krsten (HHS/ASPA)'
Cc: Anthony Signorelli; Heidi Arthur; Amanda Samponaro
Subject: DreamWorks Research Proposal
Hi Ellen, Kirsten,
.:\
As discussed, attached for your r e ~ l e wis a proposal for evaluating.the DreamWorks Shrek PS-4s a] campaign taglines.
We are recommending a quantitative online study that specifically gauges consumer response to t: advertising and the
feasibility of getting up to play for "an hour a day". -. . . .... - ..
.a<..-..*.. .- - .
I've also attached the storyboards, which will be shown prior to the sunlev. The research \\ill be co ucted online with both
kids and parents in the target audience. .. .- .... .- -
-
Please review and let us know if you have any feedback or if there are an>-additional questions y o ~ , o d d like to include.
We would like to begin fielding the study next week so that we have results in time to share \\ith tl Secretan when the
campaign is presente!. .. .-..
As arways, please let me h o w if you have any questi6ns. . '
Regards,
Knstin

p 212.984.1956lf 212.922.1676
\+ww.adcouncil.org

Sent: Thursday, October 05. 2006 11:03 AM
Subject: RE: Obesity PSA talent renewal
Yes. she really was. They seem to be in line with all that kve are doing so hopefully r
out!
.
Amanda N.Samponaro-Assisrant Campaign Manaser
rk -- . .
- .
. . .
-
-
. .
. . . . --
-., The Advertising Council
26 1 Madison Avenue
1 lth Floor
. -. -.
......
-. . .
hT,hT 10016
w\\.u:.adcouncil.org
pi1: 2 : ~ . q s c : , l ~ / l~j
;,: 2 [ : . q Z : , I;-,!
- - - - - - "-- - - -
From: Field, Ellen (HHSIASPA) [rnailto:Ellen.Field@HHSSGOV]

Sent: Thursday, October 05;,306 1 1 : O l AM
To: Amanda Samponaro
Okay, good. It was goobtQ.see+aaoo! Rachel was pretty impressive yesterday, \vasn't she?
I hope the!*'ll play rxith u s ...
From: Amanda Samponaro [mailto:ASamponaro@AdCouncil.org]

Sent: Thursday, October 05, 2006 i0:57 AM
Subject: RE: obesity PSA talent renewal
-- -- . - *
Yes we selected the highest performing spots to renew

26 1 Madison Avenue
1 1th Floor
NY.NY 10016 . ....
..
w\y\v.adcouncil.ol:g
I,!:,, . ' , .
-,:,',I\-, jsl(!;
!
. - -'. ; -.
2 :, - >'
.
<>".,,
From: F~eld,Ellen (HHSIASPA) [mailto:Ellen.Field@HHS.GOV]

Sent: Thursday, October 05, 2006 10:35 AM
Sounds good, are these our highest perfomling ads?
-- -- - -- - -- -- -- -
From: Amanda Sarnponaro [rnailto:ASarnponaro@AdCounc~l.org]

Sent: Thursday, October 05, 2006 9:45 AM
Cc: Krrst~nHajlnl~an;Petree, Klrsten (HHSIASPA)
Subject: Obesity PSA talent renewal
--
Ellen,
It was a pleasure meeting you yesterday, I hope that you had a quick and safe trip home .s !ou ma!-
\' and radio
-
know the Childhood Obesity Prevention TV PSAs are expiring this month and the .4dul
work will be expiring in the next couple of month;: Kristin and I have reviewed all of r ,\.ark and the
placement .they h u e received and basedxpon their performance have decided to renew fol1oiCing
*SA?;for another year. The cost to renew the work is within our talent renewal budget:. :w let me
.
.-I:.- -- - ---..
know if you-have any questions. .. - - - . .-
.. --
Kind Regards, ..
Amanda
Television Renewals
Belly English: 30 :25 :15
Belly Spanish: 30 :25 115 . .
'>'>
Chin: 30 :25 : 15 ;
>%..X
Love Handles: 30 :25 : 15 ..
Thunder Thighs: 30 : 15
Spare Tire: 30 115 -.-....
..*--rh. i-.
Birds: 30 :25 : 15
Bullseye: 30
Grandpa English:30 :25 : 15 -
Grandpa Spanish: 30 : 15
Radio Renewals.
. ..-*- ..
Lo,ng Distance Dedcation: 60 --
Grocery Store: 30:25 - -
Sw~mmingEnglish: 30 :25
Walking Spanish :60 :55
Vegetables Spanish :60 :55

' ,:' . -. - The Advertising Council _ .. .
261 Madison Avenue
I 1th Floor
NY,NY 10016
\v\y\\. .adcouncil.org
1 (;I(,) :
r,;.,; 2 I1:&):.;
.:
,
1 I - .I;:,
.
.. ........

To: Petree, Kirsten (HHSIASPA); Field, Ellen (HHSIASPA)
Okay let's stick with 2 p.m. on Friday.
Amanda N.Samponaro~AssistantCampaign Manager
- . . .
--. -
-
- .
-
-. 261 Madison Avenue
11th Floor - . -.
-. -
. . . . ,. h"i,h?' 100 16
\vw~v.adcouncil.or~
-
1711. 2 1 :.\)s-,l w!;
(, 2 !,?.\,?;:, 1 [!T,>
From: Petree, Klrsten (HHSIASPA) [mailto:Kirsten.Petree@HHS.GOV]

To: Field, Ellen (HHSIASPA~ wands Samponaro
Cc: Kristln Hajinlian
Same with me.... >*..-.*.- - ..:j. . . ...

-
- .
- ....................................... .- . .- . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

To: 'Amanda Samponaro'; Petree, Kirsten (HHSIASPA)
Cc: Kristin Hajinlian ....
:- .. - . . Subject: RE: Creative Brief

- -,,
- .. ... ..
- . . -- - .. --
-..
No, I can't d o 12:30. I could do 2 or 4 on Thursday. But Friday is \tide open ...
I
. . . , ................
From: Amanda Samponaro [ma~lto:ASamponaro@AdCounciI.org]

Cc: KFistin Hajinlian .. ..
Subject: RE: Creative Br~ef
Ellen and Kirsten,
-
1
I was wondering if you all would actually be able to meet on Thursday ~nstcad?Does hursday at 12:30
p.m. work for you all?
Please let me know.
thanks,
Amanda
Amanda N.Samponaro-.4ssistant Campaign h l a n q e r

The Advenising Council
26 1 hladison Avenue
1 Ith Floor
NY.SY 10016
~~~r~.adc~unciI,.oy
- ,,it.
!..
7 ; y < , , \ L ,p 8 ~ I ;
;-,......
, . ' .--
- a - I:,-:,
. .
-
From: Petree, Kirsten (HHSIASPA) [mailto:Kirsten.Petree@HHS.GOV]
To: F~eld,Ellen (HHSIASPA); Amanda Sampnaro -
"==Cc:Knstin Hajlnl~an
Subject: RE: Creative Brief - - - - -
..-.....-. ..... ----- - .. - --. -.... -........... .......... ., ......................
From: Field, Ellen (HHSIASPA)

To: 'Amanda Samponaro'
Subject: RE: Creative BrieF" <-,,
I'm free a t 1 or 2 .

To: Field, Ellen (HHSIASPA) --
Subject: Creative Brief -
1 hope you had a nice weekend. We would.like to walk you and Kirsten tluough the crkative brief for
October 6. are all free from Noon until the end of the day. Please let me know if
will work for both of you and I will set up a call in number.
ThafiEyou,
....
Amanda
Amanda N.Samponaro-Assistant Campaign hlanager

26 1 Madison Avenue
I 1th Floor
h'Y.hT 10016
M.\v\\ .;ldcounci I.org
--- --- -- --
I
I
1
Subject: RE: Obesity Prevention Daypart Dispersion
1
Ellen,
I am looking into this and \\.ill get something to vou.shortl\-.

I
.\manda N.Samponaro--1ssistant Campaign Alanager
The Xd\.ercising Council
26 1 Madison .i\penue
11th Floor
NY,NY 10016
\\~s\i.adcou~lc:il.org
[ t i : : 2 12.0:: I . 1'1') I
t: 2 I?.!)??. 111:o
-- -- - . - 2 6'- - -
From: Field, Ellen ( ~ ~ ~ / ~ ~ ~ A ) - . ( r n a i l t o : ~ l l e n . ~ i e l d @ ~ ~ ~ . ~ ~ ~ ]
Cc: Petree, Kirsten (HH&'&BA) . -
Shouldn't there be a Phl someirhere i i the late night? .qso can t h e daypal? be b r o t c n ~ ~ o \ v i l sc<&nts au \vr
call isolate wllen children might be seeing the spots?
- -.
ro -
--.From: Amanda ~ a m ~ o n a [ma~lto:ASamponaro@AdCounciI.org]
Sent: Wednesday, August 16;2006 3:42 PM
Cc: Kristin Hajinlian; Anthony Signorelli
Subject: Obesity Prevention Daypart D~spers~on
Ellen and Kirsten,

...,>..
-4s promised, please find attached a break doI1.n of the daypart dispersions for the
Obesity Pre\.ention campaigns for Broadcast tele\./sion (in English and in Spanish). BY
charts "y6u can see that the PSAs are performing extremely weli and over half of all
the o\.ernight daypart. Please let me kno\v if 1 can pro\.ide you \vith any other
campaign. Feel free to call me ~ v i t hany questions.
Kind Regards;
Amanda
Amanda N.Samponaro-Assistant Campaign hlanager

Page 2 o f 2
T h e .ld\.ertising Council
96 1 hladison X\.enue
1 1th Floor
NY.h'Y loo16
\\-\\.it .adcn~~~~cil.nr~
l,i,, 1. it1 1 ;
:!:.ll::
. - . - . ,,.,.-
7 ) 3
lflT15
--
. -- - -- -. -- - ...
Cc: Kristin Hajinlian; 'Anthony Signorelli
-
Subject: Obesity Prevention Daypart Dispersion

Attachments: OP & COP ~ a ~ p aDispersions.xk
rt
Ellen and Kirsten,

..
A s pramisid, a
find attached break-d%\vn of t h e daypart dispersions for t h e -4dult and : 1~11 t_al-g.!tc<
=:ObesityPre\,ention campaigns for . Broadcast
.. tel-mision (in English and inSpa3ish). BS.looiii .at file atti<cl~cci --
. .
----
charts vou can see that the PS\s are performing e s t r e m e l y \yell and o\.er half of all spots are nnirii outside oi'
t h e overnight daypart. Please let me kno\v if I can pro\.ide you \vith any other information 1.1 r d ~ the n ~ 1'51
campaign. Feel free t o call m g \vith any questions.
Kind Regards,
Amanda
;:*-;
.:
..,Amanda N.Samponaro-Assistant Campaign h~lanager
26 1 Madison A\,enue
1 1th Floor
NY?NY 10016
.'*..*+,+. --. ..:.- \\.\~.\\-.arlc:oul~ciI.org
, , 1 i : 21; ~1~~1.1'~0l
.. ... 1': 2 )?.o;:. III;~,
-- --
From: Amanda Samponaro [ASamponaro@AdCounc~I.org]
Sent: Monday, August 14,2006 4:21 PM
Cc: Kristin Hajinlian 1
Subject: Updated Newsletter Design
I
Ellen and Kirsten,
Below is a fresh design for the ne\vsletter 1J;e wanted to make the letter more \.isuall\. stimul)hting and thinli
-
that the beloy layout looks great. These are not necessarily the final photographs. for insrande. \re al.e.planning
dr,
on replacing the photograph of the breadtrran image oflvhoie \\.heat bread. If you all ha\-e anlv..A: other
suggestions please let me kno\v.--\.Ye are planning on sending out the next newsletrer in Septembefin rimCil!;.
- ./. . ----.-.
back to school and the fail and-.\vould Eke to use this new design. Please let me knolv'if to^^ ha1.e any quesrion.~.
T h a n k you,
Amanda

To: Petree, Kirsten (HHSIASPA)
Cc: Kristin Hajinlian; Field, Ellen (HHSIASPA)
Importance: High . .
Hi Kirsten,
- I just kanted to see if you all ha1.e confirmed the final budget for Task 5 for ti16 ~ b e s i l rPrr\rririoll
Y a S p i i g f i . Please let me hnoxv as soon-as you get a chance.
- ..
Thank you for all of your help.

. >. - - --
. -- . -.
-. .
.
-.
- - .., A
. .
Amanda
Amanda N Samponaro-Assistant Campaign hlanager

.*' .
\=
26 1 hladison Avenue
11th Floor
~:,-w*-. -a. ..;-
NY.NY loo16
. .

Sent: Thursday, June 22, 2006 2:41 PM
~utij&t:-Obesity prevention Task 2 Budget
Hi Kirsten,
I
After our coriversation on Tuesday regarding funding for Task 2, we checked the agreement fro m GovWorks and I
below is a breakdown of what we have received to date. This information is also in the attached document under
"funding history".
I
Total received for Task 2: $538,561
The proposed budget for Task 2 is $1,077,636. which means we are still waiting on $539.075. 'lease let me moi:
if these numbers are consistent with your records.
Thanks,
Kristin
.
- ..
..
KrisJin Haj~nlian1-Campaign Manager ---r
d m -s . .
= =::=: -... . .. ..-- -- 3
. . - . -
The ~ d v e r t i s i n
council
~
P3se 1 of'

--
Subject: RE: Updated Newsletter Design
Great, glad you like it Kirsten
.-
-- Amanda N Samponaro-Xsslstant Campalp AIanager
- --- The Adverns~ngCouncil
8 , - -
'16 1 hlad~sonAvenue - .--
.. .- 1 1th Floor
NY,NY10016
uu r* ![.or:!
.atfc.o~~r~c
1111 2 ~1.'):~
j I'J')~
1 21: (':; llb-1,
From: Petree, Kirsten (HHSIASPA) [mailto:Kirsten.Petree@HHS.GOV]

To: Amanda Samponaro; Field, Ellen (HHSIASPA)
.. . .,.?
Cc: Kristin Hajinlian 9;:
- 8
,
Yummy!
.,.'.-+h - -.-.....
j.
Great stuff. Like the design. Easy to read.

- -- -
Cc: Kristin Hajinlian -
-.
Ellen and Kirsten.
Below is a fresh design for the ne\vsletter. W e \ ~ a n t e dt o make the letter more \.isually stirnullating and think
that the below layout looks g r e a t These are not necessarily t h r final photographs, fbr instance, we are planning
. -. -
on replicing the photograph of t h e bread to an image of lvhole wheat b r e a d If you all ha\.e a d r other
~ r
suggestions please let me kno\v. W e are planning on sending out the n e s t n e ~ v s l e t t c r ' iSepte,mber in time for
back to school and the fall and \vould like t o use this new design. Please let me lino\v if!.ou hd\.e any questions.
. .
Thank you,. .
Amanda
Field, Ellen (HHSIASPA) 1
Sent: Friday, August 04, 2006 12:lO PM
I
I
Cc: Krist~nHaj~nlian
Subject: Obesity Talent Renewal
I
Ellen and Kirsten,
- know if you-have any questions: - - -

- . -.-
-- .
i
T h e adult television spots "Thunder Thighs" and "Spare Tire" expired in Februar! and \\-e \v re not nbie to
rene\v-them -a t ..the time due to limited funding. Both spots are receiving s t r o n g support and ve \ \ - o L Ijilic
renew them for. anether year. \\:e have v k e n to hlcCann about rene\ving the \vork and \ve .an co\.er tiic cosrs
-forTeie\i.al
/ i
~ < ~to
Lvithin our current budget. W e plan on moving forward with rmewal o f t h e s!,cjbs but-prlease kt nl:,
.-.
--
.
..
--
T h a n k you,
Amanda
-4manda N.Samponaro-Assistant Campaign hlanager

26 1 madi is on Avenue
.-"
%
\=, I 1th Floor

NY,h'y 10016
w\i\< .adrou~icil.orp
I , \ ~2: l2.0:,: I. 100 i
-+.-:*- - .:-. i':''12,i)Z;. It,:{,
-- - -- -- --
From: Amanda Samponaro [ASarnponaro@AdCounc~l.org]
To: Field, Ellen (HHSIASPA); Petree, Kirsten (HHSiASPA)
Subject: Call in number for tomorrow's call
. .
Ellen and Kirsten,
1J;e are looking for\vard to our call tomorrow m o r n i ~ gwith you both and \\.ill be passing alon,e the docunlents
\ve \\.ill be re\.ie>iing
- first thing tornorro\v. T h e call in number \\.ill be: 866-39 1-@139and tile'
a -
passcode: 1-68137#- Ha-ire a nice e\,ening.--.T
-- -
-. - - --
.. -- -.
-.
.- -.
--I:i
--..
Kind Regards,
Amanda
Xrnanda N.Samponaro--Assistant Campaign hlanager

26 1 Madison Avenue
1 1th Floor
N'1',NY 10016
A ' :
.
w~+.\c..acl(:ou~l~;ll,~~rg
\=
~
1 ~ 1 212.0:;
~ : I .! ' . l ' l i
i: 2 ;?,(I;.'. 1 {,:I,
Ideas for Web-based Video Contest

-. -- - - - -- ---- - --
Sent: Wednesday, July 26.2006 11:39 -AM
Cc: Petree, Kirsten (HHSIASPA); Kristin Hajinlian.
Subject: RE: Ideas for Web-based Video Contest
G r e a t Ellen, thank you
.Amanda N.Samponaro-.\ssistant Campaign hlanager

-
- .
- -. .--The
- .\d\.ertising Council
- - . - . . 96 1 kladison .\venue - =.:*:
... . .. 1 1 th Floor ,-. : -
hTy.hTy 10016
\\.u.H.ad(.o1l1lci1.org
pi]: 2 I ?.\.)fi I . I1!O I
!: 2 I;.C);~, !,,:(,
From: Field, Ellen (HHSIASPA) [rnailto:Ellen.Field@HHSSGOV]

Sent: Wednesday, July 26, 2006 10:30 AM
To: Amanda Sarnponaro; Anthony Signorelli
Cc: Petree, Kirsten (HHS/ASPQGKristin Hajinlian
Subject: RE: 1:deas for Web-based Video Contest
W o n d e r h ~ l .We'll call in.

Many thanks for including, w i n - y w busy scl~edu~le.
, c*
From: Amanda Sarnponaro [mailto:ASarnponaro@AdCouncil.org]
Sent: Wednesday, July 26, 2006 10:14 AM
To: Anthony Signorelli; Field, Ellen (HI~S/ASPA)
Cc: Petree, K i r s t e ~(HHSIASPA); Kristin Hajinlian
.Subject:
. RE: 1dkas for Web-based Video Contest -.
- *.
a _*.
r
..*
Ellen.
I just spoke \vith h,lcCann and their team is free tomorro\v, T h u r s d a ~July 27 bet\veen - 5 for a call t o
discuss the \ride0 contest. Please let m e know if this time still \vorks for you all and I \\.ill se I the meeting
T h e.-;-
call in- number \\.ill be: 666-s"-oljg and the passcode: 1 6 ~ 1 9 7 ~
Regards,
Amanda
.\manda N.Samponaro-.\ssistant Campaign Manager

The .\dverrising Council
% 1 Madison Avenue
1 lth Floor
h'y.Ny 10016
u \~~\\:.:~O(:~III.II~:I~.~~;
1,l1: 2 I 2 {I:: I I ' J ' I I
1.
:. -.I ,, -.'. I).).,
II~T~I
Ideas for Web-based Video Contest I Pasf 2 o f 2
From: Anthony Signorelli

Sent: Tuesday, July 25, 2006 5:33 PM
To: 'Field, Ellen (HHSIASPA)'
Cc: Petree, Kirsten (HHSIASPA); Kristin Hajinlian; Amanda Samponaro
Ellen.
Thanks, thls IS a great place to start.
Kr~st~n
and Amanda are attempting to get t ~ m ew~thMcCann for either tomorrow or Thursday a s discussed YCL
can expect an emall from them w~thdetalls
Regards,
Anthony
.
-
a
- --
-
* - - . .

Subject: Ideas for Web-based Video contest
Anthony, 1
=2" ;
This is a little of the thinking we have come up with. We would sure appreciate a discussion
vour colleagues, especially since we now have a good YouTube contact and enthusiastic
Leavitt.
--.-U-- - > -
Thanks!
<<Web-based Contest ldeas.ppt>>
Ellen Field
.,
-
. .-*
i, - -
--
:.. ,
,. . . Deputy Assistant Secretary for a ,.
- .
-
~.
~..-
?
-
.. .
--
. .. - _ . . _ _.%.
U.S. Department of Health and Human Senices I

Ideas for Web-based V i d e o Contest

--- - -
I
Sent: Wednesday, July 26,2006 10:14 AM
I
To: Anthony S~gnorelli;Field, Ellen (HHSIASPA)
I
Cc: Petree, Kirsten (HHSIASPA); Kristin
-
Hajinl~an
1
. .
Ellen,
- I just spoke jvith McCann and their team is free rornwroLv. T h u r s d a y J u l y 2 : bet\veen + - 5 d m for s ca!l ro
discuss. the \-cdeo contest. Please let me know if this time still ivorks for you all arid I \\.ill set Iup the r n e c t i n ~
. ~
... .A . -.-
I h ; . ' L c a l l in number \\.ill be: 666-$2 1-0159 and the passcode: 166 lyy=i
Regards,
. . . . . ......
- -- -- .- .
. .- .. . ...!.
.---.
.. . .
- ~
..
--
.-- .- .-
..
------
~.
.,.
-4manda

26 1 Madison Avenue
I 1 th Floor
NY,NY loo16
,.$!
<:-. .,
~>2.:!c:.,;lc1~1(1_1!.r?-1 .?LC:I
],I,:2 I?,'):;I.I'JC).l
- .
1': 2 l ~ . ~ ) ~ i ! . l ! l # t l
, From: Anthony Signorelk--- --. --..--

To: 'Field, Ellen (HHSIASPA)' ..
Cc: Petree, Kirsten (HHSIASPA); Krist~nHajinlian; Amanda Samponaro
Ellen, -
11
- A
. _
.-. ._ : _
Thanks,
. .
this is a great place to start. .-- . :--
. .
..: -1 -
- A .
--
.-.. -
. . ~ . . --I, - -.
Kristin and Amanda are attempting to get time with McCann for either tomorrow or Thursday asd~scussed.You
can expect an email from them with details:
Regards,
Anthony I

To: Anthony-Signorelli
Subject: Ideas for Web-based Video Contest
Anthony,
This is a little of the thinking we ham come up with. We woild sure appreciate a discussion withI McCann and
Ideas for Web-based Video Contest P a c t 2 of'
your colleagues, especially since we now have a good YouTube contact and enthusiastic Interest
Leavitt .
Thank!
<<Web-based Contest Ideas.ppt>>
Ellen Field
Deputy Assistant Secretan for -
public Affairs (Policy and Strategy)
-
+.
--
--2027690.7850

I
I
To: Petree, Klrsten (HHSIASPA)
I
Cc: Kristin Hajinl~an;.lillian Weinstein; Field, Ellen (HHSIASPA)
Subject: RE: Smallstep web updates
I
Iiirsten.
T h a n k you so much for g e t t i n g back to m e M-e n illcontinue o u r research o n the g o \ ernmenr slres and ie; !.oil
knolv if \ve ha\.e any questions
a - Amanda
- . - . .- .-
--
--
-- .-.
.amanda h' Samponaro-i\ssistant Campaign Alanag-er

The r\dvertising Councll
26 1 hladison -41enue
I 1th Floor
N y , N y 10016
U% - -
-- \$ . d-d-
~ : n l l l--l ~ ~ l l . o ~
,,i, :I!. '):!I I ' J ' I !
t. 2 I?.(J22. I f170
.
- -- -- 4
A
From: Petree, Kirsten (HHS/&PA) [mailto:Kirsten.Petree@HHS.GOV]

Cc: Krist~nHajinlian; JilliaWe~nstan;F~eld,Ellen (HHSIASPA)
Subject: RE: Smallstep web updates
.. :-r -- I,
Amanda-
Government websites are fine for information gathering, and we'll have to go through at HHS anyway.
so that's great. I think that we need to be careful about outside vendors and their . ...
-.
backup concurrence from the government. Let's take a look at those on an
---
.- -. source outside the g o d for thesite anyway, since we're suppofed to be the - . . .- - -. -
you know whether we've done any of that in the past, though.
I
Best-
Kirsten
..
~ r o Amanda
~ : Samponaro [mailto:ASamponaro@AdCouncil.org]
Sent: Monday, July 17, 2006 4:38 PM
To: Petree, Kirsten (HHSIASPA)
Cc: ~ r i s t i nHajinlian; Jillian Weinstein; Field, Ellen (HHS/ASPA)
Subject: Smallstep web updates
Iiirsten.
\Ve are beglnnlng research portion control and energy balance a m o n g o t h e r thlngs to updatc.
\\ \\ \:iic;!l\t('j) go\ and make it as c u r r e n t as posslhle and \$anred to see ~fyou had an! \\ebsltes that you thlnk
\ ~ o u l dbe helpful for locating this information A n t h o n y suggested t h e ibllonrlng G O \ernrnenl
good starting point: CDC, K I H . NHLBI as well as 2 feu. other health ~vebsites:
J-ahoo Health. Are there any orher sites o r resources that you can recommend
for your help.
hind Regards,
Xmanda
Amanda N.Sariiponaro-.issistant Campaign hlanager

The .idvertising Council
261 Madison X\,enue .
11th Floor
h'y.h:'i 10016
From: Anthony ~ i g n o r e l l[asignorelli@AdCouncil.org]

i
Sent: Friday, August 18, 2006 4:08 PM
To : Field, Ellen (HHSIASPA); Petree. Kirsten (HHSIASPA)
Cc : Kristin Hajinlian
Subject: Confirmed with Secretary Leavitt - September 6th at 2pm
Ellen. B Kirsten,
We are confirmed to meet with Secretary Leavitt on Wednesday, September 6th at'2pm to pre$ i t the
-
Dreamworks Animation Shrek creative. Let's discusSjhe details of the meeting next week.
Have.a-great weekend, -- -. -
--
- .
*ntbny - - . . . - . -.
.-. .
. . .. -- -.- ~- .-
.~...
Anthony Signorelli i ir.P.,Campaign Dlrector I . . ...
7-61 Madison Ave. I New York, b e w York 10010

P: (212)9%-1989 1 E: a s ~ n g r ~ l l ~ c ~ ~ ~ l c ~ u ~ ~ l : c l r g
-- -- - .- -- -.

.. & Dreamworks Animation Presentatron
Subject: RE: Scheduling Time for Ad Council
Wow, I guess I just assumed you would have a staff given the amount of work you have over there God bless
I
you!
As always. we're here to help any way we can ..

Allyson did ~espondjettingme know that *?-is looking into the Secretary's schedule for us today I'll ke@ you
I
4 0 s t e . d as to where we net out. . . .
.-
- - --I. . -. . .
. . -
Thanks,
Anthony

Subject: RE: Scheduling Tinier Ad Council & DreamWorks Animation Presentation
Good note! By the \\-a)-, Idon't hare a staff. Kirsten helps when she can, but I ' m running single dn this. @
Please let me know if All!.son doesn't get back to you toda!. 1
Sent: Thursday, August 17, 2006 9:20 AM
To: Bell, Allyson (HHS)
Cc: Kristin Hajinlian; Field, Ellen (HHS/ASPA); Petree, Kirsten (HHSIASPA)
Subject: Scheduljng Time for Ad Council & DreamWorks Animation Presentation
--- - -- ,- ...
-- . - .
--. .
. -. .
. .. . .
~ilyson, .A.
.- .
Per my voice message, we would like to schedule time with Secretary Leavitt to present the
. -
our upcoming Ad CouncilIDreamWorks Animation Shrek partnership. The Secretary met with Ellen Field and her
staff this past Tuesday to approve the partnership and agreed to meet with the campaign team so that he could
review the advertising elements.
. .
Please let me know when the Secretary is available to meet with us at your offices. Ellen
. .
first week in September, as this is the earliest moment the Secretary would be free and
aggressive timeline. We understand the Secretary has quite a busy schedule, so we
to meet at his convenience. However, please keep in mind that we will have folks flying in from New York,
California, .and Texas for the meeting, so the sooner t can get the date on everyone's calendars he greater our
chances of making this happen within the next few weeks.
..
I
Thank you in advance for you help.
I
Regards,
Anthony
Anthony Signorellil V.P., Campaign Director I 1 : . . ..: . . : . .:.. . ., ... ,..

. . .,
261 Ma~iisonAvc. I New York, N e w York 10016
Page 2 of 2
Re: Scheduling Time with Secretary

-. - -- ----- --- ------ . .-
From: Anthony Slgnorelli [as~gnorelli@AdCouncil.org]

Subject: RE: Scheduling Time with Secretary
Thanks.
- - --
'--From: Field, Ellen (HHSIASPA) [ r n a i l t o : ~ l l e n . ~ i e l d @ ~ h ~ . ~ ~ ~ ]

Sent: Wednesday, August 16,2006.6:23 PM
To: Anthony S~gnorellr
--
.
.
Subject: Re: Schedul~ngT ~ m ewith Secretary
Allyson has been real busy today, but It might be better if you shoot her an email ...allyson.bell@~,hhsmgc
I wrote Roger and the GSD&M folks and said you'd be in touch. Got a great note back.
E
Blackberry
-----Original Message ----- .. .I.!

.;
From: Anthony Signorelli <asi&%klli@~d~ouncil.org>
To: Field. Ellen (HHSIASPA)
Sent: Wed Aug 16 18:14:35 2006
Subject: Scheduling Time.i..-.
with Secretary
....
Ellen,
I've left two messages for Allyson Bell regarding scheduling time with the Secretary to present.tbe Dre; Vohxreative. but-
have not yet heard anything in return. Please let me know if there is a bener way of reaching Allyson. F laps via email. or if
you can ask that she return my call to set something up.
Just want to be surewe can get everyone together in D.C. soon?considering that Dreamworks is comin I from California ....
.
. _. and
..
GSD&M from Texas. .--
.-
.-....
..
-_. .
. *.
. :.
Thanks,
Anthony
Anthony Signorellil V.P.. Campaign Director The Advertising Council
261 Madison ~ v eI .Xew York, New York 10016
P: (212) 984-1989 E: asignorelli@,adcouncil.org<blocked::n~~~lto:asip~~el~i@~ildcoul~ci~~org~
RE: Secretary Mike Leavitt
From: Anthony Signorellr [as~gnorell~@AdCouncil.org]

Sent: Tuesday, August 08,2006 3:17 PM
Subject: RE: Secretary M~keLeavitt
Perfect, thank you.

I
- -From:
-
Sent: Tuesday, August 08, 2Ob6 1:.1.2PM
To: kevin@youtube.com
- -
Field, Ellen (HHSlASPA) [ m a i l t o : ~ l l e n . ~ i e l d @ ~ ~ ~ . ~ ~ -~ ] -
- -
-- .. .
.
Cc: Anthony Signorelli; Petree, Kirsten (HHSIASPA)

Subject: RE: Secretary Mike Leavitt
Great to hear from you, Kevin. Thanks for your note.
I've asked Barbara Shimaitis, Senior Vice President of InteractiveIDigital Senices with the Ad bouncil to call you
Il
on Thursday or Friday. Sheis working on our behalf on a special project that you may find interesting.
\-
C
Many thanks, Ellen
-----Original Message---- - -
-
From: kevin@poutube.com [~nailto:kevinfi~ontube.com]
Sent: Sunday, August 0 6 , 2 0 0 6 11:27 AM
To: Chad Hurley
Cc: Fleld, Ellen (HHSIASPA); Kevin Donahue
Subject: Re: Secretary Mike Leavitt
*
- -- Hi Ellen, ~...
.~.-.
... I.
- -.
.* .. ..
.. .. . . ....
I'd be happy to discuss working together. I'm traveling forthe next few
days, so the best time to talk would be Thursday or Friday this week. You
can reach me at 66 Thx.

I
Best, I
Kevin
> Hello Ellen,
>
> Thanks for the email. I'm cc'ing Kevin, our VP of Content, to follow
> up with you. Looking fonvard to help raise awareness for health
RE: Secretary Mike Leavitt
> issues on YouTube.
>
> Best, Chad
>
> On Aug 2,2006, at 9:08 AM, Field, Ellen ( H H S / ~ P Awrote:

)
>> You recently met hith Secretary Mike Learltt a t a conference in Sun
> > Valley where you discussed your technology firm and exciting
>> website. He described YouTube as 'the hottest thing on the
>> Internet." Is there a member of your staff with whom 1 can follow
-%;..
> > up on that conversation?
> > I'd be most grateful for a note back.:
>> My best, E1le1-r.

. - - ---- -- -.
>>
>> Ellen Field
> > .De$u@Assistant s e c r e t a n for
> > Public Affairs (Policy and S t r a t e g )
>>
> > U.S. Department of Health and Human Senices

RE: Secretary Mike Leavin
- - _______ _ .

Cc: Petree, Kirsten (HHSIASPA) -
Subject: RE: AC Coalition Engagement Letter - Feedback Requested
- . .
Ellen,
Thanks for this feedback. I'll make the changes and send to our members
-.
As far as HHS representation. .we would love to have you join-the Coalition officially by signing P rnernbersn~p
guidelines s o w e can include HHS in our materials, however, I don't believe vou need to assig orneone to :h~s
&- - - a d v r s o r y committee. You'll knoweverything there is to know about this b e f o r g a y Coal~tionm ~be-doesanc
will have final approval ...as you, said, you are the client. But if you would like to participate in t advrsory ---
--
committee discussions, we'll be glad to include you. It might be worthwhile for you or Kirsten t ear what t h ~ s- -
committee suggests firsthand,..your call.
We'll definitely consider your suggestion about the HealthierUS Website and would love to her nore about your
overall plans for this page. My initial reaction is that we would still want to have a way to track lse visitors that
come to the site from our campaign specifically, versus other programs. So there is value In c :inuing to
promote smallstep.gov. Perhaps we could use the smallstep.gov landing page as it currently ! i d s (choose kids
or choose adults), but when you click through, visitors are taken to the HealthierUS homepage )r something to
that effect. Let's definitely sgt up time to discuss.
:
Thanks again for you assistance'and approval of the letter.
Have a good one, J . . W . .... , .

Anthony
,, -2-
.... ..-... -........... - - ............
From: Field, Ellen (HHSJASPA) [mailto:Ellen;Field@HHS.GOV]

.-. .
- Cc: Petree, Kirsten (HHSJASPA) . -- - .
. .
. . .. ...
Subject: RE: AC Coalition Engagement Letter - ~ e e d b a c k ~ e ~ u e s t e d

. .
Anthon!.,
I made a f c ~ vminor suggestions. If I'm not mistaken. rcfcrcnccs to PShs could not bc posscss therefore ~vould
not need an apostrophe.
Timeline looks good. Would you have a desire to have HHS representation in this eflort or ~ v o I that gloill things
up since i+-eare the client'!
.- ,
1
Also, I met with my Web folks this \reek about converting the HealthierUS homepage to the 11t :page about the
Secretary's Prevention initiative. We are all in agreement that it should c n r n the HealthierUS nner and logo
(although it should look a lot better) and all the different parts of the cainpaign would branch from that
address, incliiding the small steps campaign. I think we collld also add a small step "tip of the i."about physical
exercise or diet.
Xow that !-ou have created so much material that drives traffic straight to smallstep.gov. what you think about
directing new traffic to HealthierUS'.. Does that 1%-reck
!.ou statistical trac1;ing for our success'? ,111 it over and we
can discuss next ~vccli.
Have a great weekend,

Ellen

To: Field, Ellen (HHS/ASPA); Petree, Kirsten (HHSIASPA)
Cc: Heidi Arthur
Subject: AC Coalition Engagement Letter - Feedback Requested
-
Ellen & Kirsten,
As discussed previously, we soon'be utilizing the reach of our Coalition for Healthy Children rr bers to extend
some of the Small Steps PSA campaign messages. As part of this effort, we will be sending tl ~Rachealetter
requesting participation in an communications advisory committee to help activate members a jet them
engaged in the process for developing & promoting new Coalition taglines. As part of the lette ou will not~ce
that we also offer Coalition members the opportunity to link from their programs to w . s m a l k .go.v (there will
-
be no linksinthe omer direction).
-
.- -
- .-
....
~.
Please take 3 look at theletter-and let-us know if you are comfortable with everything outlined.
-. -- . . - -
e want to be
.- -
-
. --
-.
- .
sure you are okay with us sharing the PSA campaign research & overall strategiclcreative d~re ~nwith Coalition
members in the way depicted i n this timeline before sending it out. I would also like to be sure ~tthere are no
limitations on where Coalition inembers can link to w w w . s m a l l s t e p ~and if there are any, wt that criter~a
should be.
It would be great if you would provide input today, so that we can distribute before the weeken However l
understand if you need more time.
Thanks much, .-
5h'.
Anthony
Anthony Signorellii V.P., Campaign Director I T?!..:'.,i:, i ci..l:!.. :

,.:;3..-.
261 Madison Avc. I Ner\s York, N e w York 10016

:,.-**. . ,...
P: (212) 961-1989 1 E: ;?s!gfi.~~c.ll~'_.~d<o~!~<ll~q~f
Ideas for Web-based Video Contest

.
. ------ . --- . . -- .-.. ......-

Sent: Tuesday, July 25,2006 5 3 3 PM
Cc: Petree, Kirsten (HHSIASPA);Krist~nHajinlian; Amanda Samponaro
Ellen,
Thanks, this is a great place to start.
Kristin-and Amanda are attempting to get time with McCann for either tomorrow or-Thursday
dr, - can expect an-email from them with deta&
= -
Regards.
-
.- . . . . . . . .
- .
- --
..... .
:.
Anthony

Subject: Ideas for web-based.~ideo Contest
Anthony,
........-.
-:,*2-!,+,-. - -.. . . . . . . . -- .
This is a little of the thinking we have come up with. We would sure appreciate a discussion \ . McCann and
your colleagues, especially since we now have a good YouTube contact and enthusiastic inter€ rom Secretan
_. ...... -
Leakitt. _Y
Thanks!
. - .-_-_
<<Web-based Contest Ideas.ppt>>
. . . -. *.. - .-
.-
. ....
.-
. .. .. .. . .
Ellen Field
Deputy Assistant Secretan. for
Public Affairs (Policy and Stratem)

. , '. .

H e l p with the Web-based Contest

Sent: Thursday, July 20, 2006 3:31 PM
Subject: RE: Help with the Web-based Contest
. .
Ellen,
We can set up a call with McCann to discuss the V~deoContest project next week. Jus: Ier me TOW what LVOrKS
best. Sounds very exciting! .
With regard foDreamWorks, I'm around thlsaflernoon &d most of the day Monday. Either g i ~me a cdil or le!
- - m e - h o w when the best time to reach you -might be. .. - -. -.
-.~-
Talk to you soon,
Anthony
_ __ _ .. .. ..

Sent: Thursday, July 20, 2006 11:20 AM
Cc: Petree, Kirsten ( H H S I A W .
Subject: Help with the Web-based Contest
Anthony, A
+
.,*.#
.' --. ....A-
When possible, I'd like some creative guidance and possible outreach for the Video Contest prc ~ c t .The Secretan
recently met ulth the Chad Hurley, the CEO of YouTube which he described as "the hoetest n e t h i n g m the
Internet." I believe that you told us first about YouTube and I have discovered GUB4 and sorr other sites that
allow people to upload anddownload self-created \ldeos. I read recently that YouTube set a r ord with l o o
million download? in one week. That's the kind of traffic that would be fun to track!! . .. .
~.
- , . . . . . .--
..
. ~.
We have developed a Guple.of contest concepts that mightwork, but we would certainll;.beiie:
thoughts and a conversation with you and McCann Erickson.
s : meeting uith Counsel went ver?. well. We hope to meet with thc I early next week
Update on ~ r e a m ~ o r k Our
to finalize approval of the Dreamworks-offer. I'd like to discuss one particular part of that wit vou on the phone
. . a few minutes. Let me know when today or h l o n d a you have availabiliv.
if you have
-
.
:I.:.
. _-:~,
Thanks, Ellen
Ellen Field
D e p u p Assistant Secretan. for
U.S. Department of Health and Human Services

Help with the Web-based Contest
202.690.7850
-- -- --
From: [as~gnorell~@AdCounc~l.org]
Anthony S~gnorell~
Sent: Monday, July 17,2006 12:13 PM
Cc: Petree, K~rsten(HHSIASPA)
Subject: RE: DreamWorks Next Steps & Related Campa~gnItems
Thanks much.
From: Field, Ellen (HHS/ASPA) [mailto:Ellen.Field@HHS.GOV]

Subject: RE: DreamWorks Next Steps & Related Campaign Items
Anthony,
Thaiiks for tlie update. Kirs.t.en..and Ibriefed Suq:, Penny and Sheila about the DreamWorks r and got the go-
ahead to work with General C6nsel t o identify and alleviate concerns. Our briefing with OGI this after~ioon
and bill include a short brief onfhe Web-based contest idcas we've come up ~ ~ i t Ihshould
. 11, s better feel for ...
how warm they are t o tlie offer later today and i d 1 communicate same.
Till then, Ellen
.*..-..A+.. --. .*,-.
From: Anthony Signorelli [mailto:asignorelli@AdCouncil.org] .-

. .-
Cc: Petree, Kirsten (HHSIASPA); Amanda Samponaro; Kristin Hajinlian; Heidi Arthur
Subject: DreamWorks Next Steps & Related Campaign Items
.... -.--- . . . . . -
.... .- ~.
: .-.
. .-
. . .. .-. --. - -.
Ellen,
Just checking in to see if there has been any feedback regarding the ~ r e a m ~ o r partnersh
ks i d to find out if
you need anything else from us, DreamWorks or GSD&M? I realize you are in the midst of I( ng for appropriate
dates for a presentation to the Secretary and wanted to let you know that the team has expre d an interest in
traveling to D.C. for a meeting on August 2nd. Please let me know if that date could work on Ir end or if you
have some other time frame in mind.
~lso:$e are finalizing a proposal and questionnaire to test the Shrek creative with consumer Idiscussed In our
initial meeting. Please let us know if there are any particular questions you would like to'ihcli We have kept it
short to minimize cost, realizing we just need to get a read on the overall "Be a Player" taglin ~dthe "get up and
play, an hour a day" statement. However, we would'be glad to include questions that you be 2 are ~mportant.
Kristin and Amanda will be following with draft documents this week.
Separately, I had a great meeting with the Grocery Manufacturers Association last week to d ss the Coalition
for Healthy Children initiative. They are exclted about the latest developments regarding our 4 campaign and
I've already received interest from PepsiCo to link from their health and wellness Website (w jmartspot.com)
to our campaign site, y , w , ~ , a l ~ l s t ~ e p . g oI am
v . just confirming that this is permissible, as it v kely be the f~rstof
many such inquiries. There will of course, be no link from the Small Step site to Pepsi's. Ple let me know if
this is 0.k.
Finally. Heidi and I spoke with Elizabeth Majestic on Thursday at her request, to follow up on o l r visit to Atlan~a
last month. Elizabeth expressed her enthusiasm for the campaign, as well as for the Coalition, and informeci us
that the CDC is looking for ways to utilize the exsting Small Step materials throughout their prqgrams and
I
communications channels. It sounds as though there will be some new ways for us to get our message out there
U
over the next few months through a closer relaiionship with CDC. Please let us know if there IS anything we
should keep in mind when working directly with CDC moving forward.
Thanks,
Anthony
Anthony Signorelli I V.P., Carnpnl.p Drrector I I.:. '.:: : ..I.: : . ..

261 Xiadison Ave. I S e w Ynrk. Ne\v York 10016
.
P: !212) 984-1989i E: a s i ~ n o r ~ l l ~ ~ ~ a d d ~ ~ ~ ! ~ ~ ; l ~ ~ ~
Field, Ellen (HHSIASPA) 1
Y,
Sent: Tuesday, October 03,2006 3:39 PM
To: Field. Ellen (HHSIASPA)
Thanks Ellen. We will keep her file on record for future reference.
We are finalizing some details on the E - ~ r i z e l ~ Tube.Proposa1

ou and \\ill have that for !-ou to rexie4:v shortly
Il
Look fonvard to seeing you tomorrow.
.
From: ~ i e l dEllen
, (HHSIASPA) [mailto:Ellen.Eield@HHS.GOV]
m:Tmsday, October 03,2006 3:ag PM
To: Kristin Hajinlian .-
Il
I made a few corrections to your agenda with Penny's title and correct spelling of her name. see attached.
Thanks for the information
Ellen
From: Kristin Hajinlian [mailto~ajinlian@AdCouncil.org]
Sent: Tuesday, October 0 3 , 2 0 0 6 ?58 PM
Subject: RE: Clinton Foundation
..k,...t - .,.-
..Meeting
.*
It will be people who work on the communications programs \+lthin the Alliance for a Healthier Children.
. :
c -II , . - --
. -
.
Attached is an oveniew of the program along with the agenda. Tomorrow is an informal meeting fan them to share some of
the programs they are doing and for us to tell them about Small Step and Can Your Food Do That.
In the attached agenda I also intluded an opportunity for you to speak about some of the other
1
Healthier U S umbrella.
-. .- .
.
.-. - .----
. Is this something you would.--
be interested in discussing? . .- . ..
.-
-, .. ..
--I1 - --
Also, when i o u have a chance please let me know Penny's title for the agenda/attendee list.
Thanks,
I ..
Kristin
. ..,7.-... -
..
Sent: Tuesday, October 03,2006 12:08 PM
To: Kristin Hajinban
Is it just Clinton Foundation folks or are they representing the Alliance for a Healthier Generation?
!
Sent: Tuesday, October 03,2006 10:26 AM
To: Field, Ellen (HHS/ASPA)
Subject: Clinton Foundation Meeting
Hi Ellen,
I just wanted to confirm that you and Penny Royale are still planning to attend the Clinton ~ o u n d a t i o nmeeting here
tomorrow at 3:3opm. Attending from the Clinton Foundation are Rachel Simmons, who \vorks on darketin: initi2tn.t.s ic:
the foundation and Christ\. Manson who recently joined the foundation to oversee the implementation of the be\.eriqe
guidelines in the field and through communications programs.
Please let me know if vou are both still planning to attend.
Thanks,
Kristin
Follow up

Sent: Wednesday, September 20,2006 2 5 3 PM
Please call Heidi's office 21 2.984.q 944. 1
From:Field,T.llen (HHSIASPA) [mailto:Ellen.Field@HHS~GOV]
____ .
-Serrt: - Wednesday, September 20, 2006 12: 18 PM . . . ..- = == -
--- - ..-- .- 3
To: Kristin Hajinlian . . . . . . .- . . ._ . . .-
Yes, that is fine. We will call you.

Sent: Wednesday, September 20, 2006 11:59 AM -
Subject: RE: Follow up " <:,
Oh, I'm sorry, I meant to say 1l a m on Friday.
.-.-.-..... -. .. -. .... .. -. ........ .... - --

..............
.. .
----..
Subject: RE: Folbw up
-. -_ > - - .
-
~.-
-.-
.- .-
........ I .. - ..-... .-.
-IT-
" -.
We are-headed into a late staffl,1eeting now.
Why don't I call you when I get out and seeif you are still relatively free ... ..
From: Kristin Hajinlian [mailto:KH~jinlian@AdCouncil.org]

To: Fjeld, Ellen (HHS/&PA)
subject: RE: Follow up _...
..
Heidi and I are both free up until 2pm. Does 11am work for you7
I
We can plan-lo call your office.
-
I
To: Kristin Hajinl~an
Follow u p
Wednesday (tomorrow) or Friday are both good. I am slammed on Thursda!.

thanks
-- -- ~..-~ ~ _
Hi Ellen,
CEO Meeting
Anthony is working on an agendalattendee list for themeeting with the Secretary which we sh d have for you
by the end of next week. Do you want to give us some key dates that will work for the Secreta n mid-November
h, - (eitherwlo~ovemher6 o r November 13)and
- ~ . - - .
DreamWorksIShrek Campaian- . - . *.
.. we will sekct from those?
-- - -.
-.-=.~ .. ----
-...
We had an internal meeting yesterday to discuss the parameters for involving Dreamworks p: iers in the PSA
campaign and are working on finalizing a recommendation which we will share with you in the xt few days. This . -
will help us to separate eleme'nts that can be funded by partners from those that should stay AI in our donated
media model.
We are interested in hearing more about the smallstep.gov and HealthierUS options for the cz
I agree that we need to keep moving along. Should we set up a status call for later this week t iscuss updates
on all of these elements? Let me know what dayltime works for you.
\-
Thanks,
Krist~n
... s
-,:
From: Field, Ellen (HHSIASPA! [mailt6:Ellen.Field@HHSSGOV]
-. _-
._ . ..
Subject: Follow ip
.. .- .... - -.
.. :..
.. ...
-. .
. . ~.
-.
Good afternoon Kristin,
As a follow up to our conference call last week, I wanted to get an idea on our tinling for the fo wing items:
CEO Meeting
. .. ..
When you will be able tosend me Ad Council t h o u g h t s / s t r a t e ~document for the CEOiiieetii
Will that include a timetable and target date for the'meeting?
Will that include a summary list of CEOs that we would like to include?
Shrek Campaign
I will need a s u m m a q piece on how we are evaluating the smallsteps campaign and how we ir id to evaluate the
success of the Shrek component
Follow up
Estimate of the cost of the print campaign and any other components that currently do not h;
Adding a new topic, I want to continue our discussion of the smallstep.gov vs. HealthierUS.gl l u r \\-eb staff
has delivered some advice in support of the HealthierUs option and I thought of a solution tk lay be more
palatable mlth you and Anthony.
I don't want to h u r n your creative process, but I need to be sure we are on top of all the piec i these projects
Ellen Field

.
- ~ . ~ ~ e ~ a h m eOTn~ te a l t and
h Human ~-6ices
More details for tomorrow's meeting

Subject: RE: More details for tomorrow's meeting
Thank you! ..
From: Field, Ellen (HHSIASPA) [mailto:Ellen.Field@H,HS.GOV]

To: Kristin Majinliag -
-n. --Subject:- RE: More details for tomorrow'; .Geeting -, -. -.
. . - - - -. ... .. .
---. .
Attendees from HHS:
Staff
Sheila Walcoff, Counselor to the Secretary [for the Prevention Initiative and others]
Penelope Royall, Manager of the Prevention Initiative
Ellen Field, Member of the Prevention Initiative team
Alex Azar, Deputy Secretary of HHS

Rich McKeown, Chief of st*
Kerry Weems, Deputy Chief of Staff
Dan Meron, General Counsel
Demetrios Kouzoukas, Counsel
a-4- - .
Other Possible Attendees
Kirsten Petree, ASPA staff -
Danielle Yaggi, ASPA staff
Ira Dreyfus, ASPA staff
Jennifer Tucker, CDC staff
Jason Bennett, Assistant to Sheila Walcoff
- d
-
Sent: Tuesday,"September 05, 2006 3:21 PM
Subject: More details for tomorrow's meeting
. .... .-~
Hi Ellen,
Attached are..the web banners that will be presented tomorrow along with the copy test results ,e discussed
earlier. Please review and let me know if you have any questions.
A few other logistics for tomorrow:

1. I've confirmed with David Rockwood at GSDM that they do not have any AV requirements and will be
I
presenting everythirlg on storyboards - so you are off the hook!
We will have to speak with Ralph prior to the meeting about the pronunciation of his name - dis revised bio is
I
More details for tomorrow's meeting
attached.
2. Just to confirm everyone will arrlve at the following address: U.S. Department of Health 8 H
Independence Avenue, SW, Suite 647 D. We will be
there to meet the team of GSDM and Dreamworks at 1pm
3. When you have a chance, please send through the list of attendees from HHS
Thanks,
Kristin .
..---.
- .
<<Dreamworks copytest-results Final.ppt>> <<be-a-player-banners.pdf>> <<Ralph-Yznaga-l

p 212.984.1956 If 212.922.1676
www.adcounci
- -I.orq i'
<-
D o we k n o w ...

-- -
. - - -
From: Krlstln Haj~nllan[KHaj~nlran@AdCounc~I.org]
Sent: Tuesday, September 05, 2006 5 0 4 PM
Subject: RE: Do we know ...
Ok, thanks we will talk to DreamMrks and let them know to be prepared
. . . . . .
From: Field, Ellen (HHSIASPA) [mailto:Ellen.Field@H,HS.GOV]

To: Kristin Majinliac - -
~~
-
--Subject:-RE: DO we know . . . . .- . -- --. -~
-. . . -.
- .-
. - -- *--. .
Counsel may ask.
From: Kristin Hajinliarl [mailto:KHajinlian@AdCouncil.org]

Subject: RE: Do we know ...
We haven't heard anything %\out that yet, but we can certainly bring this up tomorrow followin1 le presentation
-. .... , -- .
.. .., . - ....-. ..-
......... ,. . .............................. , ...................

Seilt: Tuesday, Septembe&5;20B6 4: 16 PM
To: Kristin Hajinlian; Anthony Signorelli
Subject: Do we know ... . .-
.-
Are there other sponsors for the Shrekg promotion?

..
Ellen Field .
<
. - --,-- -. -*
--
202.690.7850
Re: DC nip Weds.

-- ...
. . . .
~

Subject: RE: Follow up materials for -meeting tomorrow
Attachments: Beth McConnell.doc
Here. is a shortened version.
..-.. ....... .. .. . - .-........-- -
From: Field, .Ellen (HHSIASPA) [mailto:Ellen.Field@HHS.GOV]

Sent: Tuesday;.September 05, 2006 4:36-:W
. . .
,,"To~:Rristin
-. Hajinlian . . ... -- -.-.
-.
-
Subject: RE: Follow up materials for meeting tomorrow
The bios are only for the Secretan's briefing book. Do !.ou have the shortened.bio for Beth??:
.... -- . . . .. . - .. . -- ............. .- ....... -. . . . . . . . .

Subject: Follow up material.5
. . for meeting tomorrow
:.?.
w;-;,
..
Hi Ellen,
Attached is a bio for Beth McConnell who will be attending the meeting instead of Carlotta St; ewicz. I also. cut.
-.
down the end of Ralph's*Iii*iiiak-e itTt on one page. Will these be printed for the meeting or ar ey for the
Secretary's review in advance? I just want to make sure Ralph see's the revised version if the s will be
distributed. ... .. . . .-
.-
Based on our conversation, the agenda will be as follows:

Introductions (Ellen - HHSJ--
-+
.About the partnership (Heidi, Ad Council and Bob-Feldman, DrgamWorks)
... --...,-. .
... . . . .
creative presentation (Creative team GSDM)

. . .
LaunchIMedia Strategy (Anthony Signorelli, Ad Council)
Discussion
.. , .
I will follow up shortly with a confirmation on AV requirements and the pronunciation of Ralph ame. I just
wanted to,send these materials through now for the. Secretary's briefing book.
Thanks,
Kristin
.. - --.-- -- ..-- ..-.-. . .-. .-
-.-

Sent: Monday. August 28,2006 4:48 PM
Subject: Attendees for DreamWorks Presentation on-Sept. 6th
Hi Ellen,
~ e l o ' ware the list of attendees for our meeting on September 6th.
I
Ad Council
Priscilla Natkins
hr
Heidi Arthur
--Ant&ony Signore111
Kristin Hajinlian . --
GSDM
David Rockwood
Ralph Yznaga
DreamWorks
Bob Feldrnan
.
-'--
Regards,
Kristin
Kristin Hajinlian Campaign Manager

p 2 12.984.19561f 212.922.1676
- - -- www.adcouncil.org . - ,
Obesity Prevention Discussion Guide Page 1 of 1

Sent: Thursday, August 24,2006 5:24 PM
Cc:
Subject:
Anthony Signorelli; Amanda Samponaro; Jillian Weinstein
Obesity Prevention Discussion Guide
I
Attachments: Ad council ~ischssionGuide FINALdoc
Hi Ellen,
-preparation
I'
Attached for-your review is a discussion guide for exploratory research that we are'planning to conduct in
for thenext round ofour 0 b e 8 y Prevention PSAs. We recruited "Mass Market FEI$~!~ B_uilders3'.
ages
25-49 (parents with children 4 8 in the home) who have poor dietaryiexeicise behavion and atptudes that put
them at risk for health protjlerk. This-includes a diverse mix of Caucasian, Hispanic and AfriGr American family
builders, as we do not have funding for segmented groups. The groups will be conducted this
29th in Fort Lee, NJ.
The purpose of this research is really to gain consumer receptivity to the areas of portion contrql and energy
balance so that the creative team at McCann will have a better sense of how these messages can fit within the
by the research planner at McCann who will.also be moderating the groups.

. :
\ -:
I
small step framework. The guide itself is very informal and is meant to guide an open dialogue- it was put together
Please review and let us know ~f you have any questions.
Regards,
Kristin ....-, * .8.. -, .:-
.
-I
.-
<<Ad Council Discussion ~ u j d e
FINAL.~~~>>
- -

p 212.984.1956 I f 212.922.1676
ww w2-dcounci,,org
. .. ..-. . -
RE: Obesity Prevention Task 2 Budget Pa:? 1 of"

- -- ---- ... .
From: Kristin Hajinlian [KHajinIian@AdCouncil.org]

Cc: Petree, Kirsten (HHSIASPA); Amanda Samponaro
Hi Ellen,
-
We are working on a summary and will provide an update on our records as soon as possible. the meantime. IS
the amount you
- ..
referenced below of $1 M suppose to be $1,077,636 from my initiai email at thf lottom. .
. . - - . --
-=
-.
- ..
-Please let me know. - -. --
.~ A
. . . . *.
-
Thanks,
Kristin
- __-- ---
. -.. .-- .... .--. -- - . -.- - .
From: Field, Ellen (HHSIASPA) [mailtorEllen.Field@HHS.GOV]
Cc: Kristin Hqjinlian; petreg &iten (HHSIASPA)
Amanda,
Since I am new to our cCiit%ct;1 nceded to get a bigger picture of orir invoice and pal-rnent his
\kith Chiis Pigott at GovWorks and found the folloiving:
Our contract after modificatiops was S1,799,308. .. ..-- .. . .-
.-. --
Ad Council has invoiced and Go\-Works has paid out S i.wi,991.17 lea\ing a balance o 577?316.83
Pending are two invoices for May and one invoice for Junc in the amounts of S25.201. , S1.001.52, and
Slo,954.96. .-
If all of t k s e invoices are paid, that will leave a balance of S540,158.74 -- -. .

- C -. In addition, the I
T 2006 awardwas finalized yezerday in the amount of SiM.
Is that helpful and is that an accurate s u m m a n of where you stand? How else can we help yo1
Ellen
From: Amanda Samponaro [mailto:ASamponaro@AdCounciI.org]

Sent: ~ e d n ' e s d a ~
August
, 16, 2006 12:02 PM
To: Petree, Kirsten (HHS/ASPA)
Cc: .%?&tin Hajinlian; Field, Ellen (HHS/ASPA)
Importance: High
Hi Kirsten,
I just wanted t o see if you all have confirmed t h e final budget for T a s k 9 for t h e Obe:
campaign. Please let m e know as soon as you get a chance.
T h a n k you for all of your help.

Amanda
T h e .idverrising Council
1l r h Floor

Sent: Thursday, June 22,2006 2:41 PM
Subject: Obesity Prevention Task 2 Budget
Hi Kirsten,
I
After our conversation on Tuesday regarding funding for Task 2, we checked the agreement f r ~ r nGovWorks and
below is a breakdown o W t wehave received to date. This information is also in the attached document under :- . - -
"funding history".
-Mod 3: $35,388 .-.

-+
... -. . . T,otal received for Task 2: $538,561

..,. .-
The proposed budget for Task 2 is 81,077,636, which means we are still waiting on $539,075. Please let me know
if these numbers are consistent with your records.
Tha&.s,
Kristin

p 212.984.1956)f212.922.1676
w w w adcounc~l.org
-- -. - -- . .-

To: Field. Ellen (HHSIASPA); Petree, Kirsten (HHSIASPA)
Cc: Anthony Signorelli; Amanda Samponaro ..
I just wanted to add that the support in favorable dayparts across all categories - Adult and Chi , English and
Spanish, is actually more than 213 of the total support.
As you can see in the attachment, we ran these numbers from the launch of each campaign to 7e most available
date for reporting - 3/31/2006,
-
. . -. - . -. -
-Alsa;p~ease note that this repor& based solely on the number of detections-noJ the dollar vali .-Ttjs means that
the "67%" majority of support receivedin favorable dayparts has a significantly higherdollar va e t h q t h e "33%" -.--.
.--..
in the overnight. We know this based on the fact that the timelspace donated for the favorable > ~ p a r t is
s more
valuable than that of the overnight.
...
This is great news for the campaign and we hope that it will help to better inform your partners nd colleagues of
our success in reaching the target audience.
. ..... ...- . . . .
From: Amanda Samponaru'"<:-.

To: Field, Ellen (HHSIASPA); 'Petree, Kirsten (HHSIASPA)'
Cc: Kristin Hajiniian; Anthony Signorelli
Subject: Obesity PrevePrhon-DaypartDispersion
. . . .Y
Ellen and Kirsten.
As promised, please find attached a break do\vn of the d a j p a r t dispersions for the .Adult and ' 3uth targeted -.
Obesity Prevention campaigns for Broadcast tele\.ision (in English and in Spanish). By 100lii ;at the attached ....
..
. . . . charts you can see that the PSXs are performingextremely well and over half of all spots i r e unning outside of
the overnight daypart'.-d pleaselet me know if 1 can provide you \vith an!. other informatioii rf :ai-hng tk-PS.4
campaign. Feel free to call me with an! questions.
Kind Regards.
.Amanda
.$rnanda N.Samponaro-;lssistant Campaign h.Ianag-el. ..

The .ld\.ertising Council
26 1 $ladison h\,enue
I 1th Floor
NY.NY 10016
\\ \ ~ \ ~ . ~ l ~ l ~ : ~ ~ ~ l ~ l ~ ~ i l . ~ l ~ ~
'
\ t i . . -> ' . > , . * b
:_.'.!I!
\ ; ,,,,;
,.
,. -
. I ,,-.,lJ.:-', ill:!,
-- --

I
I
To : Petree. Kirsten (HHSIASPA); Amanda Sarnponaro; Field. Ellen (HHSIASPA)
I
I just wanted to add that the copy ts just a placeholder We are work~ngon developing conrent ~ i t hsome
I
art~cleson malntarnrng a healthy lifestyle and other recent news on obes~typrevention If there 5 anythlng you
would ltke us to include, please let us know
-+
..................... -. - ................... - ........ - ..-..-. - .... - .... ... -- .......- -
--From: Petree, ~ i r s i e n(HHSIASPA) [ r n a i l & % i r s t e n . ~ e t r e e @ ~ ~ ~ -..~ ~-- ~ ] --

Sent: Monday, August 1.4,200614:23 P_M .- .
To: Amanda Sarnponaro; Field, Ellen (HHSIASPA)
Subject: RE: Updated ~ewsletterDesign
Yummy!
I
Great stuff. Like the design. Easy to read.
I
From: Amanda Sarnponaro [ma'ilto:~~arnponaro@~d~ouncil.org]
... Kirsten (HHSIASPA)
To: Field, Ellen (HHS/AS,Pb&Pgtree, -
Ellen and Kirsten.

-
Below is a fresh design for the newsletter W e wanted to make the letter more visually rtimui)ating and think
that the below la@ut looks g r e a t These are not necessarily the final photographs. for instan&, we are planning
.. Il
oh replacing the photograph o f t h e bread to an iihage of \,holi!'ikheat bread. If you all.ba\:e my-other - -
-<--
II
suggestions please let me knou,. \lie are planning on sending out the nest ne\vsletter in September in time for
1I
back to school and the fall and \\lould like to use this neu. design. Please let me k n o \ ~if ?*ouh ve an! questions.
7
Thank you,
Amanda
I
Sent: Sunday, August 13,2006 9:27 AM
Cc : Anthony Signorelli; Amanda Samponaro: Jillian Weinstein: Petree, K ~ r en
s (HHSiASPA;
Subject: RE: Creative Video Contest: Rough Proposal
Ok, great. If anything comes up Monday morning-Anthony \hill be in touch. I am going to be

afternoon.
One thing I forgot to mention when I sent this proposal is that we decided to eliminate the bracket. It \$.as
originally our recommendation to include this age group in the contest, however, after
--
contest we realize it is going to be more difficult to manage the process for them.
contest for-anyone 13 and under. We are also planning to promote the video
higher age group1i;e. text messaging, newslettefs and online-editorials.
.-.- .
-- - -.
-
-.~
.. .. --- -- .-
Let us know if you feel comfortable moving3onvard with this recommendation. -
..
--.
.
. -
Thanks,
Kristin
Sent: Fri 8/11/2006 5:38 PM
To: Kristin Hajinlian . t r ..
Cc: Anthony Signorelli; Amanda G p o n a r o ; Jillian Weinstein; Petree, Kirsten (HHS/ASPA)

Subject: RE: Creative Video c o n t e s t : ' ~ o u g hProposal
n
Thanks Knstin. We can touch base on Monday. There are a few modifications that come to mind that we need to discuss
early on-perhaps not on Monday, but soon. And thanks for really scrambling on this projeet!
I -- --

Cc: Petree, Kirsten (HHSIASPA);Anthony Signorelli
Subject: DreamWorks Deliverables
Attachments: Dreamworks Deliverables 8-1 1-06.doc

-
Dreamworks
Ieliverables 8-11-0..
Hi
-- Ellen,
. .
..
- -. . --
*che&is the list df deliverable~for-the ~ r e a m ~ o r partnership.
ks As you ~ i lsee
l from the expla .onJhe-D\,D inserts
-will be treated a s print PSAs.encouraging k d s to "Get up and Play", which is consist%nt uitk-all-of other materials. 1l.e ---<:
-.
would like to leverage DreamWorks massive distribution network with these inserts and drive traf o ~mallste~;~ov.
If your legal department needs a i i further clarification on the DVD inserts or any of the items inc sd, please let me
know.
Regards,
Kristin
;:.' ....
Kristin Hajinlian I Campaign ~atia-ger
p 212.984.19561 f 212.922.1676
www.adcouncil.org
-'
,.-.&. .-. ..:.-
.
Recap on Status Call Today

- - -
From: Kr~stlnHajlnl~an[KHaj~nlian@AdCounciI.org]
Sent: Thursday, August 10,2006 6:34 PM
To: F~eld,Ellen (HHSIASPA); Petree, Kirsten (HHSIASPA)
Cc: Heidi Arthur; Jillian Weinstein; Amanda Samponaro; Anthony Signorelli
Subject: Recap on Status Call Today
' - .
Hi Ellen, Kirsten,
Thanks for the call today. Below is a recap of next steps on some of the campaign componer 3t we
discussed. ..- .
- . -
-. --
a- p e '$so have some good news t o share about the contest. Barbara Shimaitis;-ow SVP Inter; iSHvi&s just
had a call with YouTube and they are on board for the contest and have some potentiall'q g1-6 !as.-As
indicated below, we will send over the rough contest proposal tomorrow for your review but M Ibably not h i v e
more details from YouTube until early next week.
PSA Campaiqn Sub-committee

Ad Council to reach out to the following groupsipeople to request their participation in the PS npaign sub-
committee:
CDC: Jay Bernhardt ./! b
Verb Campaign: Janet ~ollins%ndFaye Wong

NHLBI: Terri Long
FDA - Marjorie Davidson
ODPHP - Kathryn M c M u w - . ., .....-
OPHS
CMS
NIH
Integration of Small Step CampaigniHHS Proqrams

HHS initiatives to be branded under Healthier US
:-. -Small step will be linked-as part-of Healthier US. -When approprmte, Ad Council would like to in
- .additional
- ... .-.
- .. - .
.
... . . . -.
information about how this will work.
-.
HHS to provide feedback about which programs should be prioritized and included withing s tep.gov program
materials (i.e. 5-A-Day, VERB, WeCan!, etc.).
BudgeVContract
of full fundlng from GovWorks - Fr~day811 1
HHS to'provide final author~zat~on
. ..
DreamWorks Partnership
-
Ad council to send through deliverables - Friday 811 1

HHS to follow-up on clearance for DVD inserts with further clarification that these will not be to promote DVD
sales
Research on Shrek character concepts being fielded, results will be available for DreamWor ;DM
presentation to the Secretary
DreamWorks to recommend web vendors to redesign smallstep.gov w ~ t hexisting content ar rek character
Recap o n Status C a l l Today
pages and Ad Council will provide a proposal to HHS for approval
Small Step Contest

I
Ad Council act~velyseeklng partners - YouTube agreed to work with us and possible vendor selected to help w11h
management
Ad Council to send HHS a rough proposal/outline of the program - Fr~day811 1

I
Ad CouncilNou Tube to discuss further details of a potential partnership early next week
HHSIAd Council to determine t~mingof contest once partners are selected
Please let me know if you have anything else to add, otherwise we will be in touch on some of e items above In
the next few days.
Regards,
-
-
Kr~st~n - -
I r s - -
- --
I
Kristin Hajinlian Campaign ~ a n a ~ e r
p 212.984.19561f212.922.1676
Re: Obesity Prevention: Campaign Status

- -- -- - .-

Sent: Thursday, August 10,2006 1.53 PM
Subject: RE: Obesity Prevention: Campaign Status
Ok, please call us in Heidi's office at 212.984.1944.
- .
Thanks!
. A
- .
--.--
-I"Fro%: Field, Ellen (HHS/ASPA)[f%ailto:Ellen.Field@HHS.GOV]

Sent:Thursday, August..lO, 2006 1 2 0 6 PM
. --
.
-
- --
.
-. -.
-.
.. .- . ..
.. .
__I
Cc: Petree, Kirsten (HHS/ASPA)

Subject: Re: Obesity Prevention: Campaign Status
Well call you. Thx

Blackberry
From: Kristin Hajinlian < ~ ~ a j i & a n @ ~ d ~ o u n c i ~ . o r ~ >
To: Field, Ellen (HHSIASPA); Pet~ee,Kirsten (HHSIASPA)
CC: Amanda Samponaro <ASamponaro@AdCouncil.org>
Sent: Thu Aug 10 10:24:13 2006
Subject: RE: Obesity PrevesLtton: Campaign Status
Yes, 4pm today. Ellen - should we call your office?

..
From: Field. Ellen (HHS/ASPA) [mailt~:Ellen.,F~eld~H,H.S.~GOV]
Sent: Thursday, August 10,2006 10:23 AM
To: Kristin Hajinlian; Petree, Kirsten (HHSIASPA)
. . -.
. Cc: Amanda Samponaro
..-.-
. . .-- --. ..
~
. < - .
Subject: RE: Obesity Prevention:%ampaign Status
We'll be together if Kirsten's schedule permits. That's 4 today (Thurs)

correct?
-----Original Message----- . .
From: Kristin Hajinlian [~~~l~,:KHaji~~lianr&.AdCL~~.i~~~ciL.o_rg]

Sent.:;Thursday, August 10. 2006 10: 14 AM
To: Petree. Kirsten (HHSIASPA); Field. Ellen (HHSIASPA)
Subject: RE: Obesity Prevention: Campaign Status -.
Ok, we will d ~ 4 p msince that works for Heidi and Anthony as well. Will
you be in one place or should we set up a call in number?
From: Petree, Kirsten (HHSIASPA) [mailto:Kirstcn.Pctrcc~~~I;.HHS.GOV]
Sent: Thursday, August 10. 2006 9:25 AM
To: Field, Ellen (HHSIASPA); Kristin Hajinlian

I can do 4 or 2 or 5
From: Field. Ellen (HHSIASPA)
Sent: Wednesday. August 09,2006 4:43 PM
To: 'Knstin Hajinlian'
Cc: Amanda Samponaro; Petree, Kirsten (HHSIASPA)
4:00 works for me. I could also do 2 .or 5 .
-----Original Message----- ..
From: Kristin Hajinlian [1~1aiI1o:KHaiinliani2~~4dCc~uncil.ore]
Sent: .Wednesday: August-09. 2006 3:41 PM .-.---.-
a 4 0 : *Id. Ellen (HHSIASPA) .- ,
Cc: Amanda Samponaro . . . .. . - -

,
Subject: FW: Obesity prevention:-campaign Status
Hi Ellen.
I just wanted to follow up and find out if you have time to status
tomorrow on some of these items. It might be helpfil if we talk through
them on the phone. We will also have a draft of the contest proposal by
the end of the day tomorrow.
We are all free at 3:30 or 4pm t k m o w to status. Let me know what

works for you.
Thanks,
Kristin . .-.+..e,,.
..-.
. ..--
From: Kristin Hajinlian - - . ..
Sent: Fri 8!412006 5: 19 Phl
Cc: 'Petree, Kirsten (HHSIASPA)'; Anthony Signorelli; Amanda
Samponaro; Heidi Arthur
Subject: Obesity Prevention: Campaign Status . - - . .. .~
.....
.- - *. .
Hi Ellen.
As our Obesity Prevention campaign has taken on many new

directions over the past few weeks I think it would be helpful for us to
regroupon some of the outstanding items below. If it's easier. we can
also set up a larger status call for Wednesday or Thursday of next week
when we are planning to talk about the contest.
..
PSA Campaign Sub-committee
..
* During the next two weeks, we would like to put together
a PSA campaign subcommittee consisting of folks from CDC, NIH and other
related agencies per your conversations with Anthony (this is not the
Coalition Advisory Committee, but one specific to our campaign). The
objective of this subcomittee is to get these groups invested in the
campaign early so they can help extend the message and ensure the
continuation of funding for our efforts. We'd like to develop a plan
for their involvement in the campaign process soon, so that they can
participate in the research from the very beginning. Is it realistic for
you to provide member recommendations from CDC. NM and other by the end
of next week? We can follow up with Jeff at CDC for his suggestions.
but contact info for others would be great.
Integration of Small Steps/HHS Programs

* Has there been any feedback on the proposal to integrate
HHS programs under Small Steps? As we begin to exploreoptions for
updating the website, we would like to plan for integrating content from
related HHS programs and partner agencies. Anthony mentioned your
suggestion about HealthierUS.govl so perhaps we can disucss how this
might relate to our proposal.
*
.
We also need to follow up with Faye Wong on integrating
the Verb campaign under SmallStep.gov. Do y.w . .-
or Kirsten i w n t to reach
a w u t m-her or would you like us to do-it?--
* Do you have any update on the final budget

authorization? This is obviously a priority for us, considering we have
a team at M c C a m assigned to this project for the next 6 months.
DreamWorks
..:', <%-
ps':
* GSDMDreamworks are.currently finalizing the list of
deliverables to be presented to your legal staff for clearance. We
should be able to send this through to you early next week.
* The consumer rg$@&chrfor..she Shrek PSAs is being
fielded next week. In order to make sure we have the results in time, we
would like to get an idea of potential dates for the larger DreamWorks
presentation to the Secretary. Do.you envision that this meeting will be
after your briefing to the Secretary on August 16th? Our current
projections for production require us to have approved creative by
August 25th. .-
--
_ . ._._-_
. . ,> -
. ::. . - .
Small Step Contest '-
A*.
.-
* Per your email earlier today. we are working on rough

pladproposal for.the contest to send you by the middle of next week.
Our interactive services department has already begun reachin-n_ out to
potential partners, such as YouTube and Google Video. We are uforking
aggressively to leverage the resources and relationships we already have
in p!ace.in.order to facilitate the contest at no cost. If ure are unable
to secure a partner to donate their resources, we are also exploring
discounted rates that you would be able to share with the Secretary as
pan of your proposal. ..
..
Website Development
* We are currently exploring some potential vendors for
the smallstep.gov website update. We had a call with DreamWorks today to
discuss the possibility of using one of their vendors to work on website
revisionsiadditions to smallstep.gov and provide content for the Shrek
partnership, as discussed at our initial meeting back in June.
We are excited about the potential each of these initiatives

have and look forward to improving on an already successful campaign.
Have a great weekend
Regards,
Kristin
Kristin Hajinlian 1 Campaign Manager q
r.r - p 212.984.1-9561f212-.922.1676 --
- # I w w ; ~ ~ c o u ~~ cf ~i ~ .~o: ~~ ~l ~ ~ ~ ~ ~ . i l d ~ o u n c i i ~ o r ~ >
Small Steps Contest: Next Steps

-- -- -
From: Kristin Hajinl~an[KHajinlian@AdCounciI.org]
Cc: Petree, Kirsten (HHSIASPA); Anthony Signorelli; Amanda Samponaro :
Subject: RE: Small Steps Contest: Next Steps
HI Ellen.
We met internally with our interactive services deparknent today and discussed some of our o ons for the
contest parameters and potential partners. Let me know when you have the contact name fro1 fouTube and we
will reach.0~1
to discuss some of the possibilities. We are aiming to put together a rough prop al of the contest
-by your meeting on 8/16. -- .
.-
,, - . -- -- . .-.-- .- -
-
- . .,. - - -- - -*. .-
. .. . . .
.. .
..----
.-- .
Regards,
Kristin
... .. .... ..." . ... . .. . .,.,u...- -- . . ..., .... .. .. .. .- . . . . .. . . . . . ..
From: Field, Ellen (HHSIASPA) [mailto:EIlen.Field@HHS.GOV]

Sent: Wednesday, August a;v02, 2006 10:46 AM
To: Kristin Hajinlian ~ 5 .
god idea, Kristin. T h ~ ~ ~ r e f a r $ ; fwith

n e t CEO Chad Hurley last month.. If you think it bcst,
up and get a contact besides him.
.- .,., . .-.-. --
Also, the Secretary has mentibned seGral tiilles a possible alliance with the ~ a t i o n a-L\cadcrn!
l FTele\ision Arts
and Sciences. He is well acquainted with Peter Price, President &CEO of the Kational l'elevis 1 Academy. (Bio
at httu: 1j~+~~~~-.en~m~0n1i~.ora/emmv/truste.e/Exec.htn~l)
...
..
And by the way, in April the Academy recently selected their first Emill?. ilominees for the Intc et, cell phones
:.. - .. ..
and iPods. (See http:f-l\+~~~\~.emrn~online.or~/ekiny/da~-time n e w media nominations.lltr -4V-ouldnS-itbe
neat to be in the running for placement therc!
Ellen
, .. .

Sent: Wednesday, August 02, 2006 10:19 AM
Cc:.Ariianda Samponaro .. ..
Kirsten, Ellen,
In order to flesh out some more of our ideas for the contest we'd like to talk to YouTube befor~ lur next status.
Please let me know if you are comfortable with us reaching out to them. If this is ok, does the ecretary have a
contact person there that we should mention?
When you have a chance, please let me know.
Thanks,
Small Steps Contest: Next Steps
Kristin
__. - -.... . . - .~...
From: Petree, Kirsten (HHSIASPA) [mailto:Kirsten.Petree@HHS.GOVI

To: Kristin Hqjinlian; Field, Ellen (HHSIASPA)
Cc: Amanda Samponaro; Jillian Weinstein; Anthony Signorelli
Kristin-
Thanks so much for this synopsis. We are also putting on our thinking caps, and we'll touch b later thls wee^
*
Best- ~- ..
.. . - - --
e m +.irsten = - . -- - -.
----..- - .
.

Cc: Amanda Samponaro; Jillian Weinstein; Anthony Signorelli
Subject: Small Steps Contest: Next Steps
Ellen and Kirsten,

.I!
u <:.
Hope you had a nice weekend. Below are next steps coming out of our call last week about tt
. .
. ~
--..
- Ad Council to talk inte~?6~~-with'l'$teractive
Services department about potential partners f o ~ contest
- Ad Council to explore third party vendors capable of managing the contest
- HHS to find out the legal par-ametersof the contest, judging and the scope of people we nec read
- HHS to connect the Ad Council with YouTube to discuss potential ways to promote the cont
- Ad Council to further develop the contest categories/guidelines for submission
- McCann to regroup
..-
with dd Council on any potential creative ideas
.-. - _ -_-_ . . est ideas.1 think

It.was certainly helpful-for everyone to brainst~rmtogether~and'discuss some of the potential ..
we are already off to a good start and can make this a success with the resources we current we in place.
Please pass this along to Ira and Danielle as 1 do not have their email addresses.
Regards,
Kristin

p 212.984.1956lf 212.922.1676
www.adcounc~
Sent: Thursday, July 20, 2006 5 5 7 PM
To : Field. Ellen (HHSIASPA); Petree, Kirsten (HHSIASPA)
Cc : Anthony Signorelli; Heidi Arthur; Amanda Samponaro
Subject: DreamWorks Research Proposal
Attachments: TV StoryBoards-the players.pdf; WhatHappenedToThePlayers :30 Sc

DreamWorks Online-Research proposal + qaire 7.19.06.doc
fi ,.A;.-- 1.<.:..
*
.- !
-1
3
.:.
--
TV ~ t o r ~ ~ o a r d s - t h e ~ h a t ~ a ~ ~ e n e d ~ o T lOnline
rearn~~rks
players.pdf ... heplayers - 30 ... Research pro ...
- ..
.... _
~ Hi Ellen, Kirsten,
.. .- ,
a . . . - . . .
...... ... -- - C
. .
- ~ . 2ampaign
..:.?As discussed, anached for yqur reykw is a-proposal for evaluating the ~ r e a r n ~ o r l & ' S h r e k ~anc ~ taglines. . .
--
---.
We are recommending a quantitative online study that specifically gauges consumer response to tht dvertising and the
feasibility of getting up to play forvan hour a day".
I've also attached the storyboards, which will be shown prior to the sunre!-. The research \\ill be con1 cted online ~ i t both
h
kids and parents in the target audience.
Please review and let us know if you have any feedback or if there are any additional !.ou \ luld like to include.
We would like to begin fielding the study next week so that we have results in time to share with the ecretan when the
campaign is presented. ,<!
Q-..
As always, please let me know if you'have any questions.
Regards,
Kristin
.- --.---
The ~ d v e r t i s i n gCouncil - - ....
p 212.984.ig561f 212.922.1676
www.adcouncil.org

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Field, Ellen (HHSIASPA)

From: Amanda Samponaro [ASamponaro@AdCounciI.org]

Long Distance Dedication: 60

Amanda X.Samponaro-.4ssistant Campaign Mariager-a'

From: Amanda Samponaro [ASamponaro@AdCounciI.org]

Ellen and Kirsten,

call in number: 866-321-01.59

Amanda N.Samponaro-Assistant Campaign Manager

From: Amanda Samponaro [ASamponaro@AdCounciI.org]

Ellen and Kirsten.

Amanda N.Samponaro-Assistant Campaign Manager

From: Petree, Kirsten (HHS/ASPA) [ri~ailto:Kirsten.Petree@HHS.GOV]

From: Field, Ellen (HHSIASPA)

From: Amanda Samponaro [mailto:ASamponaro@AdCounciI.org]

From: Amanda Samponaro [ASamponaro@AdCounciI.org]

Field, Ellen (HHSIASPA)

Let us know-when you are free:'.. . . .

From: Field, Ellen (HHSIASPA) [mailto:Ellen.Field@HHSSGOV]

From: Anthony Signorelli [mailto:asignorelli@AdCouncil.org]

Please let us know if you have any questions.

-Cc:Anthony Signorelli . .. - ... -.

Have a nice weekend. ..

From: Field, Ellen (HHSIASPA) [mailto:Ellen.Field@HHS.GOV]

From: Kristin Hajinlian [mailto:KHajinlian@AdCouncil.org]

To: Field, Ellen (HHSJASPA)

Please let me know if you have updates.

Kristin Hajinlian I Campaign Manager

Field, Ellen (HHSIASPA)

From: Heidi Arthur [harthur@AdCouncil.org]

Field, Ellen (HHSIASPA)

We .can talk Friday at 11:30. Does that work?

Looking forward to catching up.

From: Field, Ellen (HHSIASPA) [mailto:Ellen.Field@HHS.GOV]

DepuQ Assistant Secretan for

Public Affairs (Policy and Strategy)

U.S. Department of Health and Human Senices

Attachments: WhatHappenedToThePlayahsRev.doc; WhatHappenedPlayahs25 5 i

Please let me know at your earliest convenience.

actionable as the characters are encouraging kids to "get up and play"

Please let me know if you have any questions.

Kristen - We wanted to update you on our progress as we are moving

Our goal is to create a fun, motivating;allying c v that our target

and sing and say themselves. .. -- p-

1) Donkey's lines are regular dialogue that he speaks against a

2) New musical'chorus that incbrporates the "Get up and be a

Please let us know if you have any question. Thanks! - Susan

Dreamworks Animation SKG

From: Kristin Hajinlian [ ~ ~ a j i n l i a n @ ~ d ~ o u n c i l . o r ~ ]

Attachments: CF HHS Agenda 10 3.doc; Clinton Foundation Overv~ew.doc

hem. to share some of ,

Subject: RE: Clinton ~ o u n d a t i o n ~ e e t i n ~ '

.-- ---- -----Original

Sent: Tuesday, October 0 3 , 2 0 0 6 10:26 AM

Please let me know if you are both still planning to attend.

II. Clinton Foundation to discuss program components of Alliance for a H thier

111. Ad Council to present:

n;. HHS to discuss Healthier US????

. JY. Discussion -.-.

-Anthony Signorelli, VP, Campaign Director

Department of Health and Human Services

Clinton Foundation .. -..

Alliance for a Healthier Generation

leadingbevera@ makers to reduce the number of calories in drinks