Golden Spike Award Nomination Division 1, Category 4 - Special Events. At a glance description American Fork Canyon Half Marathon & 5K

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1 Golden Spike Award Nomination Division 1, Category 4 - Special Events At a glance description American Fork Canyon Half Marathon & 5K American Fork Hospital s AF Canyon Half Marathon & 5K is a special event designed to support the fight against cancer, increase awareness of the cancer services provided at American Fork Hospital and to promote living healthy lifestyles and encourage regular cancer screenings. 100 percent of participants race fees go to patients in our community who can t afford the full cost of their care. We encourage our runners to Race in Honor of someone they know who has fought, or is fighting the battle against cancer.

2 Golden Spike Award Nomination Division 1, Category 4 - Special Events American Fork Canyon Half Marathon & 5K Planning Goals: 1. Raise money for cancer patients in the community who need financial assistance and cannot afford the full cost of their care. 2. Build awareness about American Fork Hospital s Cancer Services. 3. Promote health and wellness in our community. Vision: AF Canyon Half & 5K will be considered among the best half marathons in the state with the sole purpose of promoting and achieving our goals. Strategy: Host a first-class race event for our community, with 100 percent of participant race fees supporting cancer patients in our community who can t afford the full cost of care. Tactics: 1. Partner with Cancer Services team to reach patients and families in our community. 2. Market the event through multiple channels including: fliers at local businesses; online marketing; Facebook; word of mouth; chambers of commerce; newspaper advertisements; insurance carriers; and yard signs and banners placed in high traffic areas. 3. Promote cancer awareness and prevention strategies to participants and spectators through information booths, fliers and PSAs. Audience: Local running community, cancer patients and families, employees and medical staff and community members in northern Utah County. Timeline: Registration opened February 1 and sold out by March 30. Race day was June 23, Approximate Budget: $62,000 plus the time of hospital employees who are paid on a salary basis. Total Revenue (including cash and in-kind sponsorships): $118,000 Total donated to cancer patients in our community: $70,000 Total spent: $61,500 Method for Evaluating Success: Behavioral Results: Number of runners and spectators and donations received Responses from the post-race survey to race participants. Feedback received via social media channels and blog posts.

3 Research A research study conducted by Lighthouse Research & Development surveyed 410 residents of Northern Utah County to determine the hospital they would choose if they or a loved one had cancer. Additional migration research was conducted to analyze the number of cancer patients who lived in Northern Utah County and started treatment at American Fork and then out-migrated to an alternative facility. An analysis of patients who started at an alternate facility and in-migrated to American Fork Hospital was also conducted. Lastly, research was conducted to determine responses that were top of mind, answered without a list of facilities to choose from. Research Conclusion: There is a need to increase awareness of American Fork Hospital s Cancer Services in Northern Utah County. Huntsman Cancer Institute holds the market share as the preferred facility for treatment and the top of mind response.

4 Execution The AF Canyon Half Marathon & 5K was executed by a committee of employees ranging from public relations, cancer services to operations. The committee helped successfully execute the first-ever race down American Fork Canyon. The race was focused on fighting cancer and reached everyone in our audience as everyone knows someone who has battled cancer. Many of the runners raced in honor of a loved one who had fought or was fighting cancer, and many even developed entire teams to race in their loved ones honor. Robust marketing and social media plans were carried out to increase awareness of American Fork Hospital, cancer in the community and to raise funds to support local cancer patients in need. (Details of some of the execution efforts are shown in the examples to follow.) Evaluation/Measuring Results The event was a huge success, selling out capacity in the half marathon three and a half months before the event. 1,200 half marathon registrants; 500 5K registrants Registrations totalled approximately $70,000 Sponsorships: $21,100 cash donations, $26,600 in-kind donations Positive media stories 970 average weekly engaged Facebook page users. The number of people who engaged with our page, engagement includes any click or story created. Over 7,000 views of our website from January to June Positive results survey completed by 300 participants. Overall experience at the finish line received an average rating of 4.53 on a 5-point scale. Overall experience at the race received an average rating of 4.8 on a 5-point scale. The graph below illustrates the positive impact of the perception of Cancer Services in Northern Utah County, with an average rating of On a scale of 1 to 5, where 1 is a negative impact, 3 is no impact and 5 is a positive impact, in what way did the race experience impact your perception of cancer services available in Northern Utah County?

5 Campaign Overview Website: over 7,000 views from January to June 2012 Facebook: 2,240 likes

6 THE FACTS ABOUT PHYSICAL ACTIVITY IMPROVING YOUR HEALTH Physical activity reduces the risk of colon, breast, prostate, lung and endometrial Cancer. Approximately 50 percent of Americans aren t doing enough. Thirty minutes of exercise five days a week is recommended by the Center for Disease Control and Prevention (CDC). Source: Adults should engage in moderate intensity physical activity for 30 minutes five or more days a week OR Engage in vigorous intensity physical activity for at least 20 minutes three or more days a week. EXAMPLES OF MODERATE INTENSITY Walking at a brisk pace 3 to 4.5 mph Water aerobics Hiking Biking 5 to 9 mph Aerobic Dancing Yoga EXAMPLES OF VIGOROUS INTENSITY Walking 5 mph or faster Jogging or running at 5 mph or faster Mountain climbing Bicycling more than 10 mph or uphill Karate Jumping Jacks For a complete list of physical activities, visit the CDC website at: support the fight against cancer and RUN C NYON half marathon & 5k afcanyonhalf.com

7 Yard Signs I am dedicating this race to my MOM who lost her fight to cancer. She taught me to NEVER GIVE UP. - Jeanette Robinson C NYON half marathon & 5k My big brother & best friend passed away from colon cancer in 2005 but not before He showed me how to LIVE and how to die. - Chris Black C NYON half marathon & 5k Awareness Ribbons Show your Support for the fight against cancer... wear a ribbon on your bib! Lavendar: General Cancer Awareness Light Pink: Breast Cancer Awareness Light Blue: Prostate Cancer Awareness White: Lung Cancer Awareness Teal: Ovarian Cancer Awareness Dark Blue: Colon Cancer Awareness Orange: Leukemia and Kidney Cancer Awareness You can Protect your health by detecting cancer early with cancer screenings. C NYON half marathon & 5k Survivor Sticker SURVIVOR

8 Ads C NYON half marathon & 5k afcanyonhalf.com Register Feb C NYON half marathon & 5k afcanyonhalf.com Register Now! LIVE.SURVIVE.THRIVE support the fight against cancer LIVE.SURVIVE.THRIVE support the fight against cancer

9 NEWS RELEASE--RUNNERS PAYING BILL FOR CANCER PATIENTS WHO CAN T June 20 PROVO There are days when simply walking out to the car is too much for Cody Jones. But the 35-year-old cancer patient is finding renewed strength from the people coming together to run the American Fork Canyon Half Marathon/5K in his honor. It s been amazing for him. It makes him want to push harder and helps him keep his strength up. It s like he has more hope because he has such a large group of supporters around him, said Tori Jones, Cody s wife, of the 100 known people who are a part of running for Cody. Appropriately named Team Hope, many of Cody s supporters will be among the more than 1,000-person throng navigating the 13.1-mile course down American Fork Canyon early Saturday morning. Others have opted for the shorter 5K run as a way to show their love for the father of two who has been battling colon and liver cancer for the past two years. Hosted by Intermountain Healthcare s American Fork Hospital with premiere sponsor Select Health, the half marathon/5k raises money for cancer patients in the community who need help paying for treatment. In its inaugural year in 2011, the event raised about $65,000. Although Cody has been covered by insurance during his treatment, the financial burden has still been very real. The family had to sell their home and move in with relatives for a time. Having first-hand knowledge of the financial strain of cancer helped Tori decide the only races she ll run will be ones that benefit cancer patients. We know how hard it is and if we re going to run, then we want to help others, said Tori. The idea of helping others pay for treatment also motivated Melissa Laing of Spanish Fork to register for the 5K race. Laing s father passed away last year from cancer of the blood and tissue and her sister-in-law died a month later from breast cancer. Neither had insurance to help pay for treatment. My dad went through a two-month nightmare of going in and out of surgeries and having lots of doctor bills from trying to find out what was wrong. And my brother has no money left after his wife s treatment. I just think about other families and how the battle can go on for years, said Laing. The starting gun for the American Fork Canyon Half Marathon goes off at 6 a.m. Runners take off from Tibble Fork Reservoir and travel down American Fork Canyon to the finish line at American Fork High School. The 5K race begins at 7 a.m. For more information on the event, please go to afcanyonhalf.com. #### For more information, please contact Janet Frank at or

10 AF Canyon Half & 5K Daily Herald Article

11 Utah Valley Magazine Article

12 April 10, 2012 C NYON half marathon & 5k Dear Manager, Every summer, American Fork Hospital hosts a large community event to raise awareness of cance its impact in our community. This event, the AF Canyon Half Marathon and 5k, welcomes more th 1,800 local participants who run in honor of someone they know who has been impacted by canc am writing to request your support of our event by contributing in-kind prizes or giveaways for s of our participants. You ll find this event is quite unique. Patients in our community who need cancer treatments but cannot afford the full cost of care benefit from this event. One hundred percent of participants r registration fees are donated to these patients in the form of reduced cost medical bills. In 2011 w raised over $60,000 for this cause. The AF Canyon Half Marathon & 5k will take place the morning of June 23, and will end at Amer Fork High School. Prize drawings will be given throughout the event, along with recognition for the overall men s and women s winners and the top three winners in each age category. In hopes enhancing our event, we invite you to join us as a prize sponsor by donating event giveaways or for some of our participants. Any contribution you are able to make will certainly be put towards great cause in our local community. In addition, we will gladly recognize your organization for yo contribution at the event. If you have an interest in contributing a giveaway to our event, or have interest in sponsorship opportunities, please contact me at or at For general inform about the event, please visit. Thank you for your kind consideration and hope to partner with you to make this event a success! Sincerely, Holly Hardy Community Relations Manager American Fork Hospital

13 July 9, 2012 Urban South Region More than $70,000 raised by runners Nearly 2,000 runners gathered June 23 to run in the second annual American Fork Canyon Half Marathon and 5K, with its focus on supporting cancer patients in our community who need help paying for treatment. For Cody Jones, there are days when simply walking out to the car is too much. But the 35-year-old cancer patient found renewed strength from the people who came together to run the American Fork Canyon Half Marathon & 5K in his honor. It s been amazing for him. It makes him want to push harder and helps him keep his strength up. It s like he has more hope because he has such a large group of supporters around him, said Tori Jones, Cody s wife, one of the 100 people who ran in Cody s honor. Appropriately named Team Hope, many of Cody s supporters joined the other nearly 1,300 half marathoners navigating the 13.1-mile course down American Fork Canyon. While others opted for the shorter 5K run as a way to show their love for the father of two who has been battling colon and liver cancer for the past two years. Hosted by American Fork Hospital and the Utah Valley Healthcare Foundation, with generous LIVE.SURVIVE.THRIVE. support the fight against cancer continued on next page PAGE 3 BBC Radio: A quiet revolution is taking place in UT PAGE 5 Health Challenge participants making new, healthier habits PAGE 12 Dr. Atul Gawande tells Utah leaders how system-based healthcare leads to superior outcomes and lower costs

14 Talking Points at start line: Introduce yourself and your role with AF Cancer Center Begin by sharing something like: Cancer impacts all of us. Cancer doesn t skip over communities. It doesn t impact only children or women with a certain hair color, or race. It penetrates every nation in the world, every state in the U.S., every community in Utah and certainly our own community here in beautiful Utah Valley. It impacts our families, our friends, our loved ones. Truly, cancer reaches all of us. In 2011 there were 297 beautiful, vibrant women with breast cancer that were diagnosed and treated at Utah Valley and American Fork Hospitals In 2011 there were 58 courageous men with prostate cancer that were diagnosed and treated at Utah Valley and American Fork Hospitals In 2011 there were 65 brave men and women with lung cancer that were diagnosed and treated at Utah Valley and American Fork Hospitals In 2011 there were 59 fearless men and women with colon and rectal cancer that were diagnosed and treated at Utah Valley and American Fork Hospitals Today, you re making a huge difference. In Utah County alone, nearly 6,000 cancer treatments were performed for patients at one of Intermountain Healthcare s two cancer treatment centers. Unfortunately, treating cancer can be very costly and not everyone who needs treatment can afford it. This is where you all come in: I m excited to remind you that thanks to our sponsors, 100 percent of your registration fees not just our proceeds today but ALL of your registration fees to participate today will be donated to cancer patients who are in need of financial support. This is all possible because of your support and because of Intermountain s non-profit mission to ensure care is provided to all, regardless of the ability to pay. (Invite applause for the group s efforts). I have the opportunity to care for these wonderful patients each and every day. What you are doing to help them fight their already tough battle with cancer is truly outstanding. Thank you for being here to support the fight against cancer. Sampling of Proposed Facebook blurbs Thursday, May 17 A big thank you to our premiere sponsor SelectHealth, Utah s top-ranked health plan! Saturday, May 19 We know many of you are running in honor of a loved one who has battled cancer. Post their picture to our wall or tag us in a photo of them! Monday, May 21: It s not too late to register for the 5K! Registration is $30 for adults and $25 for those 14 and under. Wednesday, May 23: Cancer Story Friday, May 25: We are going to be raffling this $2,000 treadmill at the end of the end of the race! You won t want to miss out on this!

15 Sunday, May 27: The thing I m most excited about the American Fork Canyon ½ marathon and 5K is!!! Tuesday, June 5: Picture of AF Canyon: This is where you ll be running in just ## days tag yourself, along with someone you ll be running with, in the picture. Let s see how many people we can tag in just one picture!!! Thursday, June 7: Cancer Prevention post Friday, June 8: We appreciate Kneaders, Utah Valley Magazine, Bank of American Fork, OGIO, Pine Valley realty and Utah Community Credit Union for their generous donations! Friday, June 17 One week until the packet pick up! We re excited to meet you and thank you for helping raise money that benefits cancer patients in our community who can t afford treatment. Wednesday, June 22 Something to think about when you run on Saturday: 100% of your entry fee helps members in our community who can t afford cancer treatment. Be sure to pick up a cancer awareness ribbon at packet pick-up to pin to your bib to remind you of this great cause! Thursday, June 23 See you at the packet pickup tomorrow from noon to 9 p.m. at American Fork High School. (Make sure to present a valid ID so we connect you to your timing chip.) And thank you to our hundreds of volunteers who are hard at work putting the finishing touches on the race and post-race festivities. Friday, June 24 Who is going to have friends and family cheering them on at the race? We ll have cheer cards to create (thanks Select Health!) at stations near the finish line. Be sure to tell your family to stop by and make a sign to cheer you on. Saturday, June 25 Thank you runners, sponsors, and volunteers, for making the first American Fork Canyon Half Marathon & 5K a success! What were some of your highlights? Bloggers who posted about our event after the race:

16 Cancer Stories My father died last year after I ran this 5k. My sister in law also passed away at the end of the summer for Cancer. neither were able to pay for their treatments, but they were never denied help! Melissa My big brother & best friend passed away from colon cancer in 2005 but not before he showed me how to live and how to die. Chris My grandmother battled cancer for 8 years. She went through numerous rounds of chemotherapy and radiation while raising 11 children. She is an example of courage, faith, hope, and optimism. -Megan My Dad passed away in 1991 from Lung Cancer. LUNG CANCER SUCKS! -Kyle Feedback THANK YOU to all those that made this race possible! It was so much fun! And to all that have fought and are fighting cancer...we love you! Amber You guys rock! I m SO impressed once again by the level of organization-- especially for such a new event! Thanks to everyone who worked to make it happen. Lurel From, packet pickup to bus ride up, great course even better cause! The woman who spoke before we ran is such an inspiration! After shedding a couple tears it was a wonderful course, even got a PR for my 3rd half marathon! Yay! Jamie Best organized 1/2 I ve done. When planning next years races the AF will be number 1 on my list. Good, no GREAT JOB! Michael Best Half ever for me, my 15th! You have set a high standard. -Larry Community Partnerships Partnered with local running stores Fleet Feet & Get Fit Athletic Wear -Donated 10 percent of store sales to the cause the week of the race Kneaders: finish line breakfast Lehi Area Chamber of Commerce North Outreach Council Designated race for Run the Slam series Local grocery stores Over 100 volunteers from the hospital and community

17 Primary way registrants heard about the event Newspaper Advertisement 0% Billboard 5% Facebook 5% Word of mouth (from friends, family) 36% Flier at a local business 3% I was a 2011 Participant 33% KSL 0% Online (Blog, other website, twitter) 8% Other 14% Small signs around town 4% Number of registrants by city Number of registrants

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