Background
Juvenile Pilocytic Astrocytoma (JPA/PLGA) is the most common form of childhood brain tumor. While JPA/PLGA is a so called “non-malignant tumor,” it can be life threatening depending on its location in the brain, and whether or not the tumor can be completely removed during surgery. According to experts, current treatments are limited to surgery, chemotherapy and radiation. All three options may offer conflicting and potentially incomplete solutions. All three also often result in added critical complications and permanent adverse side effects due to the punishing nature of the therapies. A subset of JPA/PLGA kids, estimated 30-40% overall, will develop progressive disease, according to experts and treatments are far from optimal. Historically, JPA/PLGA has lagged behind advancements in other children’s’ cancers, such as childhood leukemia, due to lack of funding. As a result, many new drugs have not been tested on JPA /PLGA, and clinical studies have been stalled. This is especially disconcerting now that we know that current research investigators are poised to make progress if funding were available. With the support of the JPA/PLGA families, patients, and caregivers, the goal of raising enough funds to jump start the research initiative is finally achievable. In May 2006, the first-ever JPA/PLGA Professional Workshop was conducted in Bethesda, Maryland. This workshop brought together 18 world-renowned scientists and clinicians to collaboratively pinpoint the most promising avenues for future research. These researchers are now poised to implement a multi-faceted approach to identify biological therapies that will treat and possibly cure JPA/PLGA; however, there is little funding available to underwrite these studies (see. http://www.fightjpa.org/faqs.html).
Closer to home, and the impetus for this project, is that Hailey Meltz, the two-year-old cousin of one of our board members, is suffering from this inoperable, incurable brain tumor. Our chapter is making a year-long commitment to raise funds for the Pediatric Low Grade Astrocytoma Foundation (PLGA), culminating in a major concert/raffle fundraising event for which we are seeking funds to promote, organize and launch. This event will be called “Rockin’ for a Reason.”

Marketing Goals
1.Raise awareness of Pediatric Low Grade Astrocytoma on campus and the regional community. Our goal, although qualitative, is to spread awareness about Pediatric Low Grade Astrocytoma.
2.Generate a minimum of five media mentions (UWW web site, local newspaper, regional newspapers).
3.Generate $3,000 in donations (our chapter will guarantee $1,000).
4.Our goal is to raise a minimum of $2,000 from donations, admissions and raffle ticket sales as a result of the benefit concert “Ro ckin’ for a Reason” at the end of April 2008.
5.Combined, we hope to raise $5,000 for “Team Hailey,” with all monies going to Pediatric Low Grade Astrocytoma Foundation.
Although not a marketing goal, we are strongly motivated by the desire to provide Hailey’s parents with a cause to help them through this painful time. They have expressed tremendous gratitude that we care enough to put our entire organization behind their cause, knowing full well that the proceeds are not going to them. As a result, our members have and will gain an appreciation of the value of helping others.
Please see the attached Power Point presentation that we gave to our chapter to launch this initiative.

Pediatric Low Grade Astrocytoma Foundation
Mission
The mission of fightjpa.org is to act as a central resource and a portal for information for parents, patients, families, clinicians, researchers, specialists, and other non profit institutions seeking information about Juvenile Pilocytic Astrocytoma (JPA), Pediatric Fibrillary Astrocytoma (PFA) and other forms of Pediatric Low Grade Astrocytomas (PLGA).
The ultimate goal of fightjpa.org is to help accelerate the pace of promising JPA, PFA and PLGA scientific research by acting as a catalyst for individuals and corporations to initiate fundraising projects which will benefit all JPA/PFA/PLGA designated research studies.
The information provided is designed to support, not replace, the relationship that exists between a patient/site visitor and his/her physician (http:// www.fightjpa.org/test/mission.html).
PLGA Foundation
98 Random Farms Drive
Chappaqua, NY 10514

Team Hailey
Team Hailey is a group of family, friends and supporters of Hailey Meltz. The main objective of the group is to inform people about the severity of this illness. Updates concerning Hailey’s health and information regarding the PLGA Foundation can also be found on this group’s website.
Contacts: Brian and Shannon Meltz, parents of Hailey
bmeltz@new.rr.com, 920-915-1892

Student Entertainment & Awareness League (SEAL)
The Student Entertainment and Awareness League on the Whitewater campus plays a large role in facilitating and managing large events. Therefore, they will be a vital factor in organizing the benefit concert.
Contact: Jan Bilgen, Student Service Project Manger
bilgenj@uww.edu, 262-472-3191

We plan on utilizing an extensive range of strategies and tactics to achieve our goals:

1.Research: We are currently in the process of conducting interviews with the Meltz family, leaders of the PLGA Foundation and related parties to gain insight on this illness.
2.Chapter Communication: As noted, we composed a PowerPoint presentation explaining PLGA and Hailey’s story. We presented this to our chapter, which in turn generated the needed commitment to the project. We will put this presentation on our website as a marketing and communications tool. We will direct potential sponsors and media to our web site.
3.Video: We will produce a video that shows Hailey, interviews her parents, documents the need, and interviews our members involved in the project. This will also be put on our web site to generate interest and media coverage.
4.Press Releases: We will print articles and testimonials in the campus newspaper , as well as newspapers based in Madison, Milwaukee and Janesville. As a chapter we have been very successful at generating PR. This release will have appeared on the UWW web site to announce one of our fundraising efforts.

AMA is Doing Odd Jobs to Raise Funds for the Juvenile Pilocytic Astrocytoma Foundation

Juvenile Pilocytic Astrocytoma (JPA/PLGA) is the most common form of childhood brain tumor. Historically, JPA/PLGA has lagged behind advancements in other children’s’ cancers, such as childhood leukemia, due to lack of funding. As a result, many new drugs have not been tested on JPA/PLGA, and clinical studies have been stalled and funding is needed. Closer to home, and the impetus for this project, is that Hailey Meltz, the two-year-old cousin of one of our board members, is suffering from this inoperable, incurable brain tumor. UWW’s AMA chapter is making a year-long commitment to raise funds for the Pediatric Low Grade Astrocytoma Found ation (PLGA), culminating in a major concert/raffle fundraising event for which we are seeking funds to donate to this cause.
As part of AMAzing Service Week, beginning Monday, October 22 through Friday October 26th, the AMA will be helping homeowners and businesses with odd jobs such as raking leaves, gardening and cleaning out gutters. All money raised will be going to the PLGA Foundation. Funding and research for better treatments and an eventual cure lag dramatically behind other cancers. Contact Carolyn at (920)851-3610 for more information or to set up an appointment.
5.Additional PR: We also will publish similar stories on the university website with links to our chapter website, the PLGA foundation website and the Team Hailey website. We hope air stories and advertisements on campus and local radio stations. In addition, we will compose a video to send to Madison, Milwaukee and Janesville television stations summarizing PLGA and Hailey’s story.
6.Chapter Web Site: Our chapter website will serve as a main headquarters for information. We will post all presentations, videos, interviews, related website links and other relative materials.
7.Corporate Sponsorship: We will also be launching a fund drive vie email and phone contact to raise money for Team Hailey and the PLGA Foundation

November 2007: Research potential performers, meet with the Whitewater Student Entertainment and Awareness League and finish conducting interviews.
December 2007: Conclude performer research and book performer.
January 2007: Obtain raffle prizes and update website.
February 2008: Finish collecting raffle prizes and contact external businesses for additional sponsorship.
Early March 2008: Develop press releases for newspapers and websites and finalize videos to be released to news stations.
End March 2008: Send press releases to respective places and begin selling raffle tickets.
Early April 2008: Speak to classes and begin blast campaign throughout campus.
End of April 2008: Hold benefit concert.
Days after concert: Distribute prizes, send thank you’s, compile results report and send donation to foundation.

1.Emotionally, the success of our project will be in direct proportion to member involvement. We will track member involvement and conduct a survey at year’s end.
2.Although not measurable, regardless of the outcome, the gratitude of Hailey’s parents and our executive board member in-and-by-itself will make this project a success.
3.The other metrics are easy to assess (a) total donations, (b) media mentions, and (c) prizes donated. Importantly, success will be evaluated by the overall attendance at the “Rockin’ for a Reason” benefit which directly correlates to the number of people informed of this illness.