Proprietary & Confidential. © 2015 All rights reserved. Donate a Photo Smile Week Activation Guide

Proprietary & Confidential. © 2015 All rights reserved.

Donate a Photo Smile Week Activation Guide

2/Proprietary & Confidential. © 2015 All rights reserved.

Thank you for helping us to support Operation Smile with Donate a Photo!

In this guide you’ll find tactics and assets you need to help spread the word about Donate a Photo and provide even more support for Operation Smile.

With a photo per person a day, the impact can add up quickly, so use this guide to get as many people donating photos as you can.

We hope you find this guide useful, and if you have any questions, need help, or just want to brainstorm ideas, reach out to Jacob Lepiarz, the Donate a Photo project manager, at [email protected]

mailto:[email protected]


What You’ll Find in this Guide

This activation guide contains five main sections.

1. Donate A Photo Overview: A quick overview of the Donate A Photo program.

2. Tracking Impact with Hashtags: Instructions on how to use hashtags to track your impact.

3. Amplifying Through Social Media: Information on how you can use social media to get even more people donating photos.

4. Creative Assets: You have also been provided with a raft of customizable assets you can use to promote at your site. We’ll review what they are and how you can use them.


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01Donate a Photo Overview


Donate a Photo OverviewCheck out the video below for a quick overview of the Donate a Photo app!

https://www.youtube.com/watch?v=oLb9VN9Ist0





Important info about Donate a Photo• How do I get the app? - The app is available for any iOS or Android device (phone or tablet). Simply search for “Donate a Photo” in your app store and download the app to get started!

• It’s all 100% free. J&J donates all the funds generated through the app.

• Donate a Photo is available to anyone (not just employees), so make sure to spread the word to your friends and family!

• Donate a Photo is NOT available on PC (you can visit the website, but you can’t donate photos), for Blackberry or Windows devices.

• Check out the appendix for our key messaging and FAQs.


How Can You Get Started?

For those of you who aren’t familiar with the app, Donate a Photo is the free photo sharing app from Johnson & Johnson that triggers a $1 donation from the Company to a non-profit, for every photo you share through the app. We’re using the Johnson & Johnson Donate a Photo app to raise funds for Operation Smile.

How Can You Get Started?If you haven’t already, download the app for your iOS or Android device. You can find it by simply searching for “Donate a Photo” in your app store, or click on this link for iOS or this link for Android, if you’re viewing this email on your device.

Once you have the app, create an account and donate a photo to Operation Smile once a day. Be sure to enter #EthiconSmiles in the comments box on the final screen before you donate your photo so we can track our impact! You can keep donating photos to Operation Smile through July 31, so keep your photo donations coming!

Thank you for supporting the incredible work that Operation Smile does! Together, we can transform lives, one smile at a time.

https://itunes.apple.com/us/app/donate-a-photo/id620919587?ls=1&mt=8

https://play.google.com/store/apps/details?id=com.rga.dap


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02Tracking Impact with Hashtags


Using Hashtags to Track Success• We’re using the hashtag #ETHICONSMILES to track the

contributions of all J&J employees to Operation Smile during Smile Week.

• To do this, just make sure that everyone who is part of your campaign adds #ETHICONSMILES into the comments box before they donate. (you’ll want to include this CTA in any assets you develop to promote the campaign).

• This is in addition to the hashtag #JNJSmiles that will autopopulate in the comments box.

• You don’t have to share your photos on FB, Twitter or Instagram in order to track the impact.

• You can see the photos for your hashtag in real time by searching for your hashtag at www.donateaphoto.com/search

#JNJSMILES #ETHICONSMILES #DonateAPhoto

http://www.donateaphoto.com/search


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03Amplifying Through Social Media


Using Social Media to Spread the Word • Donate a Photo was designed to be social, so social media

is one of the best ways to spread the word about the program.

• The easiest way to use social media is to use the app’s native social connectivity which allows users to share their donated photos to Facebook, Twitter and Instagram.

• You can share to FB and Twitter on the last screen before you donate and you can share to Instagram from the thank you screen that comes up after you donate.

• We also highly encourage you to engage with Operation Smile! Like them on FB, follow and RT them on Twitter and follow them on Instagram!

#JNJSMILES #ETHICONSMILES #DonateAPhoto

https://www.facebook.com/operationsmile

https://twitter.com/operationsmile

https://instagram.com/operationsmile/


Social Media Policies and Disclosures

First, we want to make it clear that participation in Company campaigns and sharing news on your personal social media channels is completely optional and at the discretion of each employee.

But if you are going to tweet, retweet, post, or share information about the Company (including our brands, our OpCos, and our initiatives), please be sure to abide by the Company policy of employee mentions in social media.

You can find the full policy Here, or check the appendix for an overview.

As an employee you also have an obligation to abide by certain disclosures when communicating about Donate a Photo. You can full the full disclosure guidance in the Appendix.

http://lawcenter.jnj.com/lawcenter/Policy/Guidelines%20on%20Employee%20Mentions%20of%20Company%20in%20Social%20Media.pdf


Sample Social Media Posts

If you want to go beyond sharing your donated photos, here are some sample posts you can use to spread the word through FB and Twitter.

FB PostsI just discovered an easy way to help great causes just by sharing photos! With the Donate a Photo app my company Johnson & Johnson, supports @OperationSmile for every photo you share through the app. Check it out! http://bit.ly/DAPindg15

Sample Tweet

Help @OperationSmile w/ my company #JNJ by sharing photos. Check out the @DonateAPhoto app to find out how! http://bit.ly/DAPindg15

http://bit.ly/DAPindg15





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05Creative Assets


Creative Assets: What You’ll Find

In addition to this activation guide, you can find a number of turn key creative assets for your campaign HERE.

The assets include:• Poster • Cards• LCD Display Slide

.

https://www.dropbox.com/sh/rvy1pxk08q5osro/AADSzsseXB1xBe1etu9mAxS2a?dl=0


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Appendix


Donate A Photo Key MessagingDonate a photo is a new free app (available on Android and iOS devices) from Johnson & Johnson that takes your photos and makes them a way to do good. For every photo uploaded through the Donate a Photo app Johnson & Johnson donates $1 to one of our non-profit partners. Through Donate a Photo you can help make a difference every day in 3 simple steps.• Download the app and choose the cause you want to support• Upload a picture (either from you camera roll or take one on the spot)• Share your photo to the Donate a Photo gallery. You can also share to Facebook, Twitter and

Instagram to help spread the word and get your friends and family to donate as well! It takes about 5 minutes to download the app and create an account and you can donate your photo in under a minute a day. You get one photo a day, every day! The app also lets you see and share the impact of your actions so you know what each photo and the dollar it trigger does.


Donate A Photo FAQs

Why is Johnson & Johnson doing this?The app is an extension of the Johnson & Johnson’s commitment to caring that has been a central part of the company’s culture for more than 125 years. By creating an innovative program that connects important causes, individuals who want to make a difference and Johnson & Johnson it is easier than ever to have a small action make a difference. What kind of photos can I upload? Do they need to match the non-profit I’m donating to?You can donate a photo of almost anything (obviously inappropriate content isn’t allowed) and they don’t have to match cause activity you’re donating to. What does Johnson & Johnson do with my photos?All photos live in the Donate a Photo gallery, both in the app and on www.donateaphoto.com. Users retain the rights to their photos, but we also retain the right to use their photos to promote the Donate a Photo app or our non-profit partners. Photos will never be used to promote or sell product of any kind.

http://www.donateaphoto.com/


Social Media PoliciesFirst, we want to make it clear that participation in Company campaigns and sharing news on your personal social media channels is completely optional and at the discretion of each employee.

But if you are going to tweet, retweet, post, or share information about the Company (including our brands, our OpCos, and our initiatives), as an initial matter, you should add a statement similar to the following in a reasonably prominent place on your Twitter, Facebook, or other social media platform bio or "About Me" page to avoid the potential for confusion:

“The views expressed on this website/weblog / page are mine alone and do not necessarily reflect the views of my employer.” See Sections I.B.1-6 & 8 of the Worldwide Online Policy.

http://lawcenter.jnj.com/lawcenter/Policy/Johnson%20N%20Johnson%20Worldwide%20Online%20Policy.pdf


Social Media PoliciesWhen actually retweeting or re-posting official Company content, sharing third party content and commentary about the Company, and/or initiating your own post or tweet about the Company (including our brands, our OpCos, and our initiatives) it is important that you disclose your relationship to the Company, particularly where your audience may not know that you are an employee of one of the Johnson & Johnson Family of Companies.

One example that we are recommending is to add #MyCompany to your post or tweet about the Company, our brands, and our initiatives, or otherwise referencing “my company” in the tweet/post (e.g., “I’m so excited to share what my company is doing”). You may need to select the “Quote Retweet” option in Twitter, for example, rather than the “Retweet” option, to be able to include the a disclosure, when necessary.

It is also important that you avoid making unsubstantiated claims about our products (e.g., ABC product is 2x better than XYZ; our ABC product works faster than XYZ product; our product kills X% of germs...etc.), and do not share any Company Confidential Information.


Social Media PoliciesRemember, when tweeting and posting about the Company, content in social media and on the Internet can endure and spread. Therefore, in addition to ensuring that you are utilizing the proper disclosures, you should always keep in mind the Employee Quick Tips that were circulated with the Worldwide Online Policy, including, remembering our Credo values; adhering to Company policies: being transparent on who you are and who you represent; recalling that you are responsible for your actions and words; being conscious when mixing your business and personal lives; and letting Company Spokespeople serve as official commenters on behalf of the Company.

http://lawcenter.jnj.com/lawcenter/Policy/Employee%20Online%20Activity%20Quick%20Tips%20Infographic.pdf

http://lawcenter.jnj.com/lawcenter/Policy/Johnson%20N%20Johnson%20Worldwide%20Online%20Policy.pdf


Disclosure Guidance When do we have to include disclosure: Any time we make ANY reference to money, whether it be a $1 per photo, raising money, or making a donation, we need to include the disclosure statement, or weave the different points into the messaging. Who has to make the disclosure: Any one from Johnson & Johnson, our partners, or anyone being paid to speak on our behalf. What is included in the disclosure • You can donate 1 photo, once a day • There is a specified list of causes to choose from.• Each cause has a maximum donation amount it will receive, and each

cause will also receive a minimum donation, regardless of the number of photos it receives.

• Each cause has a start and end date it will be eligible to receive donation through the app.

We have 3 options to deal with the disclosure Omit reference to the dollar or raising moneyAdd the disclosure statementAdd the key points in the disclosure statement throughout the messaging 1. Omit Disclosure One way to deal with the disclosure requirement is to omit any reference to raising money for causes, which then releases us from the disclosure obligations. So instead of saying “For each photo you upload, Johnson & Johnson will donate $1 to a cause” We would say“Each photo you upload goes to support a cause” In this way we’re replacing any mention of $1, raising money or donations, with the word support.


Disclosure Guidance cont.

2. Disclosure StatementWe can also include an asterisk next to the $1 statement, with the disclosure statement at the bottom of the screen/page. (Statement below) Johnson & Johnson has curated a list of trusted causes, and you can donate a photo to one cause, once a day. Each cause will appear in the app until it reaches its goal, or the donation period ends. If the goal isn't reached, the cause will still get a minimum donation. 3. Include Disclosure points in MessagingFinally, instead of omitting or including the disclosure statement , we can include the vital components of the statement into our messaging. You get one photo a dayYou can donate one photo every day, every day Specified list of causesJohnson & Johnson has curated a list of trusted causes, and for every photo you share through Donate a Photo, Johnson & Johnson gives $1 to the cause you want to help.#MyCompany & 4. Each cause has a min, and max donation cap, and a beginning and end dateEach cause will receive a minimum donation and will appear in the app until its donation period ends or its goal is reached.

Be sure to include proper disclosures in EVERY tweet or post: #MyCompany


Donate a Photo Smile Week Activation Guide

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Proprietary & Confidential. © 2015 All rights reserved. Donate a Photo Smile Week Activation Guide