AnnualReport2020

Video Every year, Shriners Hospitals for Children selects two National Patient Ambassadors to represent the health care system’s patients. The ambassadors spend the year sharing their stories of perseverance in the face of adversity and the ways Shriners Hospitals for Children has made a dramatic difference in their lives. One of the most significant videos produced by the marketing and communications department is the Patient Success video, which showcases the National Patient Ambassadors. There is no better way to truly understand the importance of Shriners Hospitals for Children than through the stories of our patients. The 2019-2020 video, This Is My Moment , tells the stories of Cristian and Madelyn. We thank them for their willingness to share their experiences in support of Shriners Hospitals for Children.

Successfully Gaining Media Attention Alec, one of our most visible and enthusiastic spokespersons, was featured on the award-winning show CBS Sunday Morning , in December. During the past year, Lee Cowan, a correspondent for CBS Sunday Morning , and Jon Carras, the show’s Emmy-winning producer, spent time with Alec and his family. They learned about his life, met his friends, and joined him on several adventures (the East-West Shrine Bowl, a DRTV shoot and driving lessons) in preparation for a long-form profile to be featured on the show. Viewership for the show was 6 million people with a publicity value of more than $1 million. We thank Alec for giving so much of himself, and his time, to help raise the profile of Shriners Hospitals for Children. Halloween for All For the fifth year, patients of Shriners Hospitals for Children — Salt Lake City who use wheelchairs were given the opportunity to participate in an elaborate wheelchair Halloween costume clinic meant to make the holiday more inclusive and fun for them, and help eliminate some barriers. With funding from Spirit of Children, the hospital’s wheelchair and seating team created a clinic to incorporate their wheelchairs into the costumes, allowing the kids to experience more of the holiday fun. Examples of the transformations include a DJ spinning records, Moana in her canoe and Superman in a

phone booth. The larger-than-life costumes changed Halloween from an event our patients watched from the sidelines to one that made them the center of positive attention. The clinic has steadily gained in popularity over the years, and media coverage has increased commensurately. The program has grown from six staff members constructing eight costumes, to more than 50 staff and volunteers building 32 costumes this past year – a 300% increase. This surge in demand is reflected in a spike in media interest. Local news coverage the first year led to a smattering of national pieces including a cameo on People.com and the Today show. The 2019 event was showcased in a year’s feature story on CBS This Morning’s “A More Perfect Union.” The CBS This Morning reporter Jamie Yuccas closed out the segment with, “It’s a timely reminder that costumes not only allow kids to become someone else, but they can help show the world who they really are.” Helping patients discover their potential, and the endless possibilities that await them, is exactly what Shriners Hospitals strives to accomplish. We are so pleased when the media “gets it,” and helps spread that message. Just Like Me When 18-year-old Chloe, a longtime

In addition to the award winning patient videos, the marketing and communication department produces a variety of videos for our national signature events, Imperial Session, and corporate and membership communications.

patient of Shriners Hospitals for Children, saw the Barbie® Fashionista™ #121 doll with a

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