AnnualReport2020

prosthetic leg, she was more than excited. “I really was like oh my gosh, oh my gosh, finally a doll representing that segment of the population!” As a teen with a prosthetic leg, Chloe didn’t have a doll that looked like her while growing up, so she knew this would mean a lot to others with limb differences. She decided she wanted to collect as many of the dolls as she could for other kids at Shriners Hospitals for Children — Springfield in Massachusetts, where she has received prosthetic services since she was a toddler. Chloe’s mom, Cindy, took to social media to ask friends and family to purchase the dolls as they found them, offering to pay. The request went viral and eventually Barbie herself got word of their efforts and replied to a tweet from Chloe’s brother who shared the story on Twitter. Donations poured in, filling Chloe’s dining room. No one asked to be reimbursed. Ultimately, thanks primarily to the reach of social media, 600 of the special dolls were delivered to the Springfield Shriners Hospital, including 200 from Mattel, Inc., maker of Barbie. On our social media channels alone, the video version was viewed more than 36,000 times, and there were more than 3,000 engagements. The story also ran on CNN.com and People.com. Again, our patients and the media have helped share the message of Shriners Hospitals for Children. This time it was a message of possibilities, inclusion and acceptance.

The creative staff develops the strategic approach of each event by crafting the narrative, branding guidelines and positioning of each event. Our graphic design and video production teammembers provide the visual expression to these pieces. Their combined efforts can be seen on signage, brochures, billboards, videos, television commercials and interactive displays. In 2019, the marketing and communications team worked to elevate the promotion of the events by providing a wealth of additional support to these events. This included developing comprehensive communication strategies, new creative advertisements, social media marketing, website development and digital advertising campaign management to increase attendance and awareness for each event.

representatives for live on camera interviews. This type of support helps maintain consistency across events and ensures that our patients are treated appropriately. An Additional Challenge This past year, the marketing and communications team, like everyone the world over, faced the challenge and constraints of working with the threat of the pandemic. They continued to provide information and support for everyone throughout both the health care system and fraternity, while creating scheduled materials and publications. The team looks forward to the end of this crisis, and hopes to celebrate that with new enthusiasm and new ideas to further the missions of the two amazing organizations they serve.

In addition to this detailed creative marketing support, the senior regional marketing directors managed public

relations and acted as liaisons for our patients before and during the events. This included pitching and obtaining a variety of earned media opportunities and preparing our patients and leadership

Supporting Our Signature Events

The marketing and communications department plays a critical role in the planning and execution of our Signature Events, including the Rose Parade, East-West Shrine Bowl, College Classic and Shriners Hospitals for Children Open.

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