The new University of Iowa Stead Family Children’s hospital opened in early 2017. Architects designed it to have a wraparound view of Iowa City from the highest structure in the county, as a public space. They even designed a special, large room with floor-to-ceiling windows – known as the Press Box Café. During Football season, it’s set up like an indoor tailgate. Every inch of the field is visible from the windows.
In fall 2017, and in a truly grassroots fashion, a mom on social media suggested that Hawk football fans start a new tradition with the Children’s Hospital. The idea went like this:
At the end of the first quarter of every Hawkeye home game, everyone inside Kinnick Stadium was to wave in unison at the new University of Iowa Stead Family Children’s Hospital, giving the hospitalized children a sort of long-distance hug. Some excitement. Some hope. The idea caught fire on social media.
Sure enough, at the Hawkeyes’ home opener on September 2, it happened. The entire stadium stood, turned around, and waved toward the hospital. The touching moment became the most popular and favorite storyline of the college football season.
Fueled by social media, the new tradition gained popularity immediately. It caught the attention of national news media including ABC, CBS and ESPN. The Hawkeyes were presented with the Disney Spirit Award for 2017 during the Home Depot College Football Awards in Atlanta.
“It’s a simple way for 70,000 people to recognize the kids, the parents and hospital staff who are the real champions, fighting every day to overcome significant medical challenges,” Iowa head coach Kirk Ferentz said in a news release. “I’m proud that a kind gesture has had a profoundly positive impact on so many people in our state and the nation.”
The opportunity to promote the heart-warming tradition included new items to sell in the Hospital’s Gift shop.
Lisa, Bankers Advertising’s promotional consultant, offered some fun promotional items for the gift shop to sell… adorable plush animals sporting t-shirts with the saying, “Wave, Fight, Win.” These huggable friends will be held, hugged and squeezed by its sweet (presumably little) recipients. A great way to remember and promote the tradition! Additionally, the gift shop selected sweatshirts, caps and beanies touting the same verbiage in big, bold letters.
What a fun, and touching way to use promotional products! Bankers Advertising Company is proud to have had the opportunity to be part of the start of the new tradition. At the end of the day, this has nothing to do with football or even promotional products. It’s all about those kids!
Source: www.HawkCentral.com