Shirley Ryan Ability Lab Annual SkyRise event
OBJECTIVE
Shirley Ryan AbilityLab’s annual SkyRise Chicago event is a unique fundraiser that invites participants to climb the stairs of the Willis Tower, one of the tallest buildings in the world. Those unable to climb are invited to handcycle the equivalent distance.
The event aims to raise awareness of and support for the hospital’s innovative research, clinical care and programming. To maximize the event’s reach, the hospital seeks media coverage to help highlight its cutting-edge approach to rehabilitation and the inspirational stories of event participants, including patients, clinicians and researchers.
Shirley Ryan AbilityLab is a world-renowned research hospital that specializes in physical medicine and rehabilitation. The hospital offers innovative treatments and therapies for patients with physical challenges that range from the most complex conditions — including spinal cord injury, stroke and traumatic brain injury — to more common conditions such as arthritis, chronic pain and sports injuries.
The hospital also conducts cutting-edge research and clinical trials to advance the science and practice of rehabilitation. Shirley Ryan AbilityLab has been ranked #1 in rehabilitation by U.S. News & World Report consecutively since 1991.
Agency services used
Media relations
event strategy and execution
APPROACH
The Agency collaborated with the hospital to create and implement a media relations and event planning strategy to highlight the remarkable stories of the patient climbers and promote the hospital’s advanced research and therapy services.
The work
To meet these goals, The Agency at Sikich reached out to more than 600 media contacts from outlets across the city and surrounding suburbs. The team offered details on the event and hospital, as well as interviews with current and former patients, clinicians, researchers and other hospital staff before, during and after the event.
To engage local Chicago more actively, The Agency at Sikich worked with hospital staff to form a Media Division of the SkyRise climb. Local Chicago reporters were invited to climb the 105 stories of the Willis Tower, racing against their peers. The fastest climber was awarded bragging rights and a trophy, handmade by a Shirley Ryan AbilityLab research subject and prominent sculptor.
The team at The Agency at Sikich wore many hats during the SkyRise event. In addition to morning-of media pitching, the team coordinated all onsite interviews with patients, their families and Shirley Ryan AbilityLab staff members. Before each interview, the team prepared participants, ensuring they were ready to confidently talk to media in on-camera interviews.
The team also organized and motivated Media Division participants to make sure they had a positive onsite experience that involved engaging and inspiring interactions with hospital staff and patients during the friendly competition among media contacts.
Results:
media placements via broadcast, online, social media and print
0
media impressions
M+
year on record
#
10
local media personalities signed up to climb via the Media Division
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