New York Yankees HOPE Week Initiative 2009–2013
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New York Yankees HOPE Week Initiative 2009 – 2013 Celebrating HOPE Week’s Fifth Anniversary in 2014 www.hopeweek.com TABLE OF CONTENTS www.hopeweek.com Overview of the HOPE Week Initiative .............2 Implementation of the HOPE Week Initiative ......4 HOPE Week 2013 Honorees ......................5 Community Impact and Media Outreach .........6 Celebrities Visit HOPE Week ......................8 HOPE Week 2013 Events ..........................9 Prior HOPE Week Honorees and Events ..........16 OVERVIEW OF THE HOPE WEEK INITIATIVE ntroduced in 2009 and having completed its fifth year, the Yankees’ HOPE Week initiative (Helping Others Persevere & IExcel) is rooted in the fundamental belief that acts of goodwill provide hope and encouragement to more than just the recipient of the gesture. On each of five consecutive days during the celebration of HOPE Week, the Yankees shine a spotlight on a different individual, family or organization worthy of public recognition and support. Each day is designed so honorees can share their inspirational stories with Yankees players, fans and the media while being surprised with a day of their dreams tailored especially for them. PRESIDENTIAL SUPPORT Though each day’s celebration ultimately culminates with a President Barack Obama officially announced visit to Yankee Stadium on the day of a game, outreach typically the return of HOPE Week in 2010 during an April 26 ceremony honoring the Yankees’ takes place at a location in the community that symbolizes the 2009 World Series championship. accomplishments of the honoree. At its core, HOPE Week is about people helping people. The one thing everybody has — no matter where they come from, what their financial situation is or what kind of skills they possess — is time. By involving our players and coaches, Manager Joe Girardi, General Manager Brian Cashman and our front-office staff during the celebration of HOPE Week, we are sending the message that everyone can give of themselves to make their community a better place. 2 • www.hopeweek.com BRINGING HOPE IN 2013 Each day from Monday, July 8, through Friday, July 12, the Yankees reached out to an individual, family or organization worthy of recognition and support. Though each celebration culminated at Yankee Stadium, outreach frequently took place away from the field. HOPE Week 2013 marked the second year that all of the organization’s U.S.-based minor league clubs held their own HOPE Weeks, allowing the initiative to reach five new cities and touch more than two dozen additional individuals and groups. Gulf Coast League The Yankees are also proud to have inspired other organizations to embark on their own annual HOPE Week traditions, including the Minnesota Twins, who held their first HOPE Week in 2011. Other community groups and businesses, including the Rhode Island Interscholastic League and Dittman Incentive Marketing of New Brunswick, N.J., have begun similar HOPE-themed Thursday’s on-field baseball game with special- projects to honor heroes in their respective communities. needs children Equally important to the success of HOPE Week is arranging and maximizing media coverage of the events, as the greatest challenge facing many not-for-profits is generating interest, awareness and funding for their missions. www.hopeweek.com • 3 IMPLEMENTATION OF THE HOPE WEEK INITIATIVE THE SPONSORS LISTED BELOW HAVE he Yankees’ HOPE Week initiative is an organizational effort, CONTRIBUTED TO THE SUCCESS OF HOPE WEEK integrating players, coaches, alumni, the Yankees front office, dozens of sponsors and some of New York’s most iconic THROUGH THEIR GENEROUS DONATIONS OF T social and corporate institutions. PRODUCTS AND SERVICES: The initial phase of HOPE Week planning involves the selection of honorees. In order to draw on the most diverse and inspiring group possible, an online nomination form is made available to the public on yankees.com. Additionally, the Yankees Communications and Media Relations Department reviews fan mail and local and national news reports to find exceptional individuals and groups to recognize. HOPE Week organizers also reach out to other institutions, such as the New York City Department of Education, for potential honorees. HOPE Week is designed to be an event that fans and our players look forward to each year. To generate greater public awareness of the project, the Yankees have kicked off HOPE Week Monday on NBC’s TODAY show in four of the last five years, with prominent Yankees such as Derek Jeter and CC Sabathia making appearances to discuss the spirit of the initiative. Everyone from players to the grounds crew to the week’s honorees wear HOPE Week T-shirts and caps during the daily celebrations. The HOPE Week logo is painted on the playing field and worn on buttons by Stadium staff. Fans are given pamphlets with information on the honorees, and all event information is incorporated in the club’s media notes and press releases. Additionally, the Yankees’ YES Network leads each game broadcast with coverage of HOPE Week events and produces a half-hour program, the Emmy Award-winning HOPE Week Remembered, which recaps the events at the end of the week. The Yankees also integrate non-baseball celebrities and public figures to attract the attention of a wider range of the public. HOPE Week events have featured former New York City Mayor Michael Bloomberg, Cardinal Timothy Dolan (Archbishop of New York), actress Melissa Joan Hart, TV’s “Cake Boss” Buddy Valastro, Latin singer Romeo Santos and Sports Illustrated swimsuit models Kate Upton, Chrissy Teigen and Julie Henderson. Throughout the five-day stretch of games, the HOPE Week narrative is woven into the Yankees’ on-field activities. Honorees are treated like members of the team, joining players and coaches next to the hitting cage during batting practice and on the field after victories for celebratory high-fives. They also participate in traditional pregame festivities, including ceremonial first pitches and the exchange of team lineup cards. Most importantly, all are given a platform to tell their inspiring stories in their own voices. 4 • www.hopeweek.com OPE Week 2013 brought to light five diverse stories representing young and old, men and Hwomen, and various races and nationalities. Those honored in 2013 are described below. ROCKAWAY SPECIAL ATHLETES (Founder Joe Featherston’s E-mail: [email protected]) Rockaway Special Athletes is dedicated to helping individuals ON-SITE LOCATIONS with physical and emotional disabilities by providing recreational AND FACILITATING sports in a nurturing environment. The group attracts participants INSTITUTIONS DURING from Brooklyn and Queens and has met almost every Monday THE FIVE YEARS OF night since 1996. After Hurricane Sandy destroyed its home HOPE WEEK: gymnasium at St. Camillus Church in October 2012, another local church, St. Rose of Lima, graciously stepped up to host RSA events until repairs could be completed. PILLOWS OF LOVE (Visit “Autumn’s Pillows of Love” on Facebook) After learning how to sew, 10-year-old Rome, New York-native Autumn Blinn decided to make a pillow for her grandfather, who undergoes frequent kidney dialysis. Seeing the joy it brought him, Autumn realized that other dialysis patients could be uplifted by the gift of a pillow. Without prompting, she dove into making “Pillows of Love” for as many people as possible. In the last two years, she has made approximately 200 pillows for sick children and adults. NEW BEGINNING ANIMAL RESCUE (www.nycstopdoginc.com) In 2012, after 16 successful years at New York City Animal Care and Control, Pedro Rosario created the not-for-profit New Beginning Animal Rescue (NBAR) in an industrial part of the East Bronx. The organization takes in unwanted, abandoned, abused or stray pets and attempts to find suitable homes for each of them. The group is run by volunteers, who take care of animals at Rosario’s kennel. Some volunteers are high school students who gain a sense of pride and purpose in caring for the animals. BIRTHDAY WISHES (www.birthdaywishes.org) Birthday Wishes was founded in November 2002 by three friends who wanted to help homeless children build self-esteem. Having volunteered in several homeless shelters, it occurred to them that the birthdays of children living at shelters often went unnoticed and uncelebrated. Birthday Wishes currently serves more than 185 shelters and transitional living facilities in Massachusetts, Rhode Island and Long Island. In 2014, they will hold parties for more than 20,000 homeless children living in shelters. STAND FOR THE SILENT (www.standforthesilent.org) Stand for the Silent was originally started in 2010 by a group of Riverdale Equestrian Centre students from Oklahoma high schools after they heard the story of 11-year-old Ty Field-Smalley, who took his own life after being bullied at school over a stretch of two years. Since that time, his father, Kirk [pictured at left], and his mother, Laura, have picked up the torch for the organization. They go around the country at their own expense, telling the story of their son and others like him as a means to prevent this kind of tragedy from happening to another family. Since May 2010, they have spoken to more than 820,000 students and adults. www.hopeweek.com • 5 COMMUNITY IMPACT AND MEDIA OUTREACH IN ADDITION TO DRAWING MEDIA COVERAGE ach of the five honorees during HOPE Week is given a TO HONOREES’ CAUSES, THE YANKEES HAVE day of their dreams, complete with surprise elements MADE $10,000 DONATIONS TO NOT-FOR-PROFIT Einvolving Yankees players, dignitaries and celebrities. ORGANIZATIONS ON EACH OF THE 25 HOPE Throughout the entire process, local, national and international WEEK DAYS OVER THE LAST FIVE YEARS: media are given the opportunity to record and report on events to allow for comprehensive storytelling over a complete 2013 range of media platforms. The goal is to give these exemplary ROCKAWAY SPECIAL ATHLETES provides weekly, individuals and groups the largest possible audience for their athletics-oriented gatherings for individuals with inspirational messages.