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Meaningful Actions Matter

As Covid-19 continues to impact brands and organizations across the globe, the power of being aligned with partners that share your core values is so important. 


RWJBarnabas Health, the most comprehensive academic health care system in New Jersey has strategic partnerships with professional sports franchises and colleges/universities across the state.


With on-site activations at sporting events, interactive experiences and special events on pause, partners must get creative to leverage available assets most effectively, while focusing on meaningful and relevant messaging.


As we all know, healthcare workers and first responders from RWJBarnabas Health are on the frontlines working through complicated and challenging conditions to keep everyone safe and healthy…


This presents the perfect opportunity for partners such as the NJ Devils, Somerset Patriots, Lakewood BlueClaws, Trenton Thunder and Rutgers Athletics, Seton Hall Athletics, Princeton Athletics and Monmouth Athletics, among others, to essentially reverse roles, and serve as the “fans” on the sidelines, applauding and supporting the selfless efforts on the frontlines.


As we all take a break from on-site interaction and game day experiences, effectively leveraging digital and social channels of partners – is the ultimate “we’re all in this together” pivot.


These organizations are committed to supporting and recognizing the heroic efforts of healthcare workers and first responders, and it’s refreshing to see professional athletes, coaches, personalities and student-athletes - without hesitation - step up and take the time to share their appreciation for the incredible sacrifices being made. #HeroesWorkHere


Here area few examples of partners pivoting, while delivering a message/action that is meaningful and relevant during challenging times.


While hosting a Pediatric patient for a special experience at a NJ Devils game is simply not currently possible, the organization still recognizes the importance of supporting the community. The Devils and the ownership group donated a significant amount of PPE to the RWJBarnabas Health Emergency Response Fund.



Additionally, Martin Brodeur, the Hall of Fame goalie and current VP of Business Development for the team, was one of several players/alumni/staff to record a video message giving a shout out to the heroes on the front lines.

On the minor league baseball side, no opening day, meant no ceremonial first pitch at TD Ballpark. The next best thing… Dr. Michael Rodricks, Medical Director of @rwjsomerset Critical Care Unit, took a brief break from patient care to throw the first-ever ceremonial first pitch from a hospital hallway, with Brittany Roper, nurse manager of the Critical Care Unit, behind home plate.

Rutgers student-athletes were preparing for spring seasons, only to be shut down, due to Covid-19.  That didn’t stop them from taking the time to thank the heroic efforts of the frontline healthcare workers.


When the time is right, sports will return and on-site experiences and special events will be back. In the meantime, your actions and how you deliver your message matters. Being flexible and adapting reinforces the true meaning of “spirit of partnership,” and it’s magnified during unsettling times.

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