10 months ago

2013 Annual Report

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  • Andel
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  • Steensma

Purple Community ® A

Purple Community ® A Tale of Two Cities More than 1.6 million people are diagnosed with cancer in the United States each year, but for those living with cancer, hope knows no geographical boundaries. The need for improved treatments and diagnostics is shared by everyone affected by this devastating illness. The goal of any cancer awareness campaign is to give a feeling of connectivity and community to patients, caregivers and their families. The campaign can also highlight those who are working to better understand cancer and develop improved therapies. When Van Andel Institute partnered with the Detroit Red Wings to bring about Hockey Fights Cancer Night, a powerful message of hope was sent across the state. The event involved more than 20,000 people in support of cancer and disease research at Van Andel Institute and earned more than four million impressions. The famed Joe Louis Arena was enveloped with purple rally towels and Purple Community signage. Fans in attendance also had the opportunity to participate in awareness initiatives in remembrance of friends or loved ones who had been affected by cancer. This night gave hope not only to the thousands of people at the game but also to the millions watching in the far-flung neighborhoods of Motor City, towns in Michigan and regions across the United States. This night let people know that when it comes to fighting cancer, Van Andel Institute and the Red Wings believe in the power of community, no matter where you call home. Tom Wilson, President and CEO of Olympia Entertainment, the organization in charge of all Red Wings operations, feels this connection to community is inherent in the Red Wings’ philosophy. “Connecting with the community has always been a high priority for the Red Wings, especially when it comes to battling cancer and disease,” said Wilson. “We are honored to be able to team up with Van Andel Institute, a leader in biomedical research and education, and Purple Community is a great way to engage our fans and raise funds for an outstanding cause.” This idea of community connection is woven throughout Van Andel Institute’s philosophy of engagement, and each year organizations like the Detroit Red Wings decide to partner with the Institute and Purple Community to proactively support dynamic biomedical research and empower their communities in the fight against cancer and disease. 20,000+ Hockey Fights Cancer Night involved more than 20,000 people to support cancer and disease research at Van Andel Institute. Business Fights Cancer Purple Community partners with businesses and organizations, like the Detroit Red Wings, to increase awareness and funding for cancer and disease research and science education at Van Andel Institute. In addition to hosting company events, businesses support Purple Community through special products and offers. Purple Community currently has twelve corporate cause marketing partners and is regularly adding new ones. Restaurants like Brann’s Steakhouse and Grill donate a percentage of sales to Purple Community; Lake Michigan Credit Union sells purple tribute badges in its branch locations; and AOL promotes Van Andel Institute on its homepage to help spread its mission. Thanks to corporate partners like you, Purple Community is amplifying its message of hope across the country. 25 GIVE TODAY AT VAI.ORG/GIVE

Events Purple Community members host a variety of events to support Van Andel Institute: from children’s lemonade stands to corporate jeans days to school sporting events and everything in between. Corporations, businesses and organizations can also join Purple Community through cause marketing partnerships. Current Purple Community cause marketing partnerships include: Great Lakes Scrip Brann’s Steakhouse and Grille AOL Grand Rapids Griffins West Michigan Whitecaps For more information on how you and your organization can join Purple Community, visit Purple Community Purple Community members and Detroit Red Wings defenseman Jakub Kindl van andel institute 26

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