The ALS Association: '4 ALS' Awareness

July 12, 2009

‘4ALS Awareness’ Initiative is a Major Hit

By Gary Wosk, Staff Writer

The ALS Association has helped turn a day of baseball into one of the most high-profile events ever in the fight against Lou Gehrig’s Disease.

Los Angeles Angels third baseman Chone Figgins with the “4ALS” logo on his jersey.

Photo by John Cordes,
Angels Baseball

Developed by Major League Baseball and adopted by Minor League Baseball, the “4ALS Awareness” initiative on July 4 commemorated the 70th anniversary of Lou Gehrig’s famous “Luckiest Man” speech. The initiative increased awareness about the disease to new levels and raised funding for global research into new treatments and a cure as well as services and programs offered by The Association’s national network of 42 chapters for people with ALS and their families.

“The ALS Association was honored to have taken part in this historic tribute and we look forward to working closely with Major League Baseball again in the near future,” said Jane H. Gilbert, president and CEO of The Association.

“The awareness was terrific. The amount of money that was raised was fabulous. Equally important, however, was the fact this overwhelming display of support from the leagues and their fans gave people with ALS and their families hope that new treatments and a cure will be discovered,” she said.

The ALS Association and three other organizations were invited by MLB to participate in the initiative. Many teams donated suites to chapters to host patients and families.

The initiative was proposed to MLB by Michael Goldsmith, a Utah law professor battling the disease, in an article about him in Newsweek last November.

The “4ALS Awareness’ initiative logo was displayed frequently on the scoreboard at Angels Stadium of Anaheim.

“I cannot tell you the satisfaction it’s given me and the clubs to participate in something like this. It is so worthwhile,” said MLB Commissioner Bud Selig on the “Today” show.

The Association’s national network of chapters raised money for services and programs through The Association’s “Covering All the Bases” Hitting Challenge.” Baseball fans and supporters made a pledge for each hit made by their favorite team. Donations continue to be collected through The Association’s Web sites. To participate online through July 31, visit the “Covering All the Bases” campaign Web site at www.alsa.org/coveringallthebases.

Many Minor League Baseball teams also embraced the initiative and the “Hitting Challenge.”

“The ALS Association is one of our Charity Partners, and it is an organization that performs outstanding work in many of the same cities our clubs call home,” said Minor League Baseball President Pat O’Conner. “We were extremely pleased that the total hits of nearly half of our domestic clubs on July 4 resulted in monies being raised for ALS.”

(front to back) Aaron Simon, Carissa Basile and Carly Simon-Gersuk attended the Los Angeles Angels game at Angels Stadium of Anaheim. Aaron Simon is the nephew of Marilyn Simon-Gersuk, the vice president of development and community services at the national office of The ALS Association. Carly Simon-Gersuk is her daughter.

Highlights from the array of events held at Major League Baseball and Minor League Baseball stadiums included players and celebrities reading Gehrig’s speech; people with ALS were introduced; public service announcements recorded by former MLB players Curt Schilling and Nolan Ryan were played; and educational information was distributed. There also were auctions. Also making this a day to remember were the players and coaches who wore the “4ALS’ patch on their chest, and the “4ALS” logo that appeared on stadium scoreboards, signage and on first base. Following the game, first base from each stadium was signed by players for an upcoming online auction by MLB at MLB.com to raise additional funds for the participating organizations.

With more than one million fans in attendance and countless more watching the games on TV or listening to the play-by-play on radios, awareness about ALS may be greater now than it has been in recent memory.

“On July 4th, more people received an introduction to ALS, what it is, what it does, and what it means, than on any day in the history of mankind,” said Schilling, a long time supporter of The Association who has raised more than $10 million through his “Curt’s Pitch for ALS� program and other events.

(from front to back) Christian Fraehmke and his parents Tom and Marlene Fraehmke and (standing) Dorine Gordon, president and CEO of The ALS Association’s Greater New York Chapter would be even happier later when the New York Yankees won the game at Yankees Stadium.

Dorine Gordon, the president and CEO of The Association’s Greater New York Chapter described the initiative at Yankees Stadium as a “truly memorable experience.” She said the recital of Gehrig’s speech by Yankees shortstop Derek Jeter and other Yankees was the “most moving part of the tribute.” “It was very emotional for both the players and the fans, and it truly was a goose-bumps moment,” Gordon said.

Nick Nicholson of Virginia Beach, Va., visited the Yankees dugout with his family before the game and met with third baseman Alex Rodriquez, shortstop Jeter and pitcher A.J. Burnett.

“The whole event was perfect,” said Nicholson, who has ALS. “The Yankees organization was magic. They made it all very special for a guy who also got a ‘bad break.’”

Former Chicago Cubs player Dave Otto was among the many others who read Gehrig’s words. The Honorable Jay Daugherty, Circuit Judge, State of Missouri, a member of The Association’s National Board of Trustees, represented The Association at the Kansas City Royals game played at Kauffman Stadium.

Christine Kirkley, director of fundraising and community relations for The Association’s DC/MD/VA Chapter, watched former Virginia Sen. George Allen read the Gehrig speech at Nationals Park, home of the Washington Nationals.

Larry and Linda Pouncey at Angels Stadium of Anaheim.

“The support of MLB is a home run,” Kirkley said. “The chapter staff and the ALS community are overwhelmed by the publicity. Having a partner like MLB will help us reach families in need and educate the public about this devastating illness. Awareness is the first step on the road to a cure.”

The United States Olympics baseball team, Team USA, also took part in “4ALS” when it played Guatemala at Goodmon Field in North Carolina, where the atmosphere was electrifying.

“We had an incredible amount of awareness in front of a sold out crowd,” said Jerry Dawson, president and CEO of the Jim “Catfish” Hunter Chapter in North Carolina. “Every member of Team USA including Wool E. Bull, the Bulls’ mascot, wore number four to honor Lou Gehrig.”

Larry Pouncey, who was diagnosed with ALS last February and receives support services from The Association’s Orange County Chapter, stood about 20 feet in back of home plate at the Los Angeles Angels game at Angels Stadium of Anaheim.

(L) Rolfe Bolle and Larry Pouncey at Angels Stadium of Anaheim.

“It’s actually overwhelming,” Pouncey said. “I find the outpouring of love humbling, and it makes me proud.”

Pouncey, who worked in the entertainment field as a director, producer, camera operator, drummer and vocalist, was accompanied on the field by his wife Linda.

“She has gone through a lot seeing me go through this and it means a lot to her to see MLB doing something for ALS awareness,” said Pouncey, who has been an Angels and Dodgers fan since he was five years old.

“The odds that I would be diagnosed with the disease named after a famous player were astronomical,” he said.

Former MLB player Jay Johnstone was one of the official greeters at Angels Stadium.

(L) Helene Nichols, wife and caregiver of (R) Steven Nichols and volunteer/board member Joan Deye in a donated suite at Nationals Park, home of the Washington Nationals.

“I’m really happy to be part of this because I’ve lost some teammates to ALS,” said Johnstone, a member of the Angels’ community relations department. “Of course being on the Yankees, I heard about Lou Gehrig, but there was ‘Catfish’ Hunter, Dick Radatz, and others. It’s a big day for ALS awareness around the country.”

NBC’s “Today” show, NBC “Nightly News” and CBS’ “CBS Evening News with Katie Couric,” New York Times, New York Daily News, New York Post, Boston Globe, XM Radio 175 and FOX Sports Radio were among the media that aired and published stories about the initiative.

MLB’s Web site promoted the initiative on its Web site and featured a blog with comments by Schilling, ALS Association National Laureate Noah benShea, Gilbert and ALS Association Senior Vice President of Research and Development Lucie Bruijn, Ph.D.

“Thank you to all in MLB for bringing more awareness to this dreadful disease,” wrote Jim Huff of Poplar Bluff, Mo. “My father was diagnosed in November 2007 and being raised in St. Louis has always been a huge baseball fan. Dad is still fighting the good fight, and it is awesome to know that so many people are standing behind the men and women with ALS. I am sure when he saw his evening news a huge smile came to his face.”

Tim and Katie Nicholson with their parents Nick and Jo Nicholson with New York Yankees shortstop Derek Jeter at Yankee Stadium.

The other heroes of the day were the many chapter volunteers such as Lynda Bartlett, who handed out educational materials to fans as they entered the stadiums or from behind information tables.

“Most people have been very appreciative of the Lou Gehrig cards and bracelets we have been passing out, and we have received a lot of donations,” said Bartlett of The Association’s Orange County Chapter. “I have talked to a lot of people who had a family member, an uncle, an aunt battle ALS. It is surprising how many people know someone with this disease.”

Baseball teams that were traveling on July 4 will participate in “4ALS” at their stadiums through July 22.