Shirt Happens

Ask anybody involved with Country music – radio, artists, labels, writers, publishers, you name it – and they'd gladly give the shirt off their back to help the kids at St. Jude Children's Research Hospital.

Ironically, it's the shirts they're putting ON their backs this year that will help the kids.

You may have already seen the simple gray tees, boldly screened with the words "This Shirt Saves Lives," all over your social media feeds. During a kickoff event at the Country Music Association (CMA) headquarters this week, instead of a "glamour don't," it was the rare occasion when it was actually quite fashionable to see everybody wearing the same thing at the same time.

ALSAC St. Jude Country Cares Liaison Scott Hinshelwood told me the shirt concept was triggered by a challenge from Richard Shadyak, CEO of ALSAC – the fundraising and awareness organization for St. Jude Children's Research Hospital – for a new, innovative incentive for St. Jude Partners In Hope. Hinshelwood called the monthly $20 Partner In Hope donations "the lifeblood of the program" when it comes to fundraising by Country radio. "That donation is what keeps our doors open and allows our families to receive treatment at no cost," added Country Cares Sr. Specialist Jessica Turri. She and Hinshelwood know firsthand about the miracles provided by St. Jude at no cost to families – both are former St. Jude patients, and happily, both are 100% healthy adults.

Since Country radio first partnered with St. Jude 29 years ago, the radiothons and affiliated events have grown to more than 200 participating stations, generating north of $750 million for the St. Jude Children's Research Hospital in Memphis.

Different than past incentives, says Hinshelwood, "’This Shirt Saves Lives’ is more of a social campaign. Yes, it ties back to radiothons, but we've never done something targeted specifically for social media and of this magnitude." Added Turri, "The idea was to try and create a movement, so you're hearing it on air, you're seeing it on your social feeds, your favorite artists are wearing it. People won't want to be left behind on this."

So far, there seems to be no danger of that.

The St. Jude team distributed some shirts early on to industry and media friends, so it's already becoming a ubiquitous presence on social media. (Check out yours truly here.) A hash tag – #ThisShirtSavesLives – is off and running, along with industry peeps already tagging posts with @stjude on social media platforms.

St. Jude has already amassed an impressive list of artists supporting – and wearing – the shirt. You shouldn't be surprised when you see Luke Bryan, Brett Eldredge, Brothers Osborne, Chris Young, Darius Rucker, Jake Owen, Kelsea Ballerini, Maren Morris, Scotty McCreery, Thomas Rhett, and so many more sporting these shirts. "We were blown away by that immediate support – we have over 80 artists so far, and we are so grateful for that," says Turri. "It was easier than we thought," added Hinshelwood. "We were hoping to get 12-15 artists to participate, but as soon as it hit the street, we had people calling us to see how they could join and do a shoot – it has been very humbling."

For those who are somehow still unaware of the St. Jude story, the hospital was opened in 1962 by entertainer Danny Thomas, fulfilling a promise he made as a struggling singer, while appealing to St. Jude – the patron saint of hopeless causes. Thomas' vision was to insure the families of St. Jude patients paid nothing for their care, travel, housing, or food.

That's why fundraising is so vital to the sustainability of St. Jude as a research facility and hospital, and why the partnership with the Country radio industry is so important. The commitment of Country radio has never been as strong as in December of 2017. According to Hinshelwood, "We'll have 70 events at radio this week and next combined. Last year we had about 35 – so we've doubled the December events across all ownership groups."

I already shared the results from Country radio's participation since 1989: $750 million and counting, which is staggering. But perhaps the most impressive, promising statistic is this: In 1962, survival rates for childhood cancer were 20%. In 2017, it's more than 80%.

"Scott and I have been very blessed to be on the other side, and know what it's like to be a St. Jude patient," said Turri. "Our families never paid for our care; we hope everyone will participate and be a part of this movement."

Remember the hashtag – #ThisShirtSavesLives – and be sure to tag @StJude on socials. Wear it, share it, and tell everyone you know why it's important.

Also remember, the shirt won't be sold as merch, it's a reward for people who sign up to become a $20 Partner In Hope. You don’t have to be a participating radio station or a listener of a St. Jude event to do that. For more information on this campaign, check out the website here.