Hope is a firefly who “lights the path for children and families facing mental health challenges.”
Thunder is a bison who “embodies the strength and resilience needed to charge through life’s storms.”
Together, they’re the new mascots for Montana’s Shodair Children’s Hospital, the only psychiatric member of 170 Children’s Miracle Network hospitals nationwide.
Hope and Thunder have debuted as the main characters of “The Bison and The Firefly,” a book being distributed free of charge to every school in Montana and made available at counseling offices and libraries, Shodair marketing and brand strategist Kristin Chaney tells Marketing Daily. “We will also bring the book to events and meetings as we spread awareness about mental health.”
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In the book, written by Shodair’s Chief Development Officer Joe McClafferty, despondent Hope meets wise Thunder, who helps the firefly overcome fears and loneliness.
Designed for all ages served by Shodair -- three to 18 years old – the book will be available in print, e-book and audiobook versions. It is being promoted through social media, PR and an upcoming program in partnership with local schools, Chaney says.
But the mascots are more than book characters.
Through sponsorship support from Ascent Bank, which like Shodair is located in Helena, life-sized versions of Hope and Thunder will “tour Montana, attend events, and engage with our community,” Chaney reports.
They’ll also be available as stuffed animals, which will be given along with a print book to every patient discharged from Shodair.
And they’ll appear on merchandise like T-shirts, hats, water bottles and stickers.
“We aim to make the mascots recognizable symbols in the community,” Chaney says.
Shodair also hopes the mascots and their book will foster donations to its Hope Campaign, designed to cover care not funded by Montana’s Medicaid system.
“While we could serve children from other states for higher reimbursement rates, we remain committed to helping local children, many of whom rely on Medicaid,” Chaney explains.
The need is especially critical, considering Montana’s mental health crisis.
According to Shodair, suicide is the leading cause of preventable death for Montana youth aged 10–14, occurring at three times the national rate, and nearly 20% of Montana teens experience severe major depression.
The mascots and their book, Chaney says, “will serve as tools for starting conversations about courage, resilience, and hope, especially with donors, families, referral sources, and communities across Montana.