'Watch Me' Campaign Earns Regional EMMY® Award

For almost two years, Shriners Children’s patients have implored the public to Watch Me, in commercials airing throughout the United States – "watch me" play football, dance, surf, swim, cheer, play basketball and more. That powerful message was launched in 2021 to motivate parents to choose the life-changing care of Shriners Children’s.

It’s a message so powerful that it was recognized for its excellence during the 46th annual Mid-America Regional EMMY awards on October 29, 2022. The Mid-America Regional EMMY Awards, presented by the National Academy of Television Arts & Sciences, recognizes broadcast talent within 15 designated market areas.

The spots showcase Shriners Children’s as a leader in pediatric care through a poetic script that highlights a patient’s story and their positive outcome, and ends with the child saying emphatically, “Watch Me.”

“Whether their child has medical needs or not, every parent can relate to that moment when a child is proud of something they’ve accomplished, and wants their parent to ‘watch them’ succeed,” said McMichael. “This campaign really captures the essence of that through real patient stories and communicates how Shriners Children’s is an integral part in helping kids with medical needs, just be kids.”

The children shown in the spots are actual, current patients of Shriners Children’s – not professional actors.

The Watch Me - Gridiron spot, which earned the EMMY award, features Parker, one of Shriners Children’s current national patient ambassadors, who suffered a leg amputation after a traumatic car accident. Thanks to the care and specialized prosthetic device he received from Shriners Children’s, Parker is now back to playing the sports he loves and is featured playing football in the commercial.