“Is he dead yet? Is he dead?” That was the question posed to a young Barry Friedman, M.D. as he and his fellow U.S. service members leaned over a Japanese airman who was obviously not going to survive. After he died, the U.S. airmen went through the man’s wallet and at one point they caught their breath—here was a picture of a smiling Japanese woman—probably—they surmised, this man’s sweetheart. “We weren’t accustomed to seeing the faces of the enemy, ” says Dr. Friedman, “either in personal photos or up close—and this moment gave us pause.”
Such powerful stories are what led Sandy Gordon, director of public relations for the American Academy of Orthopaedic Surgeons (AAOS), to create the project, “Legacy of Heroes.” As part of this effort, Gordon took Dr. Friedman and other orthopedic surgeons who served in World War II to Pearl Harbor in 2001. While Gordon and her team sat on a wall in the harbor and listened to Dr. Friedman and others, they couldn’t help but shed tears.
Last week, we highlighted how Sandy Gordon has used her creativity to serve those in need. As a special education teacher, and later as public relations specialist, she fought for the rights of people with disabilities. Now, this dynamo from North Dakota has created groundbreaking events for AAOS, won an Emmy for her Easter Seals work, and helped shape the field of the orthopedics.
Stuart Hirsch, former chair of the AAOS Communications Council, shines a light on Gordon’s creativity and leadership. He states, “Sandy’s depth of talent, originality and passion for excellence makes the products of the Communications Council’s efforts consistently outperform. Her projects draw the admiration of her peers and those able to truly judge their quality and effectiveness.”
Now a far throw from Fargo, Gordon has always been driven by a desire for fairness. After studying special education at Syracuse University and then George Washington University, Sandy Gordon got a dose of reality…there was little public understanding for the needs of “her” students. “I worked in a school where the principle was appalled that children with disabilities were in her school. One day I walked by her office and she was mocking one of my students; I went to the Department of Special Education, raised hell, and had our class moved out of that school.”
Hollywood to the Oval Office
While spearheading public relations for Easter Seals, Sandy Gordon got to say the words most never do, namely, “I’d like to thank the Academy….” “I had created a series of television public service announcements (PSAs) that discussed the work of Easter Seals. We were named as a finalist for the Emmy, but I thought it was such a long shot that I almost didn’t go. I did, however, and when they said the words, ‘Easter Seals, ’ I was in shock.”
It ranks right up there with getting a personal tour of the White House from the President. “While at Easter Seals I had the privilege of choosing a child to go to the White House and meet with the President; one year I chose triplets. When President Clinton learned that these children were from Arkansas he cleared his calendar and spent the entire afternoon with us.”
But there have been bumps, says Gordon…such as when filming a PSA about the musculoskeletal implications of being a weekend warrior. “We hired a woman whose role was to play someone going to matador school. She needed to drive in the film, but when it came time to shoot the scene, it turned out that she had never driven a car! It also turned out that the man playing the matador instructor—who needed to ride a bike for the role—had no idea how! Hours later, a stunt driver and a set of training wheels had solved our problems.”
Heroes and a Big Anniversary
When Sandy Gordon is let loose on something, exciting things happen. “Bill Tipton approached me with the thought of creating a project that involved orthopedics and WWII. I developed the idea of locating every living orthopedic surgeon from WWII…Legacy of Heroes was born. It involved a book, a film, and a traveling exhibit. The most captivating moments were when I took three retired surgeons to Normandy—each of whom had never spoken about their experiences before. Standing there on that beach and going back in time with them was an experience like none other.”
Then came 2008, and it was time to fete the organization that grew from seven orthopedic surgeons. “Along with Dr. Richard Kyle and Karen Hackett, I set about raising the funds for Seventy-five Years of Orthopaedic Surgery. My team developed a website, a film, a book, and put on another eMotion Pictures, a traveling exhibit, and an historical exhibit. I spent my evenings reading every bulletin and board minutes from 1933; it was interesting to see that orthopedists of yesteryear struggled with some of the same problems we have now, namely, reimbursement, access to care, etc.”
In what you might call “evidence based PR, ” Gordon has the data to show what she and her team have done for the Academy. “I joined AAOS 12 years ago, just after a survey came out showing a substantial gap between orthopedists’ image of themselves and what the public thought of them. After ten years, we conducted a survey whose results showed that a high percentage of the public now knows what orthopedic surgeons do. And instead of the former perception of orthopedists as ‘high tech, low touch, ’ this survey revealed that to a great extent the public now has a perception of orthopedic surgeons as caring.”
Safer Playgrounds and Commutes
One reason orthopedists are now seen as caring is that they are seen giving their sweat equity to local communities. Again…Sandy’s idea. “Orthopedic surgeons are the doctors who care for children who get injured on playgrounds and they are the ones who operate on kids with disabilities. I wanted to find a way to get orthopedists involved in building playgrounds where children with and without disabilities could play together. I approached our industry partners and in 2000 we did the first playground build during the annual meeting.”
To go from having a bare plot of land at 7am to a sophisticated playground at 5pm is nothing short of amazing. Hundreds of surgeons and staff show up and give it their all for the local community each year. And just this summer we received an award from the federal government and attended a ceremony at the White House.
Actually, the awards—roughly 200—have just kept coming since Sandy Gordon hit Rosemont. And there are likely more on their way for her latest endeavor.
To sum it up, if Sandy Gordon sees you texting and driving, you just may get a citizen’s arrest…or at least a good talking to.
Two years ago I had an idea for a Distracted Driving campaign; orthopedists are most often the ones putting people back together after car accidents, so it only made sense. I enlisted the support of the Orthopaedic Trauma Association and the Auto Alliance; we hired a national firm and did a poll that revealed that 94% of drivers in America think that distracted driving is a problem.
Going Forward
Gordon is now working to give orthopedists the data they need to show the difference they make. “In early 2012 we will launch a national campaign to demonstrate the impact made by orthopedic surgeons. For example, ‘What economic difference does it make when someone gets a knee replacement, returns to work and can be a productive citizen?’ Also, there has been abundant criticism about orthopedic surgeons working with industry…we will be showing the positive impact that these collaborations have had.”
Through the years, says Gordon, she would have been lost without the wonderful people at AAOS. “Karen Hackett has been an incredible CEO; she trusts me, and allows me the freedom to implement my ideas. And the five tireless ‘PR soldiers’ on my team are nothing less than extraordinary. It has been a thrill that several people who once started as assistants have gone on to be managers and then executive directors of a specialty society.”
And, says Gordon, none of this would have been remotely possible without her extraordinary orthopedic surgeon friends. “I have worked with some real visionaries at AAOS. I would especially like to highlight the talents and support of Stuart Hirsch, Frank Kelly and Mike Schafer.”
Just maybe, Gordon’s novel ideas take shape on the long hikes with her husband. “My husband and I love to hike, and always take along our ‘baby, ’ a golden doodle called Kramer. I read a lot, get silly with my grandchildren, and spend a lot of time on gourmet cooking.”
Sandy with Drs. Frank Kelly, Mike Schafer, and Stuart HirschAnd here is the question to which she had better say, ‘Yes.’ Do you take care of your bones? Gordon just smiles…. “When I first started at AAOS Stuart Hirsch said, ‘Meet me in the gym at 4:30 tomorrow morning.’ My response was, ‘Are you crazy?’ I’m a reformed slug, though, because my orthopedist friends have scared me into weight bearing exercise!”
“Overall, I take the most pride in my children. I was divorced many years ago and raised my three kids alone. I had to go all the way to the Minnesota Supreme Court to win the right to take a job in another state so that I could support them. It cost me every penny, but I did it. They have all done very well and are stable, happy individuals.”
Sandy Gordon…enough said!
