Disney's Team of Heroes program has seen its first play area initiative come to fruition after the program launched in March. The program will see US$100 million donated to hospitals all over the world and is a nod to Walt Disney's legacy of donating to children's hospitals.
The Disney designed outdoor children's play area – The Disney Reef – opened at the Great Ormond Street Hospital (GOSH) in London last week.
“The Disney Reef will provide a comforting and inspirational space for the children GOSH cares for. In difficult times, such as serious illness, enabling children and families to spend quality time together helps build emotional resilience, giving them the strength and ability to cope,” Matthew Grossman, VP of Social Responsibility for The Walt Disney Company in Europe, Middle East and Africa, said.
The Reef combines sensory elements and classic characters to foster a relaxing environment for children and their families to enjoy.
“The Disney Reef will create moments that matter, and we’re excited to see the benefit and enjoyment it will bring,” Grossman said.
The Team of Heroes program will be rolled out over five years and will transform the hospital experience for families.
“Disney’s timeless stories have touched hearts and lifted spirits for generations, and we believe we can bring comfort to children and families going through a very difficult time,” Disney CEO Bob Iger said.
The program implements changes such as; themed patient and treatment rooms that offer in-room entertainment; first-run Disney movies and shows in rooms and pop-up theatres; a radio frequency identification system that allows patients to customise their visit by selecting their favourite character to unlock experiences; Disney customer experience training for doctors, nurses and other staff; and, fully stocked play carts filled with games, toys and activities.
“Using the powerful combination of our beloved characters and legendary creativity, we’re planning to transform the patient experience in children’s hospitals around the world - creating a personalised and engaging atmosphere that will inspire young patients and ease the stress of a hospital stay.”