From the Nominator

Our story, “New Parkinson’s Treatment Helps Former Pro Keep Skateboarding,” showcases the unique science that’s possible at an innovative academic medical center where collaborative, problem-solving physician-scientists break new ground to improve their patients’ futures. At age 39, professional skateboarder Shawn Connolly was diagnosed with early onset Parkinson’s disease. He and his wife, Thuy, ran the San Francisco Skate Club, a beloved nonprofit offering skateboard classes, homework help, and community for teens. A few years later, his disease began to rapidly progress and he became the first person to test an experimental treatment for Parkinson’s—an artificial intelligence-enhanced brain implant programmed to sense his Parkinson’s symptoms as they fluctuate and respond in real time to stop them. The technology gave him his life back. For decades, University of California, San Francisco has been an international leader in treating movement disorders. Every element of this story exemplifies that leadership. We created a rich multimedia package, including a prose feature, science explainer press release, photos, social media posts, media kit for reporters, science explainer video, and a patient journey and treatment video. We successfully placed stories in about 250 media outlets, capturing readers from The New York Times to Sports Illustrated and other target outlets. This story showed UCSF’s leadership and personalized patient care to multiple audiences with tailored content to meet audiences where they are.

From the Judges

This entry excelled at telling a highly informational and emotional story about medical research. The sophisticated use of multiple mediums (video, photography, and writing for diverse audiences) built a compelling narrative. The comprehensive media kit and ability to tailor content for different audiences led to impressive national media reach, underscoring the critical impact of this work.