In the past few months, Columbus Children’s Hospital has been at the center of controversy. And no, they didn’t accidentally overdose patients with adult dosages of heparin.
The hospital is the recipient of a $10 million gift from Abercrombie & Fitch (A&F), and will be using the donation to build a new emergency department and trauma center.
That’s really thoughtful huh? Children’s Hospital thinks so.
“We are indebted to the corporate citizens such as Abercrombie & Fitch for their tangible commitment to the welfare of children,” said John Fitzgerald, president of the Children’s Hospital Foundation, in a press release. “This gift signifies the trust Abercrombie & Fitch places in Children’s Hospital mission and ability to provide the highest quality of patient care for every child regardless of ability to pay.”
Thankful for A&F’s generous donation, the hospital will be naming the renovated building the “Abercrombie & Fitch Emergency Department and Trauma Center.”
A pretty nice tribute.
It’s common for organizations to name facilities after corporations that give monetary gifts as big as the $10 million gift donated by A&F.
In fact, the hospital renamed itself Nationwide Children’s Hospital, acknowledging Nationwide Insurance for its $50 million gift to the hospital.
So what’s the big deal?
Abercrombie & Fitch is known for racy advertising and revealing clothing. For that reason, protesters don’t think the hospital should honor the company by naming the hospital department after them. 
In a letter objecting the hospital’s name change, a coalition of children’s advocates claimed the renaming “marries the Abercrombie brand to [the hospital’s] reputation.”
The letter went on to say: “A company with a long history of undermining children’s well-being is now being linked with healing.”
But other hospitals have taken the same measures, naming its facilities after major donors. Examples include the Mattel Children’s Center at UCLA in Los Angeles and the Joe DiMaggio Children’s Hospital in Hollywood.
So does that mean that the Mattel Children’s Hospital receives bad press because of the latest toy recall, or the Joe DiMaggio Children’s Hospital is seen in a negative light because of DiMaggio’s ties with Marilyn Monroe? Nope.
I understand protesters’ frustration when A&F has a history of selling shirts with slogans like “Who Needs Brains When You Have These?” and “All Men Like Tig Old Bitties” and thong panties for children with phrases like “Wink Wink” printed on them. 
But what is the hospital supposed to do when someone offers them money that will help them do a better job when serving patients? Turn the offer down, and say, “No thanks. We don’t want to be associated with A&F’s bad reputation, so we’ll pass”? The hospital would’ve been foolish to do that.
Protesters must try to think how the hospital must feel. Not acknowledging Abercrombie & Fitch’s contribution may affect the hospital’s relationship with the company, which may later play a part when other companies consider donating to the hospital and its mission.
To rename or not to rename, that’s the question. A question that appears simple on its face, but is actually quite complicated.
