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Children's of Alabama and Books-A-Million, Inc. Are Celebrating Superhero Month

BIRMINGHAM - Children battling illness and injury at the state’s only freestanding pediatric medical facility won’t have to wait till Halloween to show off their superhero costumes this October. Through a new partnership with Books-A-Million, Inc. (BAM!), Children’s of Alabama is kicking off a month-long celebration called Superhero Month Presented by BAM! to honor the children and their families who are fighting health care battles on a daily basis at Children’s.

Children’s patients and their families will have the opportunity to participate in numerous special events throughout the month to celebrate their ability to power through their medical challenges. Children’s Child Life Department will host special superhero-themed activities for its patients to raise awareness about these illnesses and injuries of the children they serve.

“We’re excited to be able to offer these unique activities to our patients and their families,” said Mike Warren, Children’s president and CEO. “In Books-A-Million, we have a great partner on board, so it’s our hope to raise awareness during Superhero Month of the young heroes we serve and the battles they face each day. And of course, we invite the public to learn more about Children’s clinical and research programs and to be involved in raising awareness of these issues.”

Children’s and Books-A-Million invite the community to participate via social media. Current and past patients and families all over the state are encouraged to submit their stories to a new microsite or via social media using the hashtag #thepowerofChildrensAL.

As part of the campaign, site visitors will meet exceptional children like Birdie Bower of Coaling. Birdie was born at 22 weeks gestation and suffered from a host of medical problems. She needed surgeries for a heart defect, retinopathy of prematurity and ruptured intestines. She spent six months in Children’s neonatal intensive care unit (NICU) before she was strong enough for her parents to take her home for the first time. Even then, Birdie had to rely on a feeding tube for nourishment. It took three and a half years to wean her off the feeding tube. In November 2014, Birdie became the first graduate of the Intensive Feeding Program at Children’s.

Some of the month’s activities include:

• The launch of a new microsite at The site will feature the stories of some of the remarkable youngsters treated at Children’s. The public may also contribute to the site by submitting stories of their own experiences at Children’s. Members of the community may also post photos of themselves wearing superhero capes and costumes in support of patients at Children’s.

• Books-A-Million, Inc. will distribute free bookmarks at all of its 27 Alabama locations throughout the month. Each bookmark features the story of a child who was cared for at Children’s.

• Children’s Benjamin Russell Hospital for Children will be illuminated in purple every night in October in honor of its superhero patients.

• Children’s and Books-A-Million’s Facebook pages, Twitter and Instagram feeds, blogs, websites and YouTube channels will feature patient stories that spotlight patients, families and staff throughout October.

• Several interactive events have been scheduled for the enjoyment of the patients and families at Children’s throughout the month – from special “superhero” visitors at the beginning of the month to Halloween activities at the end. Details about all of these events and others, including links to events pages and social media outlets, are available at


About Children’s of Alabama

Since 1911, Children’s of Alabama has provided specialized medical care for ill and injured children. Ranked among the best pediatric medical centers in the nation by US News & World Report, Children’s provided care for youngsters from every county in Alabama, 42 other states and 10 foreign countries last year, representing more than 653,000 outpatient visits and nearly 14,000 inpatient admissions. With more than 2 million square feet, it is the third largest pediatric medical facility in the U.S. Children’s offers inpatient and outpatient services across its Russell Campus on Birmingham’s historic Southside with additional specialty services provided at Children’s South, Children’s on 3rd and in Huntsville and Montgomery. Primary care is provided at more than a dozen medical offices in communities across central Alabama. Children’s of Alabama is the only medical center in Alabama dedicated solely to the care and treatment of children. It is a private, not-for-profit medical center that serves as the primary site of the University of Alabama at Birmingham (UAB) pediatric medicine, surgery, psychiatry, research and residency programs. More information is available at


About Books-A-Million, Inc. Books-A-Million, Inc. is one of the nation’s leading book retailers and sells on the Internet at The company presently operates 255 stores in 32 states. Included in the company’s retail operations is the operation of Yogurt Mountain Holding, LLC, a retailer and franchisor of self-serve frozen yogurt stores with 42 locations. The company also develops and manages commercial real estate investments through its subsidiary, Preferred Growth Properties, which presently includes four retail shopping centers. The common stock of Books-A-Million, Inc. is traded on the NASDAQ Global Select Market under the symbol BAMM. For more information, visit the company’s corporate website at Follow Books-A-Million on Twitter ( and like us on Facebook (