College Sports Information Directors of America

photo: Abilene Christian Assistant AD for Media Relations and his late son, Rex.

by Barb Kowal, CoSIDA Director of External Affairs

All through November, SIDEARM Sports ran its 2nd annual Movember campaign to raise money for cancer research and prevention. Last year, the monies collected were donated to the national "Movember" organization.

This November's fundraising effort, however, had a decided personal touch.

The SIDEARM effort, led by CEO and President Jeff Rubin and creative director Chris Kirkegaard and hundreds of CoSIDA members and friends and associates of SIDEARM, raised an astounding $16,106.00 by the end of November.

This year, 100 percent of the SIDEARM contributions were earmarked for the family of 10-year old cancer victim Rex Fleming, the son of Abilene Christian University Assistant AD for Media Relations Lance Fleming. When Rex was diagnosed two years ago at the tender age of eight with brain cancer, the family was told that Rex only had a 30 percent chance to make it to his 13th birthday.

In late fall, the family received devastating news that the cancer was irreversible. In November, with the "Movember" campaign well underway, Rex lost his battle, passing away on Nov. 25.

CoSIDA members were asked to participate in the Movember fundraiser in two ways: one, by growing mustaches/facial hair and raising funds. There would be a contest where the "best" facial hair growth - as voted on by CoSIDA members and SIDEARM colleagues. Second, for those not participating in the contest, they had the option of sending in monetary contributions.

An impressive 122 contestants, clean-shaven in October, put away the razors for the month of November and began fund-raising in earnest.

Contacting CoSIDA members via email letters, social media, blo and the SIDEARM and CoSIDA websites, the friendly contest and serious fundraising efforts began in early November. Contestants from across the country and all divisions of college athletics participated. And monies began to flow.

Both Rubin and Kirkegaard are professors in Syracuse University's iSchool, and those faculty and staff members contributed mightily too. Participants shared their stories and promotioned their efforts via social media competing for “School Spirit Stache,” “Thanksgiving Stache” and “Best Overall Stache.” Women also were involved, taking photos of themselves using print-out mustaches provided on SIDEAM’s website.

Rubin and Kirkegaard have very personal connections to their Movember fundraising efforts these last two years.

In October of 2011, Kirkegaard approaching his boss Rubin and suggested they do the first "Movember" campaign. He was looking to support the cancer fundraising effort after his mother lost her battle against cancer a mere five months earlier. Monies raised in 2011 went to the national "Movember" organization.

This year, however, the story of Rex Fleming tugged hard at Rubin, the father of two, and he felt an immediate connection between the "Movember" campaign and raising awareness for Rex Fleming's plight.

SIDEARM Sports dedicated their fund-raising efforts to the Rex in the hopes that the 10-year old would win his two-year battle with brain cancer.

“I absolutely felt compelled to help," noted Rubin. "You believe that he’s just a kid, he won't die, he will get through this. As years went on, you see he had a brief remission, but then he's getting worse and you just get overwhelmed and sad. Lance (Rex's dad) did a wonderful blog chronicling their journey, and we all were drawn to his words, his faith, his love for Rex. You have to try and help the best you can."

Together, the Flemings valiantly fought the disease and Rex lived life with abandon and deep faith. With community support in Abiliene and from the ACU athletic teams, they raised money and awareness with a "Play for Rex" (4Rex) campaign.

"I cannot imagine a deeper pain than losing a child. Lance Fleming was so gracious and transparent as he brought us on his journey through his blog posts," Rubin said.

At the end of voting for the "best/worse" facial hair, Temple University Senior Associate AD Larry Doughtery (right) emerged as the Movember contest winner.

"There's a wonderful tradition by SIDEARM to give back to the community and to CoSIDA, and Jeff and his staff once again show their generosity and spirit of friendship by dedicating their Movember fund-raising efforts to help a CoSIDA family and engage hundreds and hundreds of people to participate, to vote and to contribute," noted Dougherty, who served as CoSIDA's President in 2010-11.

"I was privileged to help raise funds in the Fleming family's time of need and I send my sincere condolences for the tragic loss of their son," Dougherty continued. "As a parent, I cannot comprehend how difficult this journey has been for the Flemings. I felt the least I could do was not shave for one month as a way to raise funds and show them how much support they have."

Dougherty and his supporters raised nearly $900 during November, and Larry was quick to note that "the response was tremendous, as I was not asking for more than five or 10 dollars per person as donations." Throughout November, he was succesful in using Facebook and Twitter to keep his friends and colleagues aware of the contest and the donations poured in.

"CoSIDA is grateful to have a partner and friend like Jeff Rubin," Dougherty concluded. "He is such a kind-hearted person. His team of SIDEARM professionals are committed to helping our organization, and this outreach to make the Fleming family the beneficiaries of the "Movember" campaign demonstrates that."

"We at SIDEARM are so grateful for all who have contributed to the Fleming funds, as is the Fleming family. In the spirit of continued giving, we would love to have people continue to contribute if they so desire," concluded Rubin. 

For those who wish to contribute: http://mustache.sidearmsports.com

"While most of never met Rex Fleming, he was able to bring so many of us together to show our support, our faith, and our hope that one day we will find a cure for cancer," Rubin said. "In the end this is not a story about SIDEARM Sports. The story is all about a brave 10-year old boy who fought cancer for two years, and while he may have lost his life, his story will continue to be shared and will continue to inspire us for years to come."

And those are exactly the thoughts of Rex's dad, Lance, who wrote these words in his CaringBridge blog following Rex's funeral:

Rex Fleming taught all of us who watched him how to live in the face of obstacles that some might have seen as too big to overcome. But not Rex. He lived full-speed ahead right up until the time that he became too ill to do so. He showed tremendous dignity and grace in the face of overwhelming odds. He showed undying courage in the heat of a battle for his life. And he showed love on a daily basis.

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