It will take some time before all of the after-effects of the pandemic are clear, but it is almost certain that much will not be as it once was. One of those things will likely be healthcare.
With nearly two years of focus on hospital bed availability, precautions to avoid passing or catching viruses, and the effects of sustained isolation on mental health, many are realizing one’s health is not something to take for granted. Accordingly, New York-Presbyterian has launched a new marketing campaign encouraging New Yorkers to be proactive about their health.
“Our new campaign creates more relevance and connection with New Yorkers and consumers today, especially as everyone reflects on the events of the past 18 months,” said Devika Mathrani, senior vice president and chief marketing and communications officer of NewYork-Presbyterian. “After caring for New Yorkers amid the COVID-19 pandemic, we believe it is even more important to leverage our role to improve the health of all the communities we serve.”
The new effort, with the theme, “Stay Amazing,” is meant to encourage New Yorkers to continue making health and wellness a part of their daily lives.“The pandemic has taught us all to pause and re-think our lives and what it means to live life to the fullest,” Mathrani said. “Whether it’s waking up in the morning and doing meditation, going to the gym, enjoying a run in the park, thinking differently about their nutrition, getting in their daily steps, consumers have become more proactive about their health”
Developed in partnership with HAVAS New York, the new campaign includes a video that dispels the notion that being amazing requires some sort of triumph in a contest or overcoming adversity. “We are all amazing,” says a voiceover as people goof around with their friends, play tennis, and create art. As the visuals shift to more health-oriented visuals such as X-rays, MRIs, and physical rehabilitation, the voiceover proclaims, “And what does it take to stop us? A lot.”
The video then goes on to acknowledge some of the things that set New York-Presbyterian apart, including its affiliation with Weill Cornell Medicine and Columbia University Vagelos College of Physicians and Surgeons. “The truth is, we are all amazing. But you already know. Don’t you?” the spot concludes, as the words “Stay Amazing” fill the screen.
The campaign builds on New York-Presbyterian’s previous campaign, “Amazing Things Are Happening Here” by putting patients and communities at the center of the story, Mathrani says. “We are building on the equity we have in the idea of ‘amazing, but opening the aperture to bring all the communities and consumers we serve to our story.,” she said.
The campaign will appear in national and regional print, television, radio, and online media outlets, and across social channels, digital advertising, and out-of-home placements in New York City.
