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UrduCampaign showcases the people and innovators who are relentlessly advancing medicine and health
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The campaign is meant to inspire and remind New Yorkers and those beyond that Mount Sinai, which developed new protocols, diagnostics, and therapeutics that saved thousands of lives during the COVID-19 pandemic and more recently performed the first successful tracheal transplant in the world, is setting a different health care standard and a Mount Sinai way. The campaign is launching in national and regional print, television, radio, and online media outlets.
Developed by SS&K and captured by award-winning cinematographer and photojournalist Ron Haviv and Pulitzer Prize-winning photojournalist Ashley Gilbertson, the campaign captures distinctive, human moments between the staff and real patients in life-and-death scenarios. Mr. Gilbertson captured Mount Sinai’s response to the pandemic for The New York Times for a piece titled “A City Ruptured” where he embedded on a COVID-19 unit. He jumped at the opportunity to work with Mount Sinai again. The people and stories captured by Mr. Gilbertson and Mr. Haviv are illustrative of an organization that goes far beyond what it means to be a health system and evokes the emotional struggle and triumph of academic medicine.
“Our legacy of a commitment to high-quality patient care and teaching conducted in an atmosphere of social concern and in service of all people continues today. Our relentless pursuit of knowledge, understanding, and answers to the world’s most complex health problems is for the benefit of humankind. This campaign reveals the soul of our organization, the resilience of our people, and our humanity,” said Kenneth L. Davis, MD, President and CEO of Mount Sinai. “I’m inspired by the people who make us who we are, who entered into this profession because they care and are unsatisfied with the status quo, and who embody the Mount Sinai way.”
The global pandemic has placed extreme, at times overwhelming, pressures on Mount Sinai, pushing the medical and research communities to their limits. The tireless, creative, and hardworking individuals who make up the Health System have continuously risen to the challenge with innovation, determination, and collaboration.
During the pandemic, a seven-month-old Queens baby needed a liver transplant. Mount Sinai found a way to continue providing these complex surgeries when others could not. A team of Mount Sinai nurses, doctors, and clinical staff coordinated this surgery and saved this baby’s life. The Mount Sinai transplant team continued to advance medicine when they performed the world’s first human tracheal transplant at the height of a COVID-19 second surge. The historic procedure, the result of 30 years of research at Mount Sinai, is an achievement that has the potential to save the lives of thousands of patients around the world who have tracheal birth defects, untreatable airway diseases, or severe tracheal damage from intubation, including those who had been hospitalized with COVID-19 and placed on a ventilator.
“Both of these examples define the Mount Sinai way and how our people rise to each challenge and push the bar to new heights,” said Margaret Pastuszko, MBA, Executive Vice President and Chief Operating Officer and Chief Strategy Officer at Mount Sinai. “Our accomplishments are not ours and ours alone. We are mission-driven in our pursuit to change medicine; make lives better, healthier, and longer; and make care more accessible and equitable. This is the Mount Sinai way.”
“This campaign casts an authentic spotlight on what we do and who we are,” said David A. Feinberg, Senior Vice President and Chief Marketing and Communications Officer for the Mount Sinai Health System and Dean for Marketing and Communications for the Icahn School of Medicine at Mount Sinai. “The distinctive experiences captured beautifully and thoughtfully reveal the essence of our community and Health System.”
The campaign is the largest single awareness campaign for Mount Sinai and sets the foundation for a continued effort in the future. Later this fall, Mount Sinai will use television, radio, and additional media to extend the campaign’s reach. The selected specialty areas spotlight the unique accomplishments and breakthroughs that have made Mount Sinai an exceptional health care provider. Along with SS&K, Mount Sinai partnered with Mediaassociates on strategic media planning and buying.
To view the ads highlighting the various service lines, go to www.mountsinai.org/wefindaway, #WeFindaWay.
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About the Mount Sinai Health System
The Mount Sinai Health System is New York City’s largest academic medical system, encompassing eight hospitals, a leading medical school, and a vast network of ambulatory practices throughout the greater New York region. Mount Sinai is a national and international source of unrivaled education, translational research and discovery, and collaborative clinical leadership ensuring that we deliver the highest quality care—from prevention to treatment of the most serious and complex human diseases. The Health System includes more than 7,200 physicians and features a robust and continually expanding network of multispecialty services.
For more information, visit https://www.mountsinai.org or find Mount Sinai on Facebook, Twitter and YouTube.
SS+K
SS+K is a full service marketing & communications agency that combines the rigor of political strategy and the power of creativity to help brands navigate, create, and lead meaningful change. For nearly 30 years, we’ve worked with both disruptors and the disrupted. While some see change as an insurmountable obstacle, we see it as an incredible opportunity—to reset, rediscover and redefine what comes next. And our commitment to change has led us to craft campaigns for organizations like the Bill & Melinda Gates Foundation, HBO, Starbucks, Delta, Airbnb, Honest Tea, Lyft, LIVESTRONG, both Obama campaigns (’08 and ’12), Business Iceland, LeBron James’s organization More Than a Vote, and more. To do our work on a global scale, we have joined M&C Saatchi, the largest independent creative agency network in the world. SS+K leads M&C Saatchi’s growing entrepreneurial cooperative in NY. For more information, go to https://www.ssk.com/
Ashley Gilbertson
Ashley Gilbertson is an Australian photojournalist living in New York City recognized for his critical eye and unique approach to pressing social issues.
For his work at home and abroad, Gilbertson has been honored with awards including the OPC Robert Capa Gold Medal, The National Magazine Award, and last year, his work was included in a NY Times package that received the Pulitzer Prize.
For over twenty years, Gilbertson’s work focused on refugees and conflict, an interest that in 2002, led him to Iraq. His work from that country was awarded the Robert Capa Gold Medal. Post Iraq, Gilbertson shifted his focus to veterans, drawing public attention to post traumatic stress disorder and suicide
Today, Gilbertson documents global migration in Africa and Europe, and works on climate, social and health issues in the United States and Asia. He writes regular opinion and news stories for outlets including The New York Times, The Washington Post, ProPublica, and UNICEF. In 2014, a multimedia story on the militarization of the South China Sea earned him an Emmy nomination.
http://www.ashleygilbertson.com/
Ron Haviv is an Emmy nominated, award-winning photojournalist and documentary director dedicated to documenting conflict and raising awareness about human rights issues around the globe.
He has covered more than twenty-five conflicts and worked in over one hundred countries. His work has been featured in the Louvre, the United Nations, and the Council on Foreign Relations, including in collections at The Houston Museum of Fine Arts and George Eastman House.
He has directed short documentary films for ESPN, People Magazine, Doctors Without Borders, Asia Society and American Photography. Haviv’s music videos have been on the MTV Europe and Sol Musica channels in Spain.
He has been nominated for an Emmy for his documentary work. And his commercial clients include Ad Council, American Express, BAE, Canon USA, ESPN, IBM and Volkswagen.
https://www.ronhaviv.com/bio Reel: https://vimeo.com/75608473
About Mediassociates
Mediassociates is an independent media planning, buying and analytics agency. It guides brands in planning communication campaigns with a focus on predicting, measuring, and optimizing business outcomes. With the advertising landscape shifting almost daily, Mediassociates proactively guides clients through the ongoing revolution in media and technology. Recent clients include Ariat, Mount Sinai Health System, The Centers for Disease Control, Catholic Relief Services, Yale New Haven Health System, Nordstrom’s Trunk Club, Eaton Corporation, and Panasonic. Mediassociates has been named an Inc. 5000 fastest-growing private company in America for three years. For more information on Mediassociates, visit www.mediassociates.com
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