Northwell: Tackling societal ills like medical ones.
Northwell is unlike any organization with which I’ve had the pleasure of working. They seamlessly went from the front lines of the COVID pandemic, to the front lines of the Ukrainian-Russian War, to the picket lines fighting for equality.
It was an honor helping to create a platform with shoulders broad enough to carry Northwell’s inspiring ambitions.
That platform: Raise Health – yes, a tongue-in-cheek nod to ‘raising hell', but more than that, a refusal to stay silent while others are suffering. Because when we raise health, we raise everyone.
RESULTS:
Since launch 72% found Northwell more appealing.
76% found the creative more memorable.
76% saw Northwell as a leader.
Raise Health was embraced by healthcare workers throughout the organization, adopting the term “Health Raisers.”
This march down 5th Avenue in NYC is one of my proudest achievements.
Two Wars Documentary
Northwell wasn’t going to sit idly by as hospitals were brutally targeted and destroyed in the Russian-Ukraine War.
Within days, Northwell sent barges with medical supplies and launched telehealth services to provide Ukraine’s shaken health systems with much-needed support and expertise.
As part of our Raise Health platform, we enlisted filmmaker, Rafael Lewandowski to capture the untold stories of some of these critically ill patients, their families, and the brave doctors and nurses risking their lives to care for them.
Created with James Rogala (ECD nmbl), Courtney Harris (ACD/CW), Brooks Hess (ACD/AD PepsiCo) and Venessa Merrin (EP)
A soundtrack unlike any other.
The Northwell Nurse Choir was coming off their ‘golden buzzer’ on America’s Got Talent. We knew they’d bring a level of unmatched authenticity and passion to this project. And they did not disappoint.
These amazingly talented, full-time nurses, learned two Ukrainian songs to provide an emotional and authentic score.
Women’s Health
For too long, women have been misdiagnosed, under-studied, and sadly, even gaslit by their own physicians. Northwell took this challenge issue head on and launched a provocative 360-campaign.
