NEW YORK, June 14, 2021 /PRNewswire-PRWeb/ -- {To
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Mount Sinai Health System one of New
York's preeminent academic medical centers providing
excellence in clinical care, research, teaching, and community
engagement, today unveiled a new brand identity and advertising
campaign, "We Find a Way"—presenting a bold, unfiltered, and
emotional view of what it takes to overcome the most challenging
and complex health and scientific problems.
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
http://www.mountsinai.org/wefindaway, #WeFindaWay.
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
http://www.mediassociates.com
Media Contact
Lucia Lee, Mount Sinai Health
System, (917) 837-8914, Lucia.Lee@mountsinai.org
SOURCE Mount Sinai Health System