Non-profit healthcare network Northwell Health has released a new campaign today to encourage and inspire New Yorkers to brave the ongoing coronavirus (COVID-19) outbreak.
The 30-second commercial will premiere this week in all New York regional TV stations and is part of the larger marketing campaign called “Information is Healthy, Fear is Not,” which first appeared as a full-page ad in The New York Times last Sunday.
Devised by StrawberryFrog, the award-winning movement marketing firm in partnership with Rogers and Cowan PMK, Northwell’s new TVC uses the tagline - “That in the darkest hour, we can find the light” - to help alleviate stress during this time of crisis. The team used captivating images of New Yorkers throughout NYC, Westchester and Long Island working as they keep calm and continue.
Ramon Soto, Northwell senior vice president and chief marketing and communications officer, says: “The COVID-19 situation is like nothing we have ever seen in our lifetime. It has disrupted life for so many across the world and in our communities, families, schools and businesses.
"We want New Yorkers to know that we understand your fears and anxieties. While your daily lives have changed, rest assured, we stand with you and will get through this together.”
Northwell has been at the forefront of helping to curb the COVID-19 outbreak. Northwell Labs is one of 89 public health laboratories across the US testing for the novel coronavirus, examining thousands of samples daily. The health system also offers numerous resources and expert insights on its coronavirus Digital Resource Center.
StrawberryFrog CEO, Scott Goodson, says: “StrawberryFrog was honored to work closely together with the Northwell team, Horizon and Rogers and Cowan PMK to create this strong and compelling spot.
“It was produced entirely out of an office environment and in several different homes with many people working in their homes remotely, even the voice recorded his narration in his own home. The production story is truly extraordinary and exemplary for these challenging times.”