Non-profit integrated healthcare network and New York's largest healthcare provider, Northwell Health, has unveiled a new marketing platform to encourage people to become partners in their own health and move beyond their role as a patient.
Built around the motto, ‘Together We Well‘, the marketing movement uses the principles of societal movements to engage employees and consumers around a common cause.
The Northwell movement aims to change the way people define their behaviour around their health, including the way employees and consumers respond in relation to Northwell and its brand purpose.
“The goal of this movement is to insightfully provoke a discussion”, says Ramon Soto, senior vice-president and chief marketing and communications officer at Northwell. “Our goal is to overcome a state of complacency. This requires us to turn a deep human (v product) insight into a sharp instigation that stirs our audience.”
The movement will collect online under ‘Together We Well‘, a space for users to find inspiration and seek out content around being a partner and not being a patient any longer.
StrawberryFrog has also been behind the creation of social media assets, posters and TVCs to amplify the message to a wider audience.
Scott Goodson, chief executive officer of StrawberryFrog, says: “In launching this movement, we are clear on what you are calling people to do to be part of the movement. Together We Well is calling patients to become partners, and become engaged when healthy not just when you’re sick.”
“We are igniting the movement through key flashpoints, such as the Fearless Leader TV commercial, and on platforms where people are disproportionately receptive to our movement messages, and where participants can share the message.”
Regional billboards and radio ads will also carry the Together We Well message, with recordings from Northwell 's chief executive officer Michael J Dowling.
The Fearless Leader TV spot, previewed during Northwell’s Side By Side television special on March 25th, pays tribute to Northwell Health employees and New York residents who have battled to flatten Covid-19.
The new communications platform leans on the power of animation, featuring a young girl who rallies New Yorkers to assist health care workers in the pandemic. It is voiced by IN-Q, the award-winning beat poet, with inspirational and uplifting prose. Directed by Fredrik Bond of MJZ and animated by Eight VFX, the TVC features iconic aspects of the pandemic such as the celebratory ‘clap out‘, which sees patients celebrated as they step out from intensive care or are discharged from the facility. It also pays homage to essential workers in other lines of business throughout NY.
The ‘Together We Well‘ movement accentuates the bond that Northwell Health has with its New York community, including its patients.
Josh Greenspan, executive creative director of StrawberryFrog, says: “It also looks forward with a confident and optimistic point of view, acknowledging that Northwell Health and NY residents are indeed better when they join together in the fight for their wellness. Our goal with the movement is mass participation where our Big Idea is embraced by pop culture and where our Big Idea actually changes culture.”