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Northwell Health launches “Deal” ad campaign by StrawberryFrog
August 24, 2021
Northwell is making a deal with New Yorkers - get your heart checked and you’ll get more time with the ones you love and we’ll get less preventable heart emergencies.
Northwell Health recently premiered its latest marketing effort throughout the New York region with a TV ad titled, “Deal,” as part of the health system’s “Raise Health” movement, developed by Movement Marketing firm StrawberryFrog.
“Deal” is part of a larger campaign effort that highlights how Northwell treats 1 in 5 heart patients in downstate New York – more than any other health care system in the region – but actually wants to drive that number down, which requires everyone’s help. That means incentivizing viewers to get their heart checked, so doctors can spend less time treating heart disease – and people can spend more time doing the things they love. "Northwell continues to find inspiring ways to 'Raise Health' as the healthcare leader in New York. One way of doing that is to openly prioritize the health of its community members over revenue, which is an ambitious idea. That's what we're conveying by saying Northwell actually wants to treat 'less' cardiac patients” said Dan Langlitz, StrawberryFrog's head of growth.
The commercial contrasts two realities: one of a man who has neglected his heart health, and one of the same man, enjoying a life made possible by preventative heart care. To dramatize these realities, the viewer is abruptly transported between scenes of our hero suffering an emergency cardiac event and him enjoying leisure time with his family at a pool. The deliberate juxtaposition conveys the idea that people have a choice: to take care of their hearts for a healthy, joyous life, or overlook their cardiac care and risk a heart emergency. The ad ends with a call for viewers to get their hearts checked, so that they can spend more time on the joys of life. The intent of “Deal” is to focus on the end goal: a healthy heart.
In addition to a 30-second ad, Northwell’s cardiac efforts will include integrated content such as outdoor displays, radio and social media. The launch film was created by StrawberryFrog – who previously explored women’s health in Northwell’s “Breaking the Mold” campaign – and directed by Emmy Nominated filmmaker, MJ Delaney from the production studio Moxie Pictures.
“The health and safety of our community is at the very core of our institutional mission, above all else. “Deal” evocatively brings to life this value proposition, while reinforcing that we all have a role to play in our longevity and livelihood,” said Ramon Soto, SVP, chief marketing and communications officer. “As healthcare providers, it’s our obligation to not only arm individuals with small, tangible habit shifts that can improve their health, but to empower them to take control of their lives -- a dual commitment that can make all the difference.”
“Deal” emphasizes the commitment of Northwell’s cardiac team to raising awareness and empowering patients to take control of their heart health, because when we raise our heart health, we raise everybody.
Northwell Health is New York State’s largest healthcare provider and private employer, with 23 hospitals, 830 outpatient facilities and more than 16,600 affiliated physicians. We care for over two million people annually in the New York metro area and beyond, thanks to philanthropic support from our communities. Our 76,000 employees – 18,900 nurses and 4,800 employed doctors, including members of Northwell Health Physician Partners – are working to change health care for the better. We’re making breakthroughs in medicine at the Feinstein Institutes for Medical Research. We’re training the next generation of medical professionals at the visionary Donald and Barbara Zucker School of Medicine at Hofstra/Northwell and the Hofstra Northwell School of Nursing and Physician Assistant Studies. For information on our more than 100 medical specialties, visit Northwell.edu and follow us @NorthwellHealth on Facebook, Twitter, Instagram and LinkedIn.
StrawberryFrog are Movement Makers. We are an independent team of cultural engineers, strategists, designers, entrepreneurs, management and creative talent. We brought Movement Marketing to the world in 1999 when we opened our doors with our first client, the launch of the Mercedes Benz smart car. Since then, StrawberryFrog has focused on activating purpose strategies for some of the world’s largest brands and companies with Movement Thinking, Creative Communications and Advertising. Through Movement Inside, our company pushes its expertise in Movements within organizations to transform culture and employees, and change habits and rituals. StrawberryFrog is celebrating its 22nd year in business, and is experiencing soaring growth with a select group of talent, companies and clients.