Northwell launches “Heal” campaign by StrawberryFrog
Healthcare should not be intimidating - especially for kids
Northwell premiered their latest marketing effort throughout the New York region, focusing on pediatric care. The campaign is headlined by a TV spot titled 'Heal', and is a part of Northwell’s “Raise Health” movement, developed by movement marketing firm StrawberryFrog.
The integrated communications platform centers upon a simple idea: children must have a voice and be heard when it comes to their healthcare. Northwell understands that certain care can be intimidating for kids. Even when not intentional, the treatments that children receive can be scary, confusing and can make it hard for them to express themselves in clinical settings. But Northwell Health’s Cohen Children's Medical Center believes children’s healthcare should provide them with a voice and empower them in moments when they feel most vulnerable.
'Heal' conveys that Northwell is making it possible for kids to be listened to and understood. Its Cohen Children’s Bill of Rights is a symbolic stake in the ground that mandates how young patients are to be treated at Northwell’s Cohen Children’s Medical Center.
“Be honest,” and, “If it's going to hurt, just tell me...” are a few examples of the rights bestowed on children so that they are in a position of comfort over their health, becoming more empowered patients and experiencing better recoveries in the process.
The commercial depicts kids of varying ages, ethnicities, and backgrounds throughout New York settings. They recite principles from the Cohen Children’s Bill of Rights to the camera. A young girl asserts, “Talk to me so I understand and I’ll heal faster.” Another says, “Include me, and I won’t just heal...I’ll help others” Northwell knows that when our youngest patients are truly heard and listened to, they heal better.
In addition to the 30-second TV spot, Northwell’s pediatric campaigns includes integrated content such as OOH, radio, digital display, and social media. The launch film was created by StrawberryFrog and directed by MJ Delaney from the production studio Moxie Pictures.
"We know that patients who take an active role in their care tend to have better results and a better recovery, and we believe that should extend to our younger patients as well," said Ramon Soto, SVP, chief marketing and communications officer at Northwell Health. ‘Heal’ emphasizes the Northwell pediatric team's commitment to helping kids feel empowered at a moment they often feel most vulnerable, and to ensuring their voices are heard."
About Northwell - 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 Schoolof Medicine at Hofstra/Northwell and the Hofstra Northwell School of Nursing and Physician Assistant Studies.
About StrawberryFrog - 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.