Northwell Launches Clinical Excellence Campaign by StrawberryFrog

This next wave of the Raise Health movement features an innovativeuse of the Rubik’s Cube®.

In the latest step in Northwell Health’s ongoing Raise Health Movement, StrawberryFrog has created an emotive film, directed by renowned director Ritesh Gupta. The story anchors on the powerful visual of Rubik’s Cubes used in a very innovative way. However, the film reveals the foresight and teamwork needed to solve a patient’s individual challenges. In this case an employee at Northwell who becomes a patient.

The multi-platform campaign is headlined by a TV spot titled “The Solvers,” and is a part of Northwell’s “Raise Health” movement, developed by Movement Marketing firm StrawberryFrog.

The integrated communications platform centers around what sets Northwell apart as a leader in clinical excellence. “The Solvers” conveys that Northwell brings patients a wide-ranging group of experts to solve some of the greatest challenges in healthcare and Northwell is raising health for more people in New York than anyone. In the commercial this idea is told through the story of a Northwell patient, Tanya.

Tanya is a breast cancer survivor that was treated and healed at Northwell. The spot showcases Tanya’s “before” and “after” journey through real-life mosaics made of colorful Rubik’s Cubes. The Rubik’s Cube, an iconic toy that has become a symbol of human ingenuity and problem-solving, was selected for the commercial as a metaphor to illustrate data and intelligence, and as an emblem of a tough problem to crack.

The spot shows Northwell experts coming together to take apart a “before” mural of Tanya when she was going through treatment. The experts remove Rubik’s Cubes from the “before” mural, solving them as a team to place back into a beautiful “after” mural of Tanya. The viewer then sees Tanya walk into the shot for the “after” mural reveal and experience an emotional moment, reflecting on how far she has come on her cancer journey.

“The Solvers” is a story designed to dramatize Northwell’s superior clinical care in a distinctive way without sacrificing the human element. The Rubik’s Cube mosaic technique matched with the proficiency acumen of the Northwell Team, and the patient recovery story are the story’s ingredients. These three elements aren’t mutually exclusive—they all depend on each other to achieve our desired intellectual and emotional takeaway.

“This film explores the emotional power implicit in how Northwell provides an even stronger outcome,” says Scott Goodson, CEO of StrawberryFrog. “We wanted to tell the story in a unique and differentiated way in the most competitive health market in the world.”

After navigating her own cancer journey, Tanya changed career paths and now helps other patients do the same at Northwell. Today, Tanya is cancer-free and a nurse navigator, working with patients with pancreatic and liver cancer. Northwell will have on permanent display the “after” Rubik’s Cube portrait mosaic of Tanya at R.J. Zuckerberg Cancer Center.

In addition to the 30-second TV spot, Northwell’s clinical excellence campaign includes integrated content such as OOH, audio, digital display, and social media – media was planned by Northwell’s media agency, Horizon Media. The launch film was created by StrawberryFrog and directed by Ritesh Gupta from the production studio Merman.

“Our new campaign encapsulates Northwell’s diverse health care delivery model in an engaging and distinctive way,” said Ramon Soto, Senior Vice President and Chief Communications Officer at Northwell Health. “The themes are synonymous with our brand, how we navigate complexities of a patient’s health care journey and how we think through challenges, to the diverse palette of care we offer to the most diverse communities in the United States.”

Source: StrawberryFrog

  Advertising, Campaign, Marketing, Northwell Health, StrawberryFrog