StrawberryFrog Helps Northwell Health Celebrate International Women’s Month With Women’s Health Campaign

“Master Pieces” blends classic art with health care messaging from the Katz Institute for Women’s Health

A new campaign from New York independent agency StrawberryFrog is helping to rewrite women’s health history, highlighting what is missing through a strong health care solution from Northwell Health’s Katz Institute for Women’s Health.

For centuries, medical findings have been based on male-oriented research, resulting in women’s health care being incomplete. Timed to coincide with Women’s History Month, this new campaign uses the power of art to illustrate how history has left women’s health incomplete—and how Northwell’s Katz Institute for Women’s Health is leading the charge to change that.

“We aren’t just talking about change—we’re making change happen,” said Stacey E. Rosen, MD, senior vice president, Women’s Health, and executive director, Katz Institute for Women’s Health. “For too long, medicine has taken a one-size-fits-all approach, even though women’s bodies and health needs are fundamentally different. The Katz Institute for Women’s Health is dedicated to closing these gaps and ensuring women receive the care they deserve.”

A hero spot, “Master Pieces,” sees a woman walking through a museum, viewing well-known historical statues of women that are damaged or left incomplete, while the voiceover recognizes the gaps in women’s health care. In a powerful moment, the woman steps forward, aligning herself with the headless Winged Victory of Samothrace, symbolizing how Northwell is helping to complete the picture of women’s health. The spot concludes with a compelling fact: more women choose Northwell than any other health system in New York (source: Claim based on 2023 SPARCS data for elective discharges and ambulatory surgeries amongst females).

“With ‘Master Pieces,’ we use powerful storytelling to expose gaps in care and demonstrate how Northwell leads the way in transforming women’s health care,” said Ramon Soto, chief Marketing & Communications officer at Northwell Health. “This campaign extends our ‘Raise Health’ movement and a bold call to action for better health for all women.”

The campaign was brought to life through a collaboration between StrawberryFrog, Northwell’s agency of record, production from RSA Films and Patriot Films, and visual effects from The Refinery. The statues of the Winged Victory of Samothrace and The Venus de Milo were created using 3D printing, and The Three Graces was brought to life by using CG. “Master Pieces” builds upon the foundation set by Northwell and StrawberryFrog’s 2021 campaign, “Breaking the Mold,” that addressed how many research studies and treatment protocols were historically designed around the male body. This latest campaign continues Northwell’s mission to rewrite the narrative of women’s health care. The campaign will run across multiple platforms, including broadcast TV, digital video, social media, out-of-home (OOH) advertising, and radio, ensuring widespread visibility for this crucial message.

“To bring the revolutionary work Northwell is doing in women’s health to life creatively, we had to find a way to tell that story in a big way. We found our muse, or muses, in some of the most iconic and historic female statues. Once we realized the parallel they provided to the story we wanted to tell, it wrote itself from there,” said Nick Sonderup, chief creative officer.

To learn more about the Katz Institute for Women’s Health and Northwell Health’s commitment to advancing women’s health care, visit raisehealth.com/women.

CREDITS

Campaign Title: “Master Pieces”

Client: Northwell Health

Client Team:

Chief Marketing Officer: Ramon Soto

Deputy CMO: Joseph Leston

AVP of Brand: Craig Konieczko

Senior Manager, Brand: Katherine Egan

Senior Marketing Specialist: Kaitlyn McAllister

Agency: StrawberryFrog

CEO & Founder: Scott Goodson

Chief Creative Officer: Nick Sonderup

Associate Creative Directors: Haeun Kim and Cory McCollom

Art Director: Rachel McEuen

Copywriter: Anthony Falvo

General Manager: Steve Scutellaro

Group Business Director: Taylor Robertson

Senior Business Manager: Ava Blumberg

Senior Project Manager: Heidi Newcom 

Group Strategy Director: Ali Demos

Head of Production / Director of Business Affairs: Venessa Merrin

Business Affairs: Nikita Merrin

Producer: Brian Schierman

Production: RSA Films

Director: Sam Coleman

Director of Photography: Rory O’Grady

President, EP: Luke Ricci

Executive Producer: Jenni Sprunger

Head of Production: Sarah Morrison

Local Production: Patriot Films

Editor: Kobus Loots

Executive Producer: Michelle Duvenage

VFX / Finishing: The Refinery

Visual Effects Producer: Simone Fanti

Visual Effects Supervisor: Rory Mark

VFX Sup & Flame Artist: Eddie Addinall

3D Artist: Petrus Lowe

3D Artist: Daniel Eckstein

Visual Effects Artists: Gina Gibson, Daniel Jager, Mzolisi Pitolo, Douw Van Niekerk, Visual Effects Artist: Paige Rybko, Jean Redenghuys, Dries Du Preez, Raymond Buitendag

Audio: Sonic Union

Mixer: Steve Rosen

Assistant Engineer: Carly Morgan

Studio Director: Justine Cortale

Head of Production: Pat Sullivan

Music: Proper Villains

Founder & CEO: Jeff Monahan

Cofounder & Design Director: Beth Almeida

Cofounder & Senior Designer: Marlene Cole

Partner: Ruston Spurlock

Head of Strategy: Henk Groenewald

Head of Brand Experience: Becky Getz

Head of Experience Design: Marc Blanchard

Music Production: Audio UX

Co-Founder & Creative Director: Sean Thornton

Co-Founder & CSO: Dexter Garcia

Co-Founder & Creative Lead: John Kallen

Co-Founder & CXO: Eric Seay

Business Development & Client Relations: Mike Seay

Senior Project Manager: Josi Friedrich

Source: StrawberryFrog

  Advertising, Campaign, Katz Institute for Women’s Health, Marketing, Northwell Health, StrawberryFrog