New institutional advertising campaign based on real stories

Oct 6 2009

NYU Langone Medical Center will launch a new institutional advertising campaign based on real stories from the Medical Center beginning on October 5, 2009. The campaign, “Any Given Moment,” captures and conveys some of the most powerful, intimate and uniquely human experiences to emerge from the Medical Center and features the Medical Center’s core clinical care and research strengths.

“This is an exciting time for the Medical Center. All objective measures of our performance are up—from our Magnet re-certification for nursing care to a 9 percent increase in grant funding to our place on U.S. News & World Report’s “Best Hospitals Honor Roll”—making this the perfect time to spread the word with a new advertising campaign,” said Robert I. Grossman, MD, dean and CEO of NYU Langone Medical Center. “We believe that the campaign captures the heart, soul and excellence of our medical center and underscores our ongoing commitment to providing the highest levels of patient care.”

The campaign consists of 11 “stories” and each features a specific area of expertise including: neurosurgery, rehabilitation, cancer, cardiac and vascular surgery, nursing, research, critical care and advanced imaging and diagnostics. “Any Given Moment” was developed by ArnoldNYC and the images–of actual patients, nurses and doctors–were photographed by documentary fine art photographer Larry Fink, using a photojournalistic approach.

One ad shows a patient who was paralyzed from the shoulders down when he arrived at the Medical Center, walking out of the hospital after intensive rehabilitation at Rusk Institute of Rehabilitation Medicine. Another ad shares the story of a patient with an acoustic neuroma who had lost much of his hearing until the neurosurgeons at NYU Langone removed the tumor, restoring his hearing and allowing him to hear himself play the piano, again. A third highlights the fact that NYU Langone Medical Center has the only critical care unit in Manhattan staffed 27/7 by physicians board-certified in critical care medicine.

“We wanted an advertising campaign that successfully communicates the passion, energy and expertise of our doctors, nurses, scientists and staff,” said Deborah Loeb Bohren, vice president for communications and public affairs. “We believe that ‘Any Given Moment” does just that, and more. It captures powerful real-life moments that we believe people will connect with, all while creating a strong visual identity for the Medical Center.”

The ads will run through mid-November and resume in early 2010. They will appear in newspapers and magazines—including The New York Times, The Wall Street Journal, New York magazine and The New Yorker—on billboards, buses and bus shelters, as well as online.