Northwell Health, formerly North Shore-LIJ Health System, will showcase its new advertising campaign during Super Bowl L, with a new 30-second spot airing in the second quarter and two 30-second ads running during the pregame coverage.
The entire cost of the ads was covered through a contribution from a Northwell Health trustee, who wishes to remain anonymous.
The in-game spot will focus on a celebration of life, capturing the first babies born at Northwell Health hospitals. The spot also highlights the North Shore-LIJ’s name change to Northwell Health. The emotional ad underscores the health system’s critically important role in delivering more than 42,000 babies a year, accounting for about 17 percent of all births throughout New York State and one percent of the nationwide total.
“As the most-watched event on American television, the Super Bowl is a powerful venue to tell our story of innovation,” said Ramon Soto, Northwell’s senior vice president and chief marketing and communications officer. “Our new ad conveys our commitment to caring for these precious newborns and their families throughout their lifetimes.”
The ad footage was shot seconds after the stroke of midnight on New Year’s Day, and features touching footage of new moms and their babies embracing for the first time. The first version of the ad, broadcast within hours of the birth on January 1, has generated more than two million views through Northwell’s social media outreach.
“We are trying to take a different approach with our ads than other health care providers that feature testimonials of patients who've recovered from disease,” said Mr. Soto. “For us, this is truly a celebration of life. Where others may see them as just newborn babies, we see people whom we will be looking after and keeping healthy their whole lives. It's a much more positive way to tap into that emotion."
Northwell Health will also be featuring two 30-secong pre-game ads, which will highlight several innovations spawned by some of the health system’s more than 61,000 employees, including:
- A new area of research in which electronic implants are used to stimulate the nervous system, offering the potential of replacing drugs now used to treat inflammatory and autoimmune diseases.
- A new privacy curtain that can easily cleaned without dismantling it from support rods, reducing the risk of patient infections.
- A “No-Pass Zone” policy that prohibits hospital staff – regardless of whether they are a nurse, doctor, administrator or dietary worker – from walking past a patient room if a call light comes on, without first checking in with the patient.
The ads are part of Northwell Health’s robust 360-degree rebranding and marketing campaign and new tag line, “Look North.” Created with advertising agency J. Walter Thompson New York, the campaign introduces Northwell’s new name, website, tagline, logo and philosophy to millions of consumers throughout the New York metropolitan area and provides a look into Northwell’s pioneering vision for shaping the future of healthcare.
To view previously released TV ads or learn more about Northwell’s stories of innovation, go to: www.northwell.edu/looknorth
About Northwell Health
Northwell Health is New York State’s largest health care provider and private employer. With 21 hospitals and nearly 450 outpatient practices, we serve 8 million people in the metro New York area and beyond. Our 61,000 employees work to change health care for the better. We’re making breakthroughs in medicine at the Feinstein Institute. We're training the next generation of medical professionals at the visionary Hofstra Northwell School of Medicine and the School of Graduate Nursing and Physician Assistant Studies. And we offer health insurance through CareConnect. For information on our services in more than 100 medical specialties, visit Northwell.edu.