Challenge: Northwell has one of New York's busiest cancer programs, but awareness of Northwell as a cancer care provider is low. Also, 36% of cancer patients in our service area travel to other health systems for care instead of staying locally.

Goal: Raise awareness of the Northwell Cancer Institute, locally.

Target: Ages 35+ in Long Island, Queens, Manhattan, Westchester (NY, USA)

Cancer has no boundaries. It doesn’t care about your income, age or where you live; it affects everybody. So shouldn’t everybody have access to world-class cancer services? At the Northwell Cancer Institute, we’re breaking down barriers to care across New York—so the beautifully diverse communities we serve can continue to flourish. This is the creative idea that powers our spot.

We highlighted the fact that Northwell is New York's most experienced cancer team, and is backed by a network of nationally recognized hospitals and specialists, to raise awareness of our world-class local cancer care. By showing real, diverse people in the communities we serve, we also conveyed that we're breaking down barriers to cancer care and helping all New Yorkers thrive.

The idea for this spot was created by Northwell Health's internal agency, who then worked with production company HunterPark to bring it to life.

TV Release date: October 4, 2021 through December 6, 2021

Region aired: Long Island, Queens, Westchester, Manhattan

Placement: News 12, Online Video (Streaming channels), YouTube

Scale: This video continues to live on YouTube and gain organic traction (85k+ views). We also adapted the creative idea across print, radio, social media, and OOH to further promote the Northwell Cancer Institute.

The video continues to gain organic traction on YouTube, with over 85,000 views.

We tested the video through NRC's AdVoice, where it scored significantly higher than other cancer providers' TV spots in brand identity, persuasion, likeability, and believability. We also saw a significant increase in perceptions of compassionate care and distinct image before and after viewing the ad. (All great metrics for an awareness-driving spot.)

Direct quotes from NRC focus group participants:

“It was very moving and effective. It makes you want to know more about the Northwell system.”

“It states Northwell's objective of making cancer care more accessible to everyone. Previously, at least in my state, the best cancer care had to be traveled to. The ad makes it clear that there are more options now.”

“It reassures you that there are quality cancer treatments available locally and that these doctors and nurses care about helping you beat cancer.”