As New York’s largest non- profit private employer and health care provider, Northwell Health has been serving the needs of military service members for more than a decade providing elite health care services, employment opportunities and innovative solutions to veterans and their families. In 2019, to help show Northwell's dedication to serving the needs of active military and veterans, our team created an annual musical event- Side By Side: A Celebration of Service. We used the shared passion of live music and entertainment as the way in to tell Northwell’s story in the most impactful way bringing together huge musical talent and meaningful programming. Our goals for 2020: strengthen Side By Side’s mission, celebrating those who dedicate their lives to serving American, expand the platform from military and veterans to include first responders and healthcare heroes, and create an uplifting and entertaining (virtual) experience, leveraging musical artists to generate awareness.

As plans were finalized for year two of Side By Side, the COVID- 19 pandemic hit. Our team quickly repositioned the program to focus on healthcare workers in NYC in addition to military and pivoted to digital engagement. We held a virtual healthcare heroes concert series on behalf of Northwell, featuring performances by DJ Questlove, Meghan Trainor and Gavin DeGraw. The series was released to coincide with the NYC clap-outs to honor the shift change in the medical field. We also shot and produced a primetime NBC TV documentary special in restricted locations like Lennox Hill Hospital. The special told the collective story of “a day in the life” of a healthcare worker during the pandemic. It opened with a real and raw look at the reality of the situation, visually linking Northwell’s coordination throughout their facilities (morning activity with main subjects, morning military huddles, community stories, etc.).

With COVID- 19, all research showed the growth of digital and virtual engagement among brands. We chose to partner with music artists with large social followings, global appeal, and patriotic tie in who could also transcend generations to appeal to the family demographic. Our strategy included:

- PR Amplification: Created and serviced a press release that gained both regional and national pick up

- Artists Negotiations: Curated the concert series by securing artists for virtual performances and the NBC TV Special

- Content Development: Produced three virtual concerts including in- performance interviews with three key healthcare heroes and produced full length documentary TV Special

- Social Media: Artists supported the initiative across social platforms which included streaming the performances

- Digital: Created Side By Side microsite that housed all three concerts and WNBC NY Live TV Integration

-Media/Distribution: Partnered with media platform for media buy and secured WNBC TV spots

Three (3) artists performed one (1) live stream from home:

- Performed a variety of songs

- Chatted virtually with a Northwell healthcare worker

- Drove awareness for WNBC TV Special

- Engaged with artists large social communities

Through the distribution partnership with the media company, the live streams appeared on Artist and Northwell channels for maximum distribution. Each artist also promoted the live stream and television special in advance on their personal social media channels.

The series went live from Northwell and artist social channels. During the live, the Ad Box from the media buy could be seen across the web while the streams were live. Those looking at the live box ad were tuned into the live stream and were considered a viewer. Post-event, a VOD Livestream: “ICYMI “ was placed across social channels.

The Side by Side virtual program delivered 400M+ PR impressions, 10.7M+ WNBC impressions, 21.1M+ concert impressions,12.9M+ video views, and $33.5K raised in donations. A key insight that led to viewership and impressions was the significance of the TV Special premiering on WNBC. The deal was part of a larger media promotion in which we were able to leverage other assets to drive promotion/tune- in. Those other assets included spots on TV/digital and NY Live two- minute integration. 54.8% of people recognized Northwell Health as the sponsor of a livestream concert and TV Special celebrating healthcare heroes.13.3% of people have a more positive perception of Northwell Health after knowing they are the official sponsor of Side By Side.

Despite the change to the original program, Northwell succeeded in continuing to honor the mission of Side By Side to celebrate the service of those who run to danger to keep us safe.