The creative idea came in two successive phases:

• 1) Instead of talking about Northwell Health’s incredible veteran services and innovative philosophy, we demonstrated it by creating an innovation in real time. After months of development, the Fin was born as a PR/media story disguised as an amphibious prosthetic.

• 2) The second part, and equally important, was to use this innovation to launch a customizable media story for outlets to use and target to specific audiences through earned media.

A first-of-its-kind amphibious prosthetic that allows veterans to enter and exit the water without changing prosthetics. By serving their needs, The Fin raises awareness around their challenges.  The Fin is a PR story disguised as an amphibious prosthetic.

• The campaign launched with an exclusive front-page story in the New York Times.

• This was followed by a 25-minute Facebook live event that was viewed by 164 thousand.

• A press conference demonstrating how The Fin changed the life of a veteran amputee.

• A short film and online hub allowed interested parties to control which pieces of the story they consumed.

• A short film doubled as a media kit, amplifying The Fin’s narrative.

• Weeks later, paid placements targeted veterans, their families, sports enthusiasts in the New York area, across social media, web banners, email and with out-of-home.

The Fin not only transformed how the public sees Northwell Health and its innovative services, it will change the lives of countless amputees.

• “It felt like I had my leg back.” - Dan Lasko, recipient of The Fin.

• Commended by veteran organizations like The Department of Veterans Affairs and The Purple Heart Foundation.

• Since launch, a new group of amputees have reached out and begun the process of receiving The Fin.

• Video segments by broadcast TV stations and online by major news networks (CNN, Fox, ABC, NBC, etc).

• $4.9 million in earned media placements.

• 548% growth in social media mentions.

• 248 million impressions.

• A mini-documentary that was recut by media outlets like The Today Show.

• A two-page story on the cover of the science section of The New York Times.

• Followed by a Facebook live event viewed by 164 thousand.