As it emerged from bankruptcy, downtown stalwart St. Vincent’s Hospital needed to re-establish its relevance as a real healthcare option in the minds of the new class of residents south of 14th street.
I helped to create the concept behind the campaign and oversaw photography and production. The campaign ran outdoors in downtown NYC for several months, as well as in local neighborhood newspapers like AMNY and the Chelsea Blade. The client reported double-digit increases in inquiries at its orthopedic and stroke centers within 6 weeks of the campaign breaking.
