Gold
NYU Langone Health and Deloitte Digital
#TheBestOutcomes
New York City has some of the best healthcare in the world. And while NYU Langone is consistently ranked as one of the nation’s top health systems, many people just assume they’ll get the same quality of care wherever they go. NYU Langone Health wanted to stand out, and it needed patients to understand that where you choose to get care makes all the difference.
Key insights came from interviewing nurses, doctors and support staff, who identified convenience to top-quality care as a critical differentiator, with its 300 ambulatory locations ranked No. 1 in the nation for quality. Having a great hospital in the neighborhood also matters, and NYULH is the only five-star hospital in Brooklyn. Its status as the No. 1 heart transplant center — with the shortest wait times — in the Northeast also sets it apart.
That research helped shape the message: NYULH is the best of the best. It wanted to use that to create awareness, steal share of mind, build national reputation and drive new patient volume.
#TheBestOutcomes campaign focuses on the tiniest moments behind the greatest outcomes — showing the culture of NYU Langone Health in action. By juxtaposing extreme slow motion with hyper-lapse speed, it showcases the little things that happen amidst the constant hustle of daily life. The films are dynamic. The print stills have motion. The radio spots are immersive. The out-of-home copy is contextual.
The campaign drove record appointments across the health system in January 2022 — a 32% increase. And videos generated more than 24 million views.
Silver
The Association of Schools and Colleges of Optometry (ASCO) and Truth Collective
Optometry Gives Me Life
To reverse declining applications to all 23 schools of optometry, this group needed to make optometry cool to Gen Z. This inventive campaign wins by using five young optometrists in a social media campaign, highlighting the many ways they give back while still having a balanced life. It drove a 9% increase in applications.
