“We Find a Way”: Mount Sinai launches national branding and advertising campaign

The campaign highlights the people and innovators who relentlessly advance medicine and health

Job : June 14, 2021

Mount Sinai Health System, one of New York’s leading academic medical centers providing excellence in clinical care, research, teaching and community engagement, today unveiled a new brand identity and new ad campaign, “We Find a Way,” showcasing a bold, unfiltered approach and emotional take on what it takes to overcome the toughest and most complex health and science challenges.

The campaign is meant to inspire and remind New Yorkers and those beyond that Mount Sinai, who has developed new protocols, diagnostics and therapies that have saved thousands of lives during the COVID-19 pandemic and more. recently performed the world’s first successful tracheal transplant, sets a different standard of health care and Mount Sinai style. The campaign is being launched in national and regional print, TV, radio and online media.

Developed by SS&K and captured by award-winning cinematographer and photojournalist Ron Haviv and Pulitzer Prize-winning photojournalist Ashley Gilbertson, the campaign captures distinctive human moments between staff and real patients in life-and-death scenarios. Mr Gilbertson captured Mount Sinai’s response to the pandemic for The New York Times for an article titled “A City Ruptured” where he embedded a COVID-19 unit. He jumped at the chance to work with Mount Sinai again. The people and stories captured by Mr. Gilbertson and Mr. Haviv illustrate an organization that goes far beyond what it means to be a healthcare system and speaks to the emotional struggle and triumph of academic medicine.

“Our legacy of commitment to high quality patient care and teaching, conducted in an atmosphere of social concern and service to all, continues today. Our relentless pursuit of knowledge, understanding and answers to problems the world’s most complex healthcare challenges is in the interest of humanity. This campaign reveals the soul of our organization, the resilience of our people, and our humanity,” said Kenneth L. Davis, MD, President and CEO of the direction of Mount Sinai.

“I’m inspired by the people who make us who we are, who entered this profession because they care about and aren’t satisfied with the status quo, and who embody the way of Mount Sinai.”

The global pandemic has placed extreme, sometimes overwhelming pressures on Mount Sinai, pushing the medical and research communities to their limits. The tireless, creative and hardworking people who make up the healthcare system have continually risen to the challenge with innovation, determination and collaboration.

During the pandemic, a seven-month-old baby from Queens needed a liver transplant. Mount Sinai found a way to continue to provide these complex surgeries when others could not. A team of Mount Sinai nurses, doctors and clinical staff coordinated this operation and saved this baby’s life. The Mount Sinai transplant team continued to advance medicine when they performed the world’s first human tracheal transplant at the height of a second outbreak of COVID-19. The landmark procedure, the result of 30 years of research at Mount Sinai, is an achievement that has the potential to save the lives of thousands of patients around the world who have tracheal birth defects, incurable airway diseases or severe injuries. tracheal injuries due to intubation, including those who had been hospitalized with COVID-19 and placed on a ventilator.

“These two examples define how Mount Sinai and how our people rise to every challenge and push the bar to new heights,” said Margaret Pastuszko, MBA, Executive Vice President and Chief Operating Officer and Chief strategy at Mount Sinai. “Our achievements are not ours and only ours. We are mission-driven in our quest to change medicine; make life better, healthier and longer; and making care more accessible and equitable. This is the way of Mount Sinai.

“This campaign shines a real spotlight on what we do and who we are,” said David A. Feinberg, senior vice president and chief marketing and communications officer for Mount Sinai Health System and dean of marketing. and communications for the Icahn School of Medicine. at Mount Sinai. “Distinctive experiences beautifully and thoughtfully captured reveal the essence of our community and our healthcare system.”

The campaign is the largest awareness campaign for Mount Sinai and lays the groundwork for continued effort in the future. Later this fall, Mount Sinai will use television, radio and other media to extend the reach of the campaign. The specialty areas selected highlight the unique achievements and breakthroughs that have made Mount Sinai an exceptional health care provider. With SS&K, Mount Sinai has partnered with Mediaassociates for strategic media planning and buying.

To see announcements highlighting the different service lines, go to www.mountsinai.org/wefindaway, #WeFindaWay.

SS+K is a full-service marketing and communications agency that combines the rigor of political strategy and the power of creativity to help brands navigate, create and drive meaningful change. For almost 30 years, we have worked with both disruptors and disrupted people. While some see change as an insurmountable obstacle, we see it as an incredible opportunity to reset, rediscover and redefine what comes next. And our commitment to change has led us to create campaigns for organizations such as the Bill & Melinda Gates Foundation, HBO, Starbucks, Delta, Airbnb, Honest Tea, Lyft, LIVESTRONG, the two Obama campaigns (’08 and ’12 ), Business Iceland, LeBron James’ More Than a Vote organization, and more. To do our work globally, we have joined M&C Saatchi, the world’s largest network of independent creative agencies. SS+K leads the growing M&C Saatchi entrepreneurial cooperative in New York. For more information, visit https://www.ssk.com/

Ashley Gilberton

Ashley Gilbertson is an Australian photojournalist living in New York, known for his critical eye and unique approach to pressing social issues.

For his work at home and abroad, Gilbertson has received awards such as the OPC Robert Capa Gold Medal, the National Magazine Award and last year his work was included in a package from the NY Times which won the Pulitzer Prize.

For more than twenty years Gilbertson’s work has focused on refugees and conflict, an interest which in 2002 took him to Iraq. His work from this country was awarded the Robert Capa Gold Medal. After Iraq, Gilbertson focused on veterans, bringing public attention to post-traumatic stress disorder and suicide.

Today, Gilbertson documents global migration in Africa and Europe, and works on climate, social and health issues in the United States and Asia. He regularly writes opinion pieces and features for outlets such as The New York Times, Washington Post, ProPublica and UNICEF. In 2014, a multimedia report on the militarization of the South China Sea earned him an Emmy nomination.


Ron Haviv is an Emmy-nominated and award-winning photojournalist and documentary filmmaker dedicated to documenting conflict and raising awareness of human rights issues around the world.

He has covered over twenty-five conflicts and worked in over one hundred countries. His work has been featured in the Louvre, the United Nations, and the Council on Foreign Relations, including in the collections of the Houston Museum of Fine Arts and the George Eastman House.

He has made short documentaries for ESPN, People Magazine, Médecins Sans Frontières, Asia Society and American Photography. Haviv’s music videos have been shown on MTV Europe and Sol Musica channels in Spain.

He was nominated for an Emmy for his documentary work. And its commercial clients include Ad Council, American Express, BAE, Canon USA, ESPN, IBM and Volkswagen.

https://www.ronhaviv.com/bio Coil: https://vimeo.com/75608473

About Associated Media
Mediassociates is an independent media planning, buying and analysis agency. He guides brands in planning communication campaigns with a focus on forecasting, measuring and optimizing business results. With the advertising landscape changing almost daily, Mediassociates proactively guides clients through the ongoing revolution in media and technology. Recent customers include Ariat, Mount Sinai Health System, The Centers for Disease Control, Catholic Relief Services, Yale New Haven Health System, Nordstrom’s Trunk Club, Eaton Corporation and Panasonic. Mediassociates has been named Inc. America’s 5000 Fastest-Growing Private Company for three years. For more information about Mediaassociates, visit www.mediaassociates.com.