Northwell Health debuts inspirational New Year ad campaign featuring centenarians
This holiday season, Northwell Health, New York’s largest health system, will unveil a new inspirational ad campaign featuring a cast of Northwell patients and other New Yorkers who have reached the milestone of having lived 100 years or more.
The campaign will run through mid-January 2024 in New York.
“Resolutions,” the 30-second commercial developed by the Movement Marketing firm StrawberryFrog and directed by Steve Mapp of production company FANCY Content, was developed to send a positive message about health and longevity and New Year’s resolutions through the eyes of centenarians.
“We wanted to spread a message of goodwill this holiday season and an emotional reminder of our successful ‘Raise Health’ movement,” said Joe Leston, deputy chief marketing officer at Northwell. “We have a unique responsibility in health care to support people in living the longest, fullest lives they can — to help give those we serve the opportunity to make another resolution year after year after year. The centenarians in this campaign inspire us with their wisdom and their wit and show us the importance of following your passions for a healthy and fulfilling life.”
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Northwell cares for some of the stars featured in the commercial, along with more than 2 million other patients it treats annually. As the world continues to reflect on 2023 and look ahead to 2024, Northwell and StrawberryFrog wanted to share the wisdom and insight from some of the world’s oldest living people.
“You should continue to always learn, even at 100 years old,” said Diane Volz, 101, a retired English teacher who was born in Berlin, Germany but now lives in Peekskill, N.Y. “You have to be sincere, disciplined and always tell the truth – even if it’s not always self-flattering – and you should always keep a positive attitude.”
“We wanted to do something completely different at this time of year when families and friends are getting together,” said Scott Goodson, founder of StrawberryFrog. “As the year comes to a close and the spirit of celebration fills the air, ads start pushing products, hawking toys and sweaters across tv screens and TikTok channels, assaulting our eyeballs. But 2023 marks change with the launch of ‘Resolutions,’ offering new champions for a healthier lifestyle. This commercial shares a poignant message, with a great twist: the centenarians don’t just celebrate their wonderful age, they’re planning on living for many years to come, despite age.”
Northwell has been recognized as an “age-friendly” health system by the Institute for Healthcare Improvement and The John A. Hartford Foundation for expanding geriatric care across the health system.
Among some of the steps that Northwell has taken to earn this recognition is having all its emergency departments achieve geriatric emergency department accreditation through the American College of Emergency Physicians; providing falls prevention education; developing a dementia memory care program and expanding its specialized fellowship training opportunities in geriatrics and palliative medicine in order to further educate the next generation of physicians.