We hear an announcer interact with someone playing basketballl and about to hurt themselves.
Philosophie
Research indicated that many consumers knew only that NUMC was a good hospital for emergency care. They were open to learn more. We created a campaign that capitalized on the high caliber and professional accomplishments of the hospital's physicians in a relevant, believable manner and tied NUMC closely to Long Island to appeal to the Long Island-centric consumer.
Problem
Nassau University Medical Center, formerly Nassau County Medical Center, was for many years considered the hospital of last resort. It was critical to Nassau County to turn the hospital around.