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Mount Kisco's Northern Westchester hospital is a proud member of Northwell Health, formerly North Shore-LIJ Health System
The in-game spot will focus on a celebration of life, capturing the first babies born at Northwell Health hospitals. The spot also highlights the North Shore-LIJ’s name change to Northwell Health. The emotional ad underscores the health system’s critically important role in delivering more than 42,000 babies a year, accounting for about 17 percent of all births throughout New York State and one percent of the nationwide total.
“As the most-watched event on American television, the Super Bowl is a powerful venue to tell our story of innovation,” said Ramon Soto, Northwell’s senior vice president and chief marketing and communications officer. “Our new ad conveys our commitment to caring for these precious newborns and their families throughout their lifetimes.
The ad footage was shot seconds after the stroke of midnight on New Year’s Day, and features touching footage of new moms and their babies embracing for the first time. The first version of the ad, broadcast within hours of the birth on Jan. 1, has generated more than two million views through Northwell’s social media outeach.
“We are trying to take a different approach with our ads than other health care providers that feature testimonials of patients who've recovered from disease,” Soto said. “For us, this is truly a celebration of life. Where others may see them as just newborn babies, we see people whom we will be looking after and keeping healthy their whole lives. It's a much more positive way to tap into that emotion."
The entire cost of the ads was covered through a contribution from a Northwell Health trustee, who wishes to remain anonymous.
