Maimonides Health Delivers a Love Letter to Brooklyn

Maimonides Health, Brooklyn’s largest healthcare system, is partnering with creative and media agency Partners + Napier to launch 'My Bklyn. My Care.,' an integrated program that cements Maimonides’ position as the health system that knows Brooklyn best, highlighting its deep roots in the community, its high-quality and accessible care as well as its appreciation and shared pride for its diverse neighbourhoods.

“Maimonides has been a cornerstone of the Brooklyn community since 1911, and this work is our love letter to Brooklyn,” said Kenneth D. Gibbs, president and CEO at Maimonides Health. “We’re incredibly proud to offer clinical specialties that rival the best in the country, with staff who know and care deeply about the community they serve. With this work, we’re showcasing our clinical excellence through the real providers and real facilities where we deliver care. We want to show that the best way to care for Brooklyn is to love Brooklyn, and that’s what we do every day.”

Brooklyn is one of the most diverse communities in the US, home to speakers of more than 200 languages with more than 50 percent of residents speaking a language other than English at home (Brooklyn.org). Audience research showed that as culturally different as its neighbourhoods may be, there is a palpable sense of pride that unites them. 'My Bklyn. My Care.' highlights the incredible diversity and shared understanding of the Brooklyn community, reminding people about Maimonides’ outstanding Cancer Center and its new Emergency Department in Bay Ridge, while also nodding to their expertise on the best deli in Midwood, and that their doctors and nurses are Brooklynites, too.

To reach the greater Brooklyn community while prioritising key segments, media strategy focuses on broad-reaching channels such as TV, streaming audio, social media, and OOH in major, walkable, neighbourhood centres, with more culturally specific print and radio advertising in Arab, Asian-American, Black and Afro-Caribbean, Hispanic, Jewish and Russian communities.

“We’re proud of this work because it’s not just about healthcare, it’s about community,” said Rob Kottkamp, chief creative officer at Partners + Napier. “We’re moving away from the overproduced standards of the category in favour of showing the real people of Maimonides, the real Brooklynites who know this community best. Because it’s the people, their backgrounds, and their pride for Brooklyn that make care at Maimonides really special.”