SS+K Spot Captures Mount Sinai Health System's Relentless Spirit

SS+K has a breakthrough campaign called, We Find a Way that launched today for Mount Sinai Health System. It is a radical departure from any medical/healthcare advertising to date. Showcasing the real and raw images of the people who have kept this institution running through one of the most challenging and unprecedented pandemics in our lifetime.

This campaign is meant to compel New Yorkers and beyond to reconsider Mount Sinai as a leader in its field. SS+K wanted to celebrate Mount Sinai’s unique commitment to relentlessly advancing healthcare, which benefits patients everywhere. The campaign isn't the typical, clinical and anodyne health care campaign, the New York based agency wanted to tell the real human story. 

SS+K set out to capture this relentless spirit—and the tireless, creative, hard-working people that make this place so special. Throughout the campaign, we get to experience distinctive, human moments between the staff and patients through an unexpected, photojournalistic lens. The people captured in these compelling images are real. Their stories are illustrative of a place that goes far beyond what it means to be a hospital, and more what it means to be a positive force pushing medicine forward. 

Among the real world stories appearing in the Campaign was of a team of Mount Sinai surgeons performing the world’s first human tracheal transplant. The patient, 56-year-old Sonia Sein, is a social worker from New York City who had struggled with tracheal damage due to complications from asthma. Until now, no long-term treatments existed for these patients with long-segment tracheal damage, and thousands of adults and children died each year as a result. The complex surgery, which took over 30 years of research, involved a team of more than 50 specialists including surgeons, nurses, anesthesiologists, and residents. The surgery’s success is more important than ever, given the growing number of patients with extensive tracheal issues due to COVID-19 intubation.

”Working with Mount Sinai Health System, on their new brand identity and advertising campaign "We Find a Way" - allowed us to illustrate the raw and emotional determination it takes to prevail against the most demanding health and scientific challenges of our time. The tagline “We Find A Way” is meant to capture in simple, human terms the complexity of what the health system does to advance medicine and care for patients. It’s a message of optimism and reassurance that no matter the scale of the challenge, or how daunting the question, Mount Sinai will not stop until a solution is found or created,' said Stevie Archer, ECD SS+K. 

"SS+K's goal with Mount Sinai's first brand campaign (We Find a Way) was to make it real, authentic and distinctive. We wanted to tell the human story of the health system, its relentless and unique commitment to advancing health, the steadfast dedication of the staff and the hope it brings patients receiving breakthrough care. Mount Sinai is a storied New York institution that we believe people need to better understand," said Amy Frisch, managing director, head of client services, SS+K.