“In Honor of All the Brave Nurses, Now and Forever”

What started with a large mural/wallscape as part of a massive appreciation campaign that extends NYC’s Canyon of Heroes — our integrated campaign, includes Montefiore’s Nurses Week Mural, “Canyon of Heroes” video, COVID-19 microsite/Gratitude Page, COVID-19 Patient Discharge Videos, and more, all across print, digital, broadcast, out-of-home, and social (paid/organic). Efforts have garnered more than 2 billion in global reach, honoring our healthcare heroes while informing and educating our patients and community during this global pandemic. Our Nurses Campaign and Canyon of Heroes ran in tandem as a unique collaboration. Although quite different in concept and creativity, they represent two vital sides of our healthcare heroes. We knew they would work hand in hand as powerful, memorable tributes because there’s something authentically moving about each. How have our heroes been honored for decades in NYC? With ticker-tape parades along the Canyon of Heroes that have become part of our true cultural history. Where we’ve come together to champion veterans, icons, astronauts since the end of WWII. Right now, we cannot come together to celebrate in public. We cannot turn the Canyon of Heroes into the amphitheater of honor these healthcare workers deserve. We can’t throw a true ticker-tape parade – but we can throw one digitally. And we can equate their heroism with all those who have come before. We can let their bravery echo. We believe, and we’ve heard, that these campaigns resonate with New Yorkers in ways we never imagined. That they’re experiences, not just commercials, not just ads. They reverberate. Allowing us to all share in the triumph over adversity even through lockdown, through quarantine.