MUSE Silver

United States

2021

Northwell Health Honors Healthcare Heroes

Entrant Company

R&CPMK

Category

Branded Content

Client's Name

Northwell Health

Sub-Category

Entertainment (NEW)

As New York’s largest non- profit private employer and health care provider with 70,000+ employees, Northwell Health has been serving the needs of military service members for more than a decade providing elite health care services, employment opportunities and innovative solutions to veterans and their families. To help show their dedication and leadership position in serving the needs of active military and veterans, our team created an annual two- part musical event- Side By Side: A Celebration of Service by Northwell Health. We used the shared passion of live music and entertainment as the way in to tell Northwell’s story in the most impactful way bringing together huge musical talent and meaningful programming. The first annual event took place in 2019 over Memorial Day weekend during NYC’s Fleet Week which included a daytime event, open to the public and a ticketed benefit concert at night hosted at Radio city Music Hall helping raise over $1M in donations for military services. As plans were finalized for year two of Side By Side 2020, the COVID- 19 pandemic hit and Fleet Week was cancelled. Our team quickly repositioned the program and pivoted to digital engagement, highlighting the amazing work being done by Northwell and healthcare heroes. This year's program featured a live stream concert series with artist performances by DJ Questlove, Meghan Trainor and Gavin DeGraw and a primetime NBC TV special showcasing a Northwell documentary following a day in the life of healthcare workers and telling stories of hope and recovery. Our goals were to strengthen Side By Side’s mission, celebrating those who dedicate their lives to serving Americans, expand the platform from military and veterans to include first responders and healthcare heroes, and create an uplifting and entertaining (virtual) experience, leveraging musical artists and their social networks to generate awareness.

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