Northwell Health Blends Classic Art and Health Care for International Women’s Month

A new campaign from New York independent agency StrawberryFrog is helping to rewrite women’s health history, highlighting what is missing through a strong health care solution from Northwell Health’s Katz Institute for Women’s Health.

For centuries, medical findings have been based on male-oriented research, resulting in women’s health care being incomplete. Timed to coincide with Women’s History Month, this new campaign uses the power of art to illustrate how history has left women’s health incomplete - and how Northwell’s Katz Institute for Women’s Health is leading the charge to change that.

“We aren’t just talking about change - we’re making change happen,” said Stacey E. Rosen, MD, senior vice president, Women’s Health, and executive director, Katz Institute for Women’s Health. “For too long, medicine has taken a one-size-fits-all approach, even though women’s bodies and health needs are fundamentally different. The Katz Institute for Women’s Health is dedicated to closing these gaps and ensuring women receive the care they deserve.”

A hero spot, 'Master Pieces,' sees a woman walking through a museum, viewing well-known historical statues of women that are damaged or left incomplete, while the voiceover recognises the gaps in women’s health care. In a powerful moment, the woman steps forward, aligning herself with the headless Winged Victory of Samothrace, symbolising how Northwell is helping to complete the picture of women’s health. The spot concludes with a compelling fact: more women choose Northwell than any other health system in New York .

“With ‘Master Pieces,’ we use powerful storytelling to expose gaps in care and demonstrate how Northwell leads the way in transforming women’s health care,” said Ramon Soto, chief marketing and communications officer at Northwell Health. “This campaign extends our ‘Raise Health’ movement and a bold call to action for better health for all women.”

The campaign was brought to life through a collaboration between StrawberryFrog, Northwell’s agency of record, production from RSA Films and Patriot Films, and visual effects from The Refinery. The statues of the Winged Victory of Samothrace and The Venus de Milo were created using 3D printing, and The Three Graces was brought to life by using CG. 'Master Pieces' builds upon the foundation set by Northwell and StrawberryFrog’s 2021 campaign, 'Breaking the Mold,' that addressed how many research studies and treatment protocols were historically designed around the male body. This latest campaign continues Northwell’s mission to rewrite the narrative of women’s health care. The campaign will run across multiple platforms, including broadcast TV, digital video, social media, out-of-home (OOH) advertising, and radio, ensuring widespread visibility for this crucial message.

“To bring the revolutionary work Northwell is doing in women’s health to life creatively, we had to find a way to tell that story in a big way. We found our muse, or muses, in some of the most iconic and historic female statues. Once we realized the parallel they provided to the story we wanted to tell, it wrote itself from there,” said Nick Sonderup, chief creative officer.