Mount Sinai Health System | Frontline
Supporting the front line
fighting COVID in real time
When the COVID-19 pandemic struck, Mount Sinai Health System was at the epicenter. While the news hailed their frontline workers as heroes and warriors, the reality was that underneath all the PPE, they were parents, partners, siblings and loved ones—giving their all to fight for ours. Using that insight we created the Back the Frontline text-to-donate campaign to encourage the community to provide much-needed support to those fighting around the clock.
:30 spot
When every second counted,
collaboration was key.
Direct access to Mount Sinai frontline staff and locations were out of the question and speed was of the utmost import. So we worked closely with the Mount Sinai team to quickly source personal photos and information from employees across their health system and launch the integrated campaign in just two weeks.
