Most hospital advertising dramatises a patient’s suffering as a means of grabbing attention. Since NYP has been voted best hospital in New York for 21 years in a row, we built off this winning essence and leaned into celebrating patients thriving. Basically, positioning NYP as a performance brand. So, we moved their long-running campaign emphasising the hospital to simply ‘Stay Amazing,’ a rallying cry that speaks directly to all New Yorkers to manage all aspects of their health journey with a partner for life.