New York City-based Montefiore Health System kicked off its new "Caring Makes Magic" campaign with the launch of a short film following a young girl's journey to get care for her injured stuffed unicorn.
Montefiore's "Caring Makes Magic: A Holiday Tale" short film runs just shy of 2 1/2 minutes. The health system teamed up with ad agency Alto to create the film. Montefiore surgeons, physicians, anesthesiologists and pediatric specialists are featured in the film, according to a Nov. 23 Muse report.
The campaign will include outdoor ads in New York as well as social and digital efforts on TikTok and two full-page spreads in The New York Times. Montefiore also is creating replicas of the stuffed unicorn featured in the film, and each purchase will provide a unicorn to every patient at Children's Hospital at Montefiore, Muse reported.
"There's a magic to the holidays and to the medical care Montefiore provides. This film lives at the intersection of the two," Hannes Ciatti, Alto founder and chief creative officer, told Muse. "It creates another holiday icon for a brand that truly believes in justice in medicine and world-class healthcare being accessible to every child in New York and beyond."
Click here to view the short film.