CLIENT
Northwell Health
Ramon Soto, CMO
Joe Leston, Deputy CMO
Jennifer Nelson, VP, Brand
Katherine Egan, Senior Manager, Brand
Gaitree Ricknauth, Senior Program Manager, Brand
Don Simon, VP, Integrated Marketing
AGENCY
Scott Goodson, CEO
Tyler DeAngelo, CCO
Dan Langlitz, Managing Director
James Rogala, Group Creative Director
Alison Demos, Group Strategy Director
Amy Nicholson, Creative Director
Mandy Hoveyda, Creative Director
Brooks Hess, Associate Creative Director
Courtney Harris, Associate Creative Director
Stephen Girasuolo, Associate Creative Director
Ellen Obletz, Account Director
Isabella Novack, Account Executive
Jillian Abbott, Group Project Director
Madisen Anderson, Project Manager
Linda Rafoss, Producer
Venessa Merrin, Business Affairs Director
FANCY Content
Mackcut
SUMMARY
To establish Northwell’s leadership in fighting gun violence, we shifted the conversation from ownership to access, and found a way to focus on gun safety that anyone could adopt. We created an empowering, practical approach to help break the taboo of talking about guns, and change the “drop-off” conversation among parents. Our “Doesn’t kill to ask” theme-line motivates people to embrace an awkward conversation to potentially save a life. Those exposed are 2.5 x more likely to ask if there’s an unlocked gun in the house vs. unexposed.
