Raise Health: "Master Pieces" - Northwell Health | Clapboard Ad Archive

Northwell Health’s Raise Health campaign Master Pieces launched in the United States in March 2025 as a compelling evolution in healthcare advertising, leveraging the power of storytelling to confront the longstanding gender disparities in medical research and treatment. Crafted by RSA Films, Strawberry Frog, and The Refinery, this film campaign employs a FORMAT#5 EXEMPLARY STORY approach that places the viewer in a museum where a woman navigates through iconic but incomplete statues of female figures, poignantly illustrating the gaps in women’s healthcare that have persisted due to a historically male-centric medical paradigm. The narrative reaches a visual and thematic crescendo as the protagonist aligns herself with the headless Winged Victory of Samothrace, symbolizing Northwell Health’s Katz Institute for Women’s Health as the force completing this picture and transforming the future of women’s healthcare. This alignment serves as a metaphor for Northwell’s commitment to filling in the missing pieces of women’s health through innovation, research, and specialized care. The campaign’s execution integrates advanced techniques such as 3D printing and CGI, bringing the statues to life and enhancing the immersive quality of the story, a collaboration made possible by the combined creative strengths of RSA Films, Strawberry Frog, Patriot Films, and The Refinery. Positioned strategically during Women’s History Month, the campaign not only amplifies Northwell’s leadership in the health category but also builds on the momentum of previous initiatives like Breaking the Mold, reinforcing the brand’s ongoing mission to rewrite the narrative around women’s health. The media mix spans broadcast TV, digital video, social media, out-of-home, and radio, ensuring broad reach and sustained engagement across multiple touchpoints. Clapboard rates this campaign 69/100 in its global creative archive. This campaign matters to the industry because it demonstrates how healthcare brands can use culturally resonant storytelling and innovative visual techniques to address systemic issues, signaling a shift toward more purposeful and socially engaged health communications.