Hearst Launches Cross-Platform Storytelling Initiative, Focuses on Healthcare Workers

Hearst Magazines has launched a print and digital portfolio across its collection of brands, turning the spotlight on healthcare workers at New York-Presbyterian Hospital.

The 17 profiles of doctors, nurses, paramedics and environmental services staff were culled from two days — April 9 and 10 — spent at the hospital, during which Hearst's editorial staff was granted access to their day-to-day lives amid the COVID-19 pandemic.

The portfolio, which will appear across 13 Hearst brands including O, The Oprah Magazine, Prevention, CosmopolitanEsquire, Town & Country, Harper’s BAZAAR and Good Housekeeping, includes interviews, photos and videos acrossprint, digital and social coverage.

The coverage launched this morning at 7 a.m. during the morning shift switch, with social-media coverage planned to coincide with Thank You Hour at 7 p.m. through the hashtag #healthcareheroes.



One profile focuses on emergency-medicine physician Andrew Amaranto, who told Hearst: “I remember distinctly, I was driving to work from New Jersey, crossing the George Washington Bridge. It was March 1, and I got a call from infectious disease at the hospital that we had cases of what we’re calling ‘community acquired COVID,’ meaning these are not travelers, these were folks from the community.”

Eugenio Mesa, an environmental-services worker, told staff about his first days going into rooms of the infected.

“My supervisor called me to the side and asked me if I have a problem going into these rooms. I said, ‘No, I have no problem. As long as I have the proper PPEs and the proper equipment to go into rooms, I wouldn’t mind to go in.’ If that was me in that bed, I would like people to come inside and, you know, clean for me,” says Mesa.

Men’s Health is slated to run three images from the series as a split-run cover in its June issue. 

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