health education

Hospital Sets OOH Campaign To Help New Yorkers 'Stay Amazing'

 

The Mets aren’t the only “amazing” thing in New York these days.

Helping New Yorkers “Stay Amazing,” the NewYork-Presbyterian health system has launched an out-of-home/digital campaign chockful of tips and nudges for healthier living.

“The campaign is targeting all New Yorkers, encouraging them to make small changes to their daily routine to improve their health,” a spokesperson tells Marketing Daily.

Several of the 20+ OOH messages are pretty NYC-specific.

“Fifth floor walkup? Lucky you,” reads one, strategically placed right on such a building. “Climbing 5 flights of stairs daily can lower risk of heart disease.”

“New Yorkers sleep, in the city that doesn’t,” declares another. “7 hours of sleep can lower your risk of heart disease, type 2 diabetes, and high blood pressure.”

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Other contextual OOH placements in the Havas New York campaign include one placed on the side of a grocery store that touts how “a daily serving of leafy greens can help keep your brain years younger.”

To contextualize an appeal for pedestrians to strengthen their hearts by walking at a quick pace, the campaign has even incorporated live speedometers onto the outer sides of three bus shelters, one each in Manhattan, Brooklyn and Queens. “New Yorkers walk with purpose,” reads the copy.

In addition to the speedometers and some seven large-format billboards placed on the sides of buildings and such, the campaign includes programmatic OOH ads on 35,000 screens in places like gyms, restaurants and the subways. NewYork-Presbyterian has also taken over the screens within the popular Chelsea Market.

The campaign varies its messages through both contextual and behavioral targeting, based on such factors as time of day (e.g., morning commutes, coffee breaks) or the weather. “For example, if there is a high UV index on a particular day, the outdoor screens will have a message encouraging New Yorkers to wear sunscreen,” the spokesperson explains.

Digital banner ads include a rich media quiz that asks “Do you know how to become a healthier New Yorker?” One of the multiple-choice questions: “Limiting your screen time to ___ hours can boost your mental health, sleep and nutrition.” (The correct answer: 2 hours).

The quiz incorporates the same tips and statements being used in standard banner ads, covering such areas as practicing mindfulness to reduce stress, drinking eight glasses of water a day to maintain healthy blood pressure, and getting seven hours of sleep to lower the risk of heart disease and type 2 diabetes in addition to high blood pressure.

The campaign, which launched Sept. 23, is scheduled to run for a couple of months and then “evolve into a longer-term campaign into 2025 and beyond,” the spokesperson says.

 

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