"Any Given Moment"

New Ad Campaign Reflects Medical Center’s Focus on Excellence

In October, NYU Langone Medical Center launched Any Given Moment, an institutional advertising campaign that captures and conveys some of the most powerful, intimate, and uniquely human experiences to emerge from our Medical Center. These messages focus on just some of the institution’s clinical and research strengths, including neurosurgery, rehabilitation, cancer care, nursing, and translational science. The “given moments” are all real stories, chronicled in photojournalistic style by Larry Fink, a distinguished documentary and fine arts photographer. More than 60 of his prints are in the permanent collection of The Museum of Modern Art.

The ads will appear in newspapers and magazines—including The New York Times, The Wall Street Journal, New York magazine, and The New Yorker—on billboards, buses, and bus shelters, and online. Long in the planning stages, the campaign follows the recent U.S. News & World Report “Best Hospitals” honor roll ranking for NYU Langone. This is no coincidence. “Right now the Medical Center is going through an exciting transformational period, with many breakthrough initiatives taking place,” notes Dean and CEO Robert I. Grossman, MD. “This is the perfect time to get our name out in the marketplace in a big way.”

One of the “moments” portrays the story of Scot Abrams, a New York City police officer injured in the line of duty. When he arrived at NYU Langone, he was paralyzed from the shoulders down. Thanks to spinal surgery performed by Dr. Anthony Frempong-Boadu and Dr. Michael Murray and intensive rehabilitation coordinated by Dr. Jung Ahn, Abrams walked out of the Rusk Institute of Rehabilitation Medicine on his own two legs, just three months after he had arrived. Two years later, he is scuba diving again and just took his wife and two-year-old son on their first family vacation since the accident.

Magda Kristoff, another patient featured in the ad campaign, still remembers the first day she came to NYU Langone Medical Center’s Clinical Cancer Center. During the photo shoot, she spoke about how, upon meeting her surgeon, Dr. Harvey Pass, she knew she had come to the right place. “Once we began speaking,” Kristoff recalls, “I knew for sure that this was where I would be treated. Dr. Pass turned my fears into belief that I would be fine.”

The ad campaign will run through mid-November and resume in early 2010.

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