Havas helms NewYork-Presbyterian’s new patient story

Nonprofit academic medical centre NewYork-Presbyterian launches its latest Stay Amazing patient story, created by Havas and Prose on Pixels featuring oncology patient Danielle and her oncologist Dr. Wiechmann. 

Spanning TV, social, digital, OOH, print, and radio, the initiative shares Danielle’s extraordinary journey from cancer to IVF to new mother in remission. 

The campaign highlights NewYork-Presbyterian’s holistic oncology care, which treats not only the cancer but everything the cancer can affect. Danielle’s story illustrates that philosophy: from fertility support that allowed her to undergo IVF before treatment, to participating in a groundbreaking clinical trial, she represents the kind of complete, personal care NYP delivers.

“Collectively our organisations believe that how we produce our stories is just as important as the stories themselves. Our new Stay Amazing oncology campaign reflects a new era of storytelling – one that is faster, more collaborative, and deeply human,” said Devika Mathrani, Chief Marketing and Communications Officer, NewYork–Presbyterian. “By bringing together strategy, creative, media and production from the start, we’ve created a model that mirrors the integrated, patient-centred care that NewYork-Presbyterian delivers every day and elevates the creativity, quality and impact of our work.”

To create the campaign, Havas and Prose on Pixels (POP) operated as a fully converged team, putting content at the core. Instead of the traditional linear model, where strategy, creative, and production hand off work in sequence, the entire team – from creative to CX to production – sat at the same table, receiving the same brief at the same time. Leaning in to the think, make, deliver approach - reducing time and unnecessary steps to hand off at each phase.

This approach, championed by Devika Mathrani, Chief Marketing and Communications Officer at NewYork-Presbyterian, is designed to deliver speed, quality, and value without sacrificing craft. The oncology campaign was fully concepted, shot, produced, and edited entirely within Havas and POP, with Executive Creative Director Taras Wayner leading creative and Perry Kornblum leading production.