The Nation's Health + [Public Awareness]

New Ads for NewYork-Presbyterian Feature Special Ops Officer

NEW YORK, NY—As one of the nation’s top academic medical centers, NewYork-Presbyterian Hospital is well known for the latest in innovative clinical research and advanced medical treatments. What was not well understood, however, was the way its doctors, nurses and staff routinely go above and beyond to care for their patients before, during and after surgery. In fact, many people believed quite the opposite was true. This esprit de corps is critical to what these individuals do every day, and has resulted in countless incredible medical outcomes for patients and their families.
To showcase this remarkable standard of care, Munn Rabôt asked real patients to share their inspiring stories in television commercials for NewYork-Presbyterian as part of the hospital’s “Amazing Things Are Happening Here” campaign, introduced in 2011. To select patients, Munn Rabôt uses a comprehensive screening process where patient cases supplied by the hospital are reviewed, and patients are then interviewed in consideration for the final filming of the ads. In order to truly emotionally engage the viewer with these stories of extraordinary personal and medical care, we use 60-second ads so that these narratives can completely unfold.

As we’ve learned throughout the duration of the “Amazing Things” campaign, no two stories are the same, and any patient could have an unbelievable experience to share. One such patient we met who had a compelling story was retired Lieutenant Colonel John O’Brien. Now 52, John had served four tours as a Special Operations officer in the Middle East. The recipient of a Purple Heart and a Bronze Star for his service to his country, John is without a doubt an American hero—but not without a cost.
As John explained during our in-depth interview, the horrors seen during war can leave both the mind and the body ravaged. Over 500,000 United States participants in the Middle East conflicts may suffer from Post-Traumatic Stress Disorder (PTSD), and John O’Brien is one of them. As Munn Rabôt’s CEO, Orson Munn, states, “Many of these individuals are severely wounded, and, while it is not as apparent as a missing limb, having PTSD can be just as crippling and disabling.”
Confronting the terrors of war—especially when returning home after four tours—takes an entirely new kind of bravery and courage. NewYork-Presbyterian Hospital has been working diligently to pioneer new medical and virtual therapies to help those with Post-Traumatic Stress Disorder. According to Munn, once he heard that the hospital was leading a clinical trial to help returning soldiers cope with PTSD, he “wanted to get the word out” because “these people have served our country to protect our freedom—the least we can do is give them the help they need and the support they deserve.”
NewYork-Presbyterian will launch five advertisements beginning April 29th accompanied by an online microsite featuring retired Lieutenant Colonel John O’Brien and his medical team, Drs. JoAnn Difede and Judith Cukor. With these unique ads, NewYork-Presbyterian and Munn Rabôt draw awareness to the common biases associated with seeking mental health treatment. Lt. O’Brien unmasks the stigma associated with PTSD treatment—the perception that seeking therapy means you’re “weak.” In the candid, engaging manner that the “Amazing Things” campaign is known for, John explains his struggles with PTSD and his treatment at NewYork-Presbyterian: “[It’s] brought me to a point in my life where I can really start to move on and do the things I want to do.

About NewYork-Presbyterian Hospital
NewYork-Presbyterian Hospital ranks #7 on U.S. News & World Report™’s Honor Roll of America’s Best Hospitals. The institution is comprised of two acclaimed medical centers, NewYork-Presbyterian Hospital/Columbia University and NewYork-Presbyterian Hospital/Weill Cornell Medical Center and is affiliated with two Ivy League medical institutions, Columbia University College of Physicians and Surgeons and Weill Cornell Medical College.
About Munn Rabôt, LLC
Founded in 1995, Munn Rabôt is a full-service advertising agency based in the Flatiron district of Manhattan. The agency is renowned for its work with clients like the New York Philharmonic, BMW Motorcycles, Bessemer Trust, Citigroup Private Bank, Land Rover of North America, the New York State Department of Tourism and Emory Healthcare, among others.