This campaign is designed to build the reputation of the Mount Sinai Health System with a series of messages aimed at critical influencers (doctors, donors, and thought-leaders) that focus on the major aspects of Mount Sinai’s mission. With the launch of the new health system, Mount Sinai’s reach into the community has been dramatically increased. Mount Sinai is a leader in developing a new model of health care which will change the future of medicine. The campaign also highlights medical breakthroughs and the remarkable medical care available at the Mount Sinai Health System. The advertising is unexpected, engaging, avoids the cliches that plague most hospital advertising and the results have been phenomenal.