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Maimonides Health: Growing Up
Maimonides Health and creative and media AOR Partners + Napier are expanding their award-winning My Bklyn. My Care. platform to launch the new Maimonides Pediatric Emergency Department, the borough’s only standalone children’s ER. The campaign reflects the people, places, and community pulse that Maimonides has served for generations — this time through the eyes of its youngest Brooklynites and their parents.
Inspired by the way Brooklyn kids grow up — where tradition and heritage meet the energy of the block, a corner store BEC is a rite of passage, and sidewalks double as stages — the work honors a childhood where independence and togetherness collide like nowhere else. Shot both inside the hospital and throughout the borough, it features real Maimonides physicians and nurses interacting with families — handing a ball to a kid on the street, helping a parent get her stroller down the subway stairs, and caring for that same child in the ER.
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