When Manhattan’s major hospital systems began expanding into Brooklyn, Maimonides faced a new kind of rivalry—one that threatened to overshadow a century of caring for the borough. To defend a hospital deeply woven into the fabric of its neighborhoods, Maimonides partnered with Partners + Napier to meet Brooklynites where they were at, and proving world-class care lives on their block. The idea centered on a simple truth: real Brooklyn trusts real Brooklyn. “My Brooklyn. My Care.” put real residents and staff front and center, meeting people on their daily routes —bodegas, barbershops, subways, and phones.
They outsmarted the big hospitals with hyper-targeted, street-level OOH paired with an emotionally driven, culturally anthemic video. By putting real Brooklyn in the center and rooting the campaign in authentic local voices, Maimonides reclaimed its position in the community, reminding Brooklyn that world-class care has always been right here at home.
