NYC Health + Hospitals contracted our video production company to create a PSA for their campaign to recruit Psychiatrists in New York City.
The Story
NYC Health + Hospitals is the largest public health system in the country. In New York City, they provide 60% of the behavioral health services. They launched a campaign in 2025 to recruit new psychiatrists to their system citywide. We were brought on to create a PSA to tell the human story of this campaign. As Dr. Omar Fattal, System Chief, Behavioral Health Systems for NYC Health + Hospitals says in the film, “If you are passionate about behavioral health and believe in health care equity, there’s no better place to do this work than NYC Health + Hospitals.” After working on this piece with Chiefs of Psychiatry across their system, we agree.
The Process
- We kicked off the project with a series of calls with NYC Health + Hospitals communications and marketing teams.
- After that, we talked to Chiefs of Psychiatry across the system to understand what working at NYC Health + Hospitals was like.
- We honed in on a story, being a Psychiatrist at NYC Health + Hospitals is about giving back to your community and helping to strengthen the city as a whole.
- We filmed the PSA at four NYC Health + Hospitals locations.
- The suite of assets included three edits – a 2-minute Hero Video, a 60-second and a 30-second cut.
- We finished the piece with color grading, sound design and graphics from our in-house designer.
The Result
The NYC Health + Hospitals team posted the videos across their platforms during the summer and fall of 2025. Watch the short cut here on Instagram and here on their LinkedIn page.
The piece also played on Taxi TV and local NYC Media Channels.
The Behavioral Health team featured in the PSA became mini celebrities as their families, friends and colleagues spotted them on screens throughout NYC.
It was a joy for our team to watch the success of our PSA which focuses acutely on the compassion, care and dedication of this best in class healthcare team.
