Mount Sinai Healthcare System has partnered with director Faride Schroeder of MADRE to breathe life into their latest campaign, “We Find A Way.” This initiative targets the often-overlooked Chief Medical Officer in every family: the maternal figures.
In “We Find A Way,” Mount Sinai focuses on addressing women’s most significant health concerns through succinct, naturalistic films and nuanced performances. Schroeder’s direction brings an enduring warmth to this crucial message from Mount Sinai. Through subtle gestures, precise blocking, and camera movements, the films resonate as authentic, deeply impactful, and profoundly human. Each brief action serves as a poignant metaphor, highlighting the emotional burden carried by these familial pillars who often suppress their own emotions to safeguard their loved ones. With the support of Mount Sinai, this burden is alleviated.
“Heart” and “Cancer” find their visual essence in familiar settings, such as a family home and a neighborhood garden shop, illuminated by natural light. In “Heart,” a mother bids farewell to her son on his first day of high school, capturing the micro-grief she experiences as he walks away. This moment perfectly complements Mount Sinai’s message: “Advancing women’s heart care, because your heart has enough to deal with.” In “Cancer,” a woman grapples with complex emotions while on the phone with her doctor, only to find solace in gently stopping a spinning wind ornament.
Director Faride Schroeder shares her personal connection to the campaign, emphasizing the impact of social expectations on women’s health. She underscores the invisible labor of motherhood and caregiving, highlighting the toll it takes on women’s well-being. Through these films, Schroeder aims to convey the message that women deserve to prioritize their own care and that they are not alone. Mount Sinai serves as a steadfast ally, providing support and care during times of health crises.
MADRE, with its unique Latin perspective, brings a fresh approach to storytelling. Rooted in culture, the filmmakers infuse flair, attitude, and innovation into their work, focusing on excellence of craft.
“We Find A Way” is a testament to Mount Sinai’s commitment to women’s health and well-being. Published in the United States in February 2024, this campaign, created in collaboration with ad agency SS+K, spans digital and direct media, comprising two impactful assets.
