In New York City this year, the famous Christmas windows known for their dazzling lights, rhinestone-encrusted décor, and breath-taking artistry, have an unexpected addition.
From Friday December 20 through Sunday, December 22, the window at 803 Madison Avenue was taken over by maternal and new-born health organisation, Jhpiego, with a moving, thought-provoking depiction of the real-life delivery room of Helena Paschal from Moshi Village, Tanzania. It’s not all about inspiring delight with luscious things to buy. It existed to inspire thought showing passers-by a powerful story of resilience, hope, and the transformative power of healthcare.
The installation and donation campaign, Life-saving Windows, was created by Grey New York, TANK Worldwide and Grey Health with PR companies, GCI Health and Fingerprint. Communications.
When Helena’s water broke, she was miles away from proper medical care. Without a trained midwife, she was forced to deliver her own baby and ultimately cut her umbilical cord with a kitchen knife. Tragically, her baby did not survive. Thanks to Jhpiego’s interventions, Helena’s second pregnancy had a dramatically different outcome. Her premature baby, Neema, thrived with proper care and was a healthy four-month-old by the following December holidays.
“This activation is a powerful testament to the life-saving impact of timely, accessible health care. By sharing Helena’s journey, we aim to honour the resilience of mothers everywhere. It is our call to action to everyone—to join us in building a future where no mother or child’s health is left to chance,” stated Dr Leslie Mancuso, president and chief executive officer of Jhpiego.
“To remind people of the importance of maternal health, statistics need to be relatable. So, we transformed numbers into real people by bringing to New York the story of Helena and disrupting the magic of the season with the reality of maternal care,” added Marty Martinez, chief creative officer of TANK Worldwide – part of Grey’s global Health network.
Credits
Client: Jhpiego
Client Team: Naomi Downey
Creative Agencies: Grey New York, TANK Worldwide, Grey Health
Management Team: Jillian Mastroianni, Jon Carroll, Marty Martinez & Mike Medeiros
Creative Team: Meetra Parwana, Fran Aguilar Inzunza, Sebastian Benitez, Maxence Schlenck, Genseric Boyle Poirier & Deniz Gurkan
Account Manager: Courtney Lombardi
Project Manager: Alissa Ziyad
Strategists: Stephanie Thuell, Christine Gamble & Abby Ness
Communications Managers: Vonda Lepage
Communications Manager: Christie Giera
Production Managers: Nicole Bove. Marie-Michele Lanoix, Jason Jasso
Production Company: Townhouse
Chief Production Officer: James Mcpherson
Executive Producer: Lauren O’driscoll
Producer: Jake Sharkey
Production Company: Frequency Films
CEO & Managing Partner: Karl Nickoley
Executive Producer: Jody Montoya
Production Manager: Jem Bollozos
Coordinator: Rose Nordberg
Director of Photography: Steele Rutherford
PR: Fingerprint Communications
PR: GCI Health
