Brooklyn’s Kids Take Centre Stage at Maimonides’ New Paediatric ER

​Maimonides Health and creative and media AOR Partners + Napier have expanded their award-winning My Bklyn. My Care. platform to launch the new Maimonides Paediatric 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 honours 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.

“We know Brooklyn’s kids better than anyone, because we’re raising our own here,” said Sam Miller, VP of marketing and communications at Maimonides Health. “The day you rush your child to the ER is terrifying. But at Maimonides, you’re surrounded by neighbours — doctors and nurses who live in the same communities, send their kids to the same schools. And now, we have a new space that reflects the extraordinary care they provide every day.”

The 17,000-square-foot facility includes 34 private patient rooms, advanced technology, and the warmth and personality that define the borough itself.

“The My Bklyn. My Care. platform has always been about authenticity,” said Rob Kottkamp, CCO at Partners + Napier. “You can’t fake Brooklyn. Every moment in this campaign had to feel true to the people who live here — because they’ll know if it’s not. Maimonides doesn’t just understand Brooklyn; they’re part of it. That’s what gives the work its power.”

One of the campaign’s key moments is a cinema activation running alongside Wicked: For Good — connecting Brooklyn’s kids to one of the biggest stories on screen. Partners + Napier’s creative and media teams aligned the placement and idea to bring the message to life, 'When your kids can’t defy gravity, our new children’s ER will defy expectations.' It’s a celebration of Brooklyn — and the care that keeps it moving.

In addition to the cinema activation, the integrated campaign will primarily run across OOH, CTV, social, display, and OLV with select hyper-local print placements — reaching Brooklyn parents in contextually relevant spaces where they already turn for information and advice.