Princeton Partners created a series of proactive wellness screening initiatives, designed to promote wellness and catch health issues in earlier stages before they became serious, and more expensive, health problems. The marketing message was simple—“Take Care New York.”Our Take Care New York campaign was the most extensive health-screen program ever executed in the city of New York. The advertising showed heartfelt depictions of loved ones helping each other and painted the image of a city that takes care of its own. New York City was united in a common goal of good health. The marketing, which featured NYC’s Big Apple, was produced in the 23 most-used languages and cultural styles, so every constituency would be included, and the message was supported by TV, street media, radio, print, transit, collateral materials and media and grassroots outreach.