Ayni Brigade Wins Four Awards

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Here’s how behavioral insights, smart strategy, human storytelling, and relentless focus on outcomes turned into some of the most effective healthcare campaigns of the year.

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Film/TV/Video Campaign of the Year — SILVER

When it comes to healthcare, women know what it feels like not to be heard in healthcare. “Hear You to Heal You” confronted that truth directly—and offered a different model: listening as a clinical intervention.

Shot in intimate close-up, real women told their stories unfiltered: the dismissed symptoms, the near misses, the diagnoses that should have come sooner. Their honesty became the campaign’s power, positioning St. Peter’s Health Partners and St. Joseph’s Health as places where women are respected, believed, and treated with dignity.

The results matched the urgency of the message. SPHP saw 12.7 million impressions, 67,000 clicks, and a 292% jump in mammogram requests. Pageviews rose 410%. SJH saw a 1,050% increase in appointment requests. One video generated nearly 7,500 clicks on its own.

“Hear You to Heal You” didn’t just perform—it shifted the conversation around women’s care.

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Data-Driven Campaign of the Year — SILVER

“Less is More” started with a simple human insight: most patients aren’t afraid of the procedure—they’re afraid of the pain, the recovery, and what it might take away from their lives. So, we built a campaign that showed what minimally invasive really means for real patients: less pain, less scarring, less downtime, and far more life regained.

The campaign lived everywhere—digital, social, OTT, print, radio, PR—using clear, data-backed storytelling to make robotic surgery feel accessible instead of intimidating. We tailored the message by procedure, optimized in real time, and kept the campaign pulsing year-round.

The impact was unmistakable. St. Joseph’s surgical volume jumped 42%. St. Peter’s climbed 3 it grew it at more than 380% the national average for minimally invasive surgery.

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Print/Out-of-Home Campaign of the Year — BRONZE

Purpose-Led Campaign of the Year — BRONZE

When Burdett Birth Center faced closure, it wasn’t a marketing problem—it was a community crisis. “Shine On” became a rallying call: a bold, testimonial-driven campaign that reminded Troy and Rensselaer County what was at stake.

The concept was striking beautiful portraits of new parents, newborns, doulas, midwives, and providers paired with an empowering message— birth isn’t one-size-fits-all, it’s personal, and it’s yours. No matter who you are or what your family looks like, Burdett is where you are seen, heard, and fully supported.

The campaign helped reverse the narrative. Midwifery visits rose 14.5%. OB visits increased 17.3%. Deliveries surged 25% year over year. Engagement topped 2.3 million impressions. And, most importantly, the community saw proof that Burdett wasn’t just open—it was essential.

“Shine On” didn’t save a birth center on its own. But it helped strengthen the case, rebuild trust, and illuminate the value of local maternal care when it mattered most.

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The Thread Through All Four Wins

Each campaign delivered for different reasons, but they share the same DNA:
Start with truth. Build with empathy. Execute with precision. Prove it with results.

Ayni Brigade’s four Ad Age wins aren’t just awards—they’re evidence that when creative honors real human needs, people listen, trust grows, and behaviors change for the better.