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Mount Sinai South Nassau’s ‘Behind the Mask’ campaign portrays efforts of front-line staff


Who are the front-line heroes “behind the mask”?

Mount Sinai South Nassau has unveiled never-before-seen video footage of front-line staff sharing their compelling stories as they answered the call of duty to serve patients while juggling the challenges of personal and professional life throughout the Covid-19 pandemic.

The Oceanside hospital worked in collaboration with Altice, award-winning photojournalist and videographer David Handschuh and production company Spot On to produce a series of 30- and 60-second video vignettes titled “Behind the Mask.”

This footage of health care heroes and their patients sharing their insights and emotions during the height of the Covid-19 pandemic is now airing on News 12 and 20 other major stations and networks, as well as the hospital’s social media channels.

The hospital’s external affairs staff conducted interviews with more than a dozen front-line employees as part of an oral history project. A four-minute mini documentary is also available for viewing.

“The ‘Behind the Mask’ campaign salutes Mount Sinai South Nassau’s entire team of front-line workers,” said Dr. Adhi Sharma, Chief Medical Officer and Executive Vice President for Clinical and Professional Affairs, “and provides our region with an inside look at their valiant efforts to provide the care that our patients desperately needed during this extraordinary time.

“Our staff rose to the occasion to serve the community while putting themselves and their families at risk,” he added. “This unique project documents their professional and personal struggles.”

Donations raised from the campaign will support Mount Sinai South Nassau’s Covid-19 Relief Fund. Several hospital supporters sponsored the campaign, including:

* Gold Sponsors: Mount Sinai South Nassau Medical Staff; and Dover Group restaurants Coral House and Peter’s Clam Bar

* Silver Sponsors: Bartlett, LLP; Bethpage Federal Credit Union; The Central Orthopedic Group; and Signature Bank

* Bronze Sponsor: Squad Security

* Magenta Sponsors: Long Beach Nursing and Rehabilitation Center; South Shore Rehabilitation & Nursing Center; Breitstone & Co, Inc.; SeniorCare; Colon Rectal Surgery Specialists; Lewis Johs Avallone Aviles, LLP; ToneyKorf Partners, LLC; The Grand Pavilion for Rehabilitation and Nursing at Rockville Centre; Ellen & George Schieren

During the pandemic, the hospital boosted its capacity to more than 500 beds to care for the seriously ill patients who streamed into its Emergency Department and inpatient areas.

The full spectrum of the hospital’s clinical and administrative departments was completely overhauled to execute delivery of specialized, critical medical care tailored specifically to the needs of more than 1,380 Covid-19-positive patients it admitted and treated with serious and life-threatening illness.

“Behind the Mask” television spots began airing July 6 and will continue through July 26 during morning, afternoon and evening prime time hour commercial breaks on News12, as well as Bravo, TNT, TBS, USA, History Channel, Food Network, Nickelodeon, FX, ESPN, Cartoon Network, A&E, Comedy Central, CNN, Discovery, E, Fox News, HGTV, MSNBC, TLC and TVLand.

The spots contain a call to action for those wishing to make a donation to support the front-line. To learn more about “Behind the Mask” or to make a donation, visit southnassau.org/donate. You may also text “NURSES” to 80100 to make a $25 donation. The spots will also be available on the hospital’s YouTube channel —www.youtube.com/watch?v=bLr2yleewQk — and all social media channels @MountSinaiSouthNassau.

Courtesy Mount Sinai South Nassau; compiled by Briana Bonfiglio.