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Special Project

Special Project
From the 5th Annual Shorty Social Good Awards

Back The Front Line | Mount Sinai Strong

Finalist in Influencer & Celebrity


Mount Sinai is continuing to fight against the COVID-19 pandemic. As this disease is still prevalent in New York City, our clinicians remain committed to caring for patients and our researchers are continuing to develop therapies and search for a vaccine that can be used worldwide. 

This global health crisis has presented a host of challenges. The rapid influx of patients has resulted in a shortage of personal protective equipment, patient beds, and ventilators, to name a few. There's been a significant financial impact on our Health System to care for patients and support our staff not only with PPE and equipment that they need to care for patients, but also for services that will aid in their well-being. We embarked on this initiative not only to raise awareness but also to provide funding.

Strategy and Execution

Our strategic planning was brief given the urgency of the COVID-19 pandemic. Influencer marketing efforts launched within 24-hours on social media. We worked with various corporate partners, celebrities, influencers and Broadway stars.

Songs for Mount Sinai
Inspired by his surgery experience at Mount Sinai, actor Jordan Dean found himself wanting to give back to the staff who helped him when he was most in need. Along with co-founders Dan Amboyer and Kersti Bryan, The Clear Day Project reached out to Jordan's surgeon offering to tap into their network of artists and creators to bring messages of hope, joy, and thanks from the arts community to the Mount Sinai Health System.

Celebrity Influencers
The dtx company and their direct connection technology, Flowcode, was introduced to Mount Sinai. In collaboration, a grassroots fundraising effort was launched to support the frontline staff at Mount Sinai through celebrity and influencer social media posts, with a call to action to donate directly to Mount Sinai by scanning the Flowcode.

All In for Mount Sinai Virtual Poker Tournament
In collaboration with Discovery, Inc., a virtual poker tournament benefiting Mount Sinai was hosted on Twitch with influencers such as Bobby Flay, George Stephanopoulos, and Joy Behar.


Social Media Results
Posts: 2,574
Reach: over 350M
Engagement: 193,323
Video Views: 127,904


Funds Raised through social media efforts: over $1.6 million
New Donors: over 10,000

Press links of social media exposure:
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Video for Back The Front Line | Mount Sinai Strong

Entrant Company / Organization Name

Mount Sinai Health System


Entry Credits