Now What?

Visiting Nurse Service of New York offers state-of-the-art home health care
services, yet suffered from a lack of brand recognition and awareness.

The campaign zeroes in on the emotional vs. the purely promotional. 
Lubna's “Now What?” campaign showcases that “Oh Sh*t” moment
when caregivers, mostly women, suddenly realize they need help and
don’t know where to turn.

The tremendously successful contextual campaign running on taxis
and telephone booths literally puts VNSNY on the map.