Unveiling a New Series: Motivational Tales Hidden Beneath Masked Facades
In a heartwarming display of dedication and resilience, the University of Rochester Medical Center (URMC) and UR Medicine affiliates have unveiled a new video series titled "Our Calling: Stories from Behind the Masks." The series, which will be introduced in a 30-second ad just before the half-time show during the Super Bowl on Sunday, February 13, is a local production that aims to reach thousands of people with messages of hope, resilience, and quality of care.
The ad, produced annually by the medical center, opens with Carletta Carter, a dedicated employee at Eastman Institute for Oral Health, singing a touching song. Carletta, who has worked at the institute for the past 22 years, oversees two clinics and helps hundreds of people in Rochester's underserved communities.
Carletta's career in dentistry began after a fateful incident at age 17, when she was hit in the mouth playing football. This life-changing event led her to pursue a career in dental care, and she now uses her skills to make a difference in the lives of others.
The ad also highlights Carletta's personal life, as she cares for her mother, who has Alzheimer's. The longer video of the Super Bowl ad includes a touching glimpse of Carletta with her mother and colleagues. The song Carletta sings in the ad is the same one she sings with her mother every morning.
The series will share the stories of employees like Carletta, who felt called to work in healthcare and what keeps them going, especially during tough times. Mark T. Taubman, M.D., the CEO of the Medical Center and Dean of the School of Medicine and Dentistry, believes that highlighting some of these stories is a way to share with the community the depth of dedication and commitment demonstrated by the employees.
The Super Bowl ad will run on television and online in Monroe, Wayne, Ontario, Livingston, Genesee, Orleans, and Yates counties. To view the video series, visit ourcalling.urmc.edu. Taubman stated that he feels privileged to work with thousands of people called to provide outstanding patient care, education, and research.
The ad was directed by Spike Lee, known for his powerful and moving filmmaking. The Super Bowl ad is just one example of the medical center's commitment to sharing the stories of its employees and the impact they have on the community.
