We built the campaign around a simple truth: The holidays in New Jersey are defined by the people who keep its traditions alive. Instead of service-line messaging or clinical talking points, the work uses emotional, highly local storytelling to show why health matters during the season. Filmed in Nutley, Clifton, and Montclair with an entirely New Jersey cast, the hero film captures scenes that feel unmistakably local, from an Italian family gathered around the feast to rival football fans to a diner order of Taylor Ham. These moments serve as cultural shorthand for the community RWJBarnabas Health supports every day.