Its first float in NYC's gay pride parade also served as outreach for Montefiore Health System's services, including growing programs for transgender patients.
A float created by Montefiore Health System was featured in Manhattan's gay pride parade on Sunday. Staff from the Bronx, NY-hospitals have been marching in the parade for three decades, but this is the first time a float sporting the hospital's logo joined in the festivities.
In addition to supporting the LGBTQ community, the float also served as outreach for the hospital's services, including growing programs for transgender patients.
"We really felt that this platform of Manhattan pride that Montefiore as an institution can really promote these services, and let the LGBTQ know that we're here in the Bronx," Justin Toro, LMSW, a clinical social worker at the hospital's Adolescent AIDS Program, told local media.
The hospital's marketing department was critical in conceiving the float's design, which is part of an overall awareness campaign on "safe, compassionate, cutting-edge LGBT care," according to Stephen Stafford, director of communications and special projects at the hospital's Adolescent AIDS Program.
In addition to its adolescent AIDS program, Montefiore also operates a center for positive living / infectious diseases clinic, a plastic and reconstructive surgery and urology service line, and offers primary healthcare services to the LGBTQ community in a "safe and sensitive environment."
About 40 associates took part the parade, along with 250 guests or hospital employees. Signage on the float read "Your Home for LGBTQ Care" and directed parade spectators to the hospital's LGBTQ Care microsite.
The hospital marketing team covered the parade across its social media channels.
"We are having a great time at #Pride2016! Keep an eye out for our #DoingMore float!" they wrote on Facebook, along with several photos of staff, associates, and, of course, the float.
Marianne Aiello is a contributing writer at HealthLeaders Media.