Montefiore Einstein Connects Cancer Detection to Bronx Breaking Scene (US)
Bronx-based Montefiore Einstein Comprehensive Cancer Center has unveiled a unique campaign linking the borough’s iconic breakdancing culture to cancer detection. The campaign features a two-minute film highlighting the parallel between the birth of break dancing in the Bronx and the early detection of cancer in patients. The film made its debut during the Paris Olympics opening ceremony broadcast.
To further amplify the message, Montefiore has created a striking outdoor mural featuring renowned break-dancer Alexis Holguin on 8th Avenue, NYC.
Additionally, the healthcare provider is collaborating with dance house Nemesis to establish a breakdancing school in the Bronx, fostering the next generation of breakdancers while elevating the borough’s standing in the global dance scene.