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Some will cheer for the Chiefs, some for the Buccaneers in Sunday’s Super Bowl. But everyone can cheer for the health care workers who have responded with unending dedication amid the COVID-19 pandemic, and the community that has supported them.

That’s the message of a 30-second spot UR Medicine will air locally during the game. It acknowledges the hard work by the health system’s faculty and staff, who have treated thousands of COVID-19 patients in inpatient and outpatient settings over the past year.

“Airing an ad during the Super Bowl presents us with a great opportunity to reach many of the people served by UR Medicine at once, as well as many of our faculty and staff,” said Karl Withers, associate vice president of Marketing. “Because a local ad is a small fraction of the cost for national advertisements, it gives us an affordable way to reach a large audience and acknowledge the Herculean effort by so many at URMC, and to offer some encouragement to the communities we serve. As the ad says, ‘When the world fell apart, you came together.’”

The ad will run in Monroe, Wayne, Ontario, Livingston, Genesee, Orleans and Yates counties. It notes the losses of the past year, but also the courage, resilience and hope that we have found during the course of the pandemic.