The Christine Quinn mayoral campaign released their second television ad on Tuesday, this time tugging on the heartstrings of the viewing public.
The approach is a relatively new one for the candidate often seen as a savvy political strategist, more calculating than sentimental.
The ad is narrated by Levia Prieto, the mother of a young man named Manny Lanza who died at age 24 waiting for insurance coverage.
According to the Quinn campaign, Lanza worked 50 hours a week at a fast food restaurant but did not have insurance or qualify for Medicaid. He had a serious brain condition that causes swollen blood vessels and seizures, and was referred to a local New York hospital but reportedly denied treatment because he did not have insurance.
He died in his sleep before he could get the surgery he needed.
In the ad, Prieto described what happened after her son's death.
"The phone rang and it was Christine Quinn," she said. "And Manny became Manny's law."
Manny's Law required city hospitals to come up with comprehensive financial aid plans for uninsured and underinsured patients. It is part of the Patient Information Act, the first piece of legislation she introduced after becoming City Council speaker.
Her campaign said her advocacy resulted in the state law that now requires hospitals to post notices in multiple languages informing patients of available financial resources, and that she and the City Council subsequently "conducted vigorous oversight" to make sure all hospitals did so.
"She refused to let another family suffer," Manny's mother continues in the ad. "And because [of] Christine Quinn, Manny didn't die in vain."
"I love her for that," she concludes.
Follow Danielle Tcholakian on Twitter @danielleiat