Patient Care

New Video Series Features Inspirational Stories from Behind the Masks

Feb. 9, 2022

When Carletta Carter got hit in the mouth playing football at age 17, it was just the beginning of her journey—and her calling—to a career in dentistry.

Our Calling: Stories from Behind the Masks is a new video series that shares the story of Carletta—along with other University of Rochester Medical Center and UR Medicine affiliate employees—about how they felt called to work in healthcare and what keeps them going, especially during tough times.

The heartfelt series can be viewed at and will be introduced in a 30-second ad just before the half-time show during the Super Bowl on Sunday, February 13.

“I feel privileged every day to work with thousands of people called to provide outstanding patient care, education and research,” said Mark T. Taubman, M.D., CEO of the Medical Center and Dean of the School of Medicine and Dentistry. “Highlighting some of these stories is a way to share with our community the depth of dedication and commitment demonstrated by our employees.”

After her injury, Carletta wanted to become a dental assistant. Part of her training was done at Eastman Institute for Oral Health, where she’s proudly worked for the past 22 years, helping hundreds of people in Rochester’s underserved communities. Today, she oversees two of Eastman Institute’s clinics, while also caring for her mother, who has Alzheimer’s.

The Super Bowl ad opens with Carletta singing. It’s the same song she sings with her mother every morning, and in the longer video, viewers will see a touching glimpse of them together at home, and also with her colleagues, who Carletta says both play a big part in keeping her motivated.

Each year, URMC produces a local ad during the Super Bowl as a way to affordably reach thousands of people who are patients, as well as the health system’s faculty and staff with messages of hope, resilience and quality of care. This year’s ad will run on television and online, and supported by social media in Monroe, Wayne, Ontario, Livingston, Genesee, Orleans and Yates counties.