Volunteering. Good for you. Good for your city.
An ad campaign is born
What began as a pro bono partnership with Sid Lee, birthed the NYC Service tagline, "Volunteering. Good for you. Good for your city."
The initial campaign launched in subways and bus shelter spaces in October 2014. The campaign successfully increased the agency's brand awareness across radio, television, out of home advertisements, and online media.
Taking an idea and running with it
Volunteering is good for you - there's research to prove it! Volunteering is also good for your city, ask any nonprofit. The initial campaign started with subway ads through New York City, and with some strategic planning and concept development, it became a citywide campaign.
My Part
- Campaign concept development
- Digital communications strategist
- Internal and external liaison
- Legal coordinator
- Production management
- Copy writing and editing
- Social media management
- Press relations
- Analytics tracking
- Casting
- Event coordination
- Video production
Goal
Aligning with the mission, we set out to inspire New Yorkers to volunteer in three target areas of need: mentor youth, support seniors, and give time to hunger-related causes.
Strategy
Populating the website with actionable volunteer opportunities. Leveraged partners, social media audience, and advertisements to capture the attention of New Yorkers.
Execution
Track and analyze the success of the campaigns across digital platforms. Measure the success, examine pits and peaks, and adapt the future strategies to your audience.
Building on the hype
- Get more nonprofits to post opportunities
- Direct New Yorkers to area of need
- Create an easy, accessible, and fun way for people to connect to the community.
Public Service Announcements
On the radio
In the back of your taxi
On your T.V.
Listen here
Listen here
