The Brief:
Change perception and spark a positive conversation about the value of the United Nations in NYC.
The Idea:
“We are the city of United Nations”, a high-level pathos appeal extended to the people of New York. The U.N. and NYC share a vital belief: we can build a better world through diversity, inclusion and understanding.
The Execution:
We built a grassroots social campaign, complete with guidelines and content that gained over 90M impressions in the first 90 days. Phase 2 consisted of bus ads across the city of New York and is still ongoing.
