The goal of New York Cares' Be the Someone campaign was to generate awareness and volunteer recruitment. Appealing to the common phrase of, "Someone ought to take care of that," we urged New Yorkers to be that someone. In a fast-paced New York life, it is easy to think that others should step up and make a difference, but this campaign gives examples of ordinary New Yorkers who have taken that step. We shared their stories and their inspiration for becoming New York Cares volunteers in order to show others that although no-one can do everything, everyone can do something. The campaign ran for three months throughout the summer of 2016 with flagship placements at Times Square and throughout the five boroughs, both on social media, online and print publications.
I was in charge of executing the visuals for the Be the Someone campaign. The campaign included print and digital assets, as well as videos for all locations including Times Square screens.