The Annual New York Cares Coat Drive is New York Cares’ flagship program and one of New York City’s most recognizable charitable events. The New York Cares Coat Drive campaign urges New Yorkers to donate a gently used coat or funds to provide coats for New Yorkers in need. In its 28th year, the 2016 campaign made a shift visually. The message about Text to Give was the prominent call to action and resulted in an increase in financial donations.
I was in charge of creating the event branding, as well as executing the design. I designed print ads, digital ads, promotional materials, and videos for Times Square screens among other locations. I was part of the team brainstorming the campaign and I executed every part of it from start to finish.