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 of cash donations. The campaign ran for 50 days throughout the winter of 2016 with flagship placements at Times Square and throughout the five boroughs, both on social media, online and print publications.
Eivor was in charge of creating the event branding, as well as executing the design. She designed print ads, digital ads, promotional materials, and videos for Times Square screens among other locations. Eivor was part of the team brainstorming the campaign and she executed every part of it from start to finish.