MTA
MTA’s previous ‘If You See Something, Say Something’ security campaign focused on a fear-based approach. Our strategy for the refreshed campaign used real New Yorkers to tell personal stories of what happened when suspicious activity is reported across the MTA system.
“New Yorkers Keep New York Safe” 360 Campaign - centered on community heroes, brave everyday New Yorkers who took a moment out of their hectic lives to alert authorities of potentially life threatening events. My role was pivotal at creating messaging and design synergy across multi-channel initiatives while leading a 10-day video shoot throughout New York’s in-system, including LIRR, Bus, Subway and more.
Culminating with the launch of Five (5x) TV Spots, Grand Central Terminal Event, Website Launch, Social Media, Digital and OOH take over across all of MTA’s in-system.
New Year’s Eve Experiential Activation - building on the new campaign, we spearheaded an experiential initiative during the night of the year when alertness needs to be highest – the New Year’s Eve Ball Drop.
Drawn on the new campaign slogan ‘New Yorkers Keep New York Safe’ - we encouraged attendees in Times Square to text selfies with the keyword KeepNYSafe. These images would appear in realtime on NYC’s largest digital screen during New Years Eve. The program integrated each participant within the campaign and served as a reminder of how easy it is to report suspicious activity.