A non-profit organization turns to outdoor advertising to promote their campaign to eliminate hunger among the less fortunate living in the New York City area. Explore this case study in detail
City Harvest’s main goal was to promote their “Skip Lunch, Fight hunger” campaign, a one day initiative that asks individuals to donate what they would normally spend on lunch to help feed NYC’s hungry kids and family
The organization used a media mix of 1-sheet subway posters saturated across New York City’s subway stations.
City Harvest decided that out-of-home had the perfect media to reach the millions of NYC subway riders.
Given the current economic climate, City Harvest feared that many of their corporate teams would not return to participate in the fundraising initiative. However, they received more than 35% new team sign ups from across the city.