NYCCHR

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NYCCHR

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WE DROVE WEBSITE VISITATION AND EARNED MEDIA FOR NYC COMMISSION ON HUMAN RIGHTS

As COVID-19 reached New York City, Asian and Pacific Islander (API) New Yorkers were subjected to heightened levels of bias, discrimination, and harassment due to fear and misinformation about the virus. To bring attention to this unique moment, the Commission partnered with Public Artist in Residence Amanda Phingbodhipakkiya on “I Still Believe in Our City,” a public awareness campaign and art series that educated New Yorkers about COVID-19-related discrimination facing API New Yorkers, affirmed that API New Yorkers are a vital part of New York City, and that API communities stand with the Black Lives Matter movement.

INSIGHTS

RESULTS

348M

Press Impressions

2.2K

NYCCHR website visits

10K

ISTILLBELIEVE.NYC website visits

SOURCE: NYC COMMISSION ON HUMAN RIGHTS

DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS.  WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.   

STRATEGY & TACTICS

THE FACTS

Strategically Placed

The “I Still Believe in Our City” campaign took over Brooklyn with an iconic street level wall and a station domination at Atlantic Avenue-Barclays Center, a central hub for a diverse audience.

Creative Excellence

Featuring unique, striking visuals, and statistics about discrimination Asian American New Yorkers have faced during the COVID-19 pandemic, the “I Still Believe in Our City” campaign demonstrates the strong and resilient members of NYC's communities. The creative panels included powerful words and phrases, paired with vivid colors and symbolic imagery.

Campaign Success

“I Still Believe in Our City” generated 11 earned media hits, including two in the New York Times. The news coverage reached over 77,000 journalists via syndicated platforms such as MuckRack. The campaign also generated website visitation resulting in over 100 submissions from New Yorkers stating why they still believe in New York City.

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