City Living NY:
Little Things Campaign
Social Media and Advertising, 2020
City Living NY is a non profit organization whose mission is to empower youth aging out of foster care to successfully transition into adulthood by providing concrete resources, tools, and support services.
Context
G.R.O.W.T.H. Initiative Fellowship Program (virtual agency experience), 8 weeks
Client: City Living NY
Contribution
Art Direction, Social Media Design, Presentation Design
Account Managers: Krystal Bailey & Osvaldo de Leon
Project Management: Jamshed Davar & Ernst Luly
Public Relations: Alexis Vega Velez
Strategy: Alex Oates & Briana DeBrew
Media Lead: Sydney Wurapa
Production Lead: Timothy Donohue
Creative & Copywriters: Usra Attalla, Samruddhi Pawar, Kristina Starks
Campaign Concept: It's the Little Things
The minor things in the house are considered the little things that make a house a home. Our goal is to highlight the little things that make the big difference.
Target Audiences
Instagram: Clients (youth aging out of foster care) and younger audiences
Facebook: Donor Demographic (older, have money)
Television Ad: Donors
Instagram: Before & After
Strategy: Uplifting and inspiring, empowerment to become own superhero
Edits: "City Living NY" spelled out, added bio, vibrant photos, added story highlight categories, register as professional business account
before
after
Little Things Success Stories
This series of posts focuses on the little things that lead to a greater success. For example, the one on left focuses on how pots donated from City Living gave her access to cooking meals, which lead her to becoming a professional cook.
Inspirational Quotes
This section of posts focuses on inspirational quotes to keep the upbeat strategy of the Instagram page. This could range from client quotes to music quotes, such as the one on the right, which is drawn from a jingle our team worked on for City Living.
Client Behind the Scenes
This category of posts works to show the behind-the-scenes aspects of the clients and showing lived-in houses, as well as the things donated to them being used in their day-to-day.
9 Square Grid
Instagram Story Bingo Board
This bingo board works to collect smaller donations so that they don't appear as tolling and total to be a larger sum. This shows the power of the little things.
Facebook Cover Photo: Before & After
When initially landing on City Living's Facebook page, it's not obvious what City Living does, while the new cover image allows for the visitor to immediately know what kind of work the page they landed on does.
before
after
Television Advertisement
The television advertisement works to spread awareness of City Living NY and get a larger pool of donors.
Jingle for City Living
This jingle written and sung by our Media Lead Sydney Wurapa specially for City Living could be used for any social media or ads they put out.