| Title | This is your city. Own it. |
| Agency | IPNY, Inc. |
| Campaign | This is your city. Own it. |
| Advertiser | NYCourtesy.org |
| Brand | NYCourtesy.org |
| Date of First Broadcast/Publication | 2023 / 7 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | Hear the note of tough love in the tagline above? We think our fellow New Yorkers will, and will respond accordingly. Because life in post-COVID New York City has taken a real hit. Since the pandemic there’s been a noticeable erosion of behavioral standards, basic quality of life issues and in the sense of belonging. NYCourtesy is a public service campaign to motivate real change in New Yorkers – inspire them to become responsible, attentive and caring about one another – by having them obey local laws and use common courtesy with each other. Shaming and finger-pointing won’t turn this problem around. New Yorkers don’t stand for bullshit. What works, however, is an honest voice they can relate to. One that communicates warmth and pride of ownership – that makes New Yorkers feel their connection to the city, that they are an integral part of its welfare and that by banding together they can restore the glory that is NYC. Our voice is frank and NYC-savvy. The witty Cathal Duane illustrations draw every kind of New Yorker into our message. The campaign is all over social media. |
| Media Type | Social Media |