The Excluded Workers Fund that supported people throughout NYC during the pandemic was offering additional financial support for individuals with low incomes who were ineligible for unemployment insurance or benefits due to their immigration status or other factors. Many eligible individuals that qualified for the program had a deep stigma around applying for additional support. These services included, but were not limited to: SNAP benefits, Medicaid services, food pantries, rent assistance, senior programs, and immigration services.
Creative
Media Buying
Create a campaign that uplifted these essential workers by focusing on their value to NYC during the pandemic. By highlighting the multitude of identities that make up this diverse cross-section of our city’s population and spreading awareness across a number of community-based newspapers throughout NYC, this campaign destigmatized access to these valuable aid programs through the message that, “You Served New York. Now Let Us Serve You.”
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