Community care in the Upper West Side
Media Planning + Buying
Goddard Riverside (GR) is one of New York City’s leading community centers, rooted in their consistent work in the settlement house movement going back to the late 1800s. They serve over 20,000 New Yorkers each year, with programs ranging from preparing children and youth for success to fighting homelessness, supporting families at every stage of life.
Goddard sought to raise affinity for their brand and work in their community, aiming to impress and engage local politicians, donors, and residents across key neighborhoods in the Upper West Side (UWS) of Manhattan.
The campaign had a people-centered, vibrant energy, incorporating community photography as well as illustrations, paired with brand colors that are representative of the diverse focus areas of their services. The tone and messaging of the campaign was welcoming, compassionate, and community-focused, reinforcing Goddard’s role in strengthening the community, and featured their tagline “Investing in people, strengthening community.”
F.Y. Eye supported Goddard Riverside with media strategy for their campaign. Prominent placements included lamp pole banners, bus shelters, Citi Bike station posters, and storefront window posters in local businesses across the Upper West Side, alongside paid social media, a WNYC radio ad, and sponsored content in West Side Rag.
The May 2025 campaign spanned more than 79 placements and garnered over 15 million estimated impressions through a strategic mix of out-of-home, digital, and broadcast media. It also generated dozens of QR code scans on campaign art, directing viewers to information about Goddard Riverside’s mission, and how to get involved through volunteering and contributions.
The campaign served as a powerful statement of Goddard Riverside’s deep-rooted presence and impact in the Upper West Side, reaffirming its role as a trusted anchor institution committed to community care, equity, and opportunity.
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