Nonprofit Partner: Bronx Health REACH
Media Advocate: LinkNYC
Impact Artist: Abigail Montes
Misinformation and disinformation around vaccinations have been running rampant across New York City. As a result of this, as well as a number of other inequitable factors, the Bronx has some of the lowest vaccination rates in the entire country, especially among Black and Latino men ages 18-44 years old. In an attempt to change this unfortunate fact and push back against this tide of mistruths, Bronx Health REACH partnered with F.Y. Eye to combat this unfortunate discrepancy through a powerful new series of PSAs.
Together, a bilingual, portrait-based campaign was created to raise vaccination rates for New York’s lowest vaccinated population. Together, a culturally competent message and creative direction were chosen that would resonate with this demographic. F.Y. Eye leveraged the Impact Artist Network, an initiative connecting socially-engaged artists to issues they care about, to commission Bronx-based photographer Abigail Montes. Montes photographed vaccinated mothers and sons in well known areas across the Bronx.
F.Y. Eye’s in-house creative team designed 8 PSAs in 2 languages and placed on bus tails, palm cards, posters and throughout partners’ social media platforms. LinkNYC donated 100 screens in the Bronx to the campaign.