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Over the course of 4 months, teams will co-design a PSA campaign that will live on the streets of NYC amplifying critical information and resources. Every month teams meet in person and focus on a different phase of campaign development. Each session builds off of the last and includes guidance from skilled professionals in the nonprofit, creative, and advertising sectors.
Co-Lab sessions begin with a 30-minute Learning Lab presentation guided by a skilled professional, followed by team breakouts into 60-minute working sessions, to take action. In-person sessions will take place at 200 Hudson Street in Manhattan, and teams should plan to meet virtually between sessions.
🏁 0: Orientation
Understanding the function of a PSA and the design thinking process within peer groups (Nonprofits, Impact Artists and Volunteers).
🎯 1: Campaign Vision + Team Goals | EMPATHIZE + DEFINE
Defining the core challenge the PSA will address and setting team roles.
🔎 2: Ethical Storytelling & Audience Strategy | EMPATHIZE + IDEATE
Taking a community-centered approach to visual storytelling and audience strategy.
💬 3: Public Service Messaging | PROTOTYPE
Understanding the campaign target audience and crafting messages to effectively reach them.
🖍️ 4: Campaign Feedback | TEST
Sharing and integrating creative feedback on campaign concepts to hone PSA design and strategy.
🌐 5: Media Planning + Distribution | IDEATE
Identifying distribution strategies and design considerations to help the campaign reach its target audience and achieve desired impact.
📣 6: Campaign Fundraising & Pitching | PROTOTYPE
Telling the story of the PSA campaign to gain the support and resources required for long-term campaign success.
🎁 7: Packaging the Campaign Story | REFINE
Finalizing and fine-tuning the presentation of the PSA campaign for an external audience.
🛠️ 8: PSA Pitch Feedback | TEST
Sharing and integrating feedback on the pitch deck and campaign story to hone presentation of the final PSA campaign.
🎭 Pitch Day Rehearsal | REFINE
Rehearsing PSA campaign pitches in front of peers to prepare for Pitch Day.
🏆 Pitch Day: Final Presentations | IMPLEMENT
Presenting an innovative campaign strategy to media firms, organizational stakeholders, and foundations.
As a volunteer, you’ll collaborate directly with NYC nonprofits and artists to co-create an impactful PSA campaign that uplifts critical community messages. Volunteers contribute by bringing skills in strategy, design, copy, and production to cross-functional teams. This is a unique opportunity to grow professionally, connect with changemakers, and use your creativity to make a difference for New York City.
Co-Lab was designed to help NYC nonprofits develop PSA campaigns that promote equity, expand access to resources, and improve the lives of New Yorkers, especially those from historically underserved communities.
Participating organizations will receive the tactics, tools, and talent to develop a bespoke advertising campaign strategy. Each nonprofit team will have a group of volunteers and a skilled artist to bring their PSA campaign to life.
The Co-Lab offers NYC-based social impact artists a unique platform to channel their creativity into purpose-driven work. Here, your craft meets impact, as you collaborate with nonprofits to transform their missions into compelling PSA campaigns. Your work will be at the forefront of a campaign that has the potential to spark change and inspire action.
We’re looking for independent artists who can think critically, push boundaries, and bring fresh perspectives to the table.
