Click the buttons below to check out our Case Studies.
SERVICES PROVIDED: MEDIA PLANNING | MEDIA BUYING
In midtown Manhattan, you can find a fresh $15 salad every two blocks. In other neighborhoods like East New York, you may have to walk a mile to find a decent carrot. Only 5% of food establishments in East New York are grocery stores, while 27% are fast food restaurants.
New York City’s nonprofit community continues to fight the entrenched food inequity issues that leave many low-income New Yorkers without healthy, cost-effective alternatives to highly processed foods linked to cancer, diabetes and lower IQs in children. GrowNYC’s 50+ Greenmarkets, Youthmarkets and Fresh Food Box sites play a critical role in the solution—ensuring that all New Yorkers, including those that receive Food Stamps, have access to the fresh, nutritious food that they deserve.
Desiring to raise awareness about their new SNAP (formerly Food Stamps) debit-style purchasing program (EBT), GrowNYC tapped F.Y. Eye to help them plan and execute a strategic outreach campaign that successfully nudged low income New Yorkers towards healthier food alternatives.
In the mid-2000s, GrowNYC began a project to offer EBT card access at Greenmarkets throughout New York City. This program came to life in response to the dilemma created by the transition from paper SNAP coupons to electronic debit-style EBT cards, which caused a technological roadblock preventing those receiving SNAP from accessing fresh produce and caused famers’ businesses to suffer. GrowNYC’s goal was to solve the problem for both––allow SNAP-eligible New Yorkers to access their benefits and boost sales for farmers.
Based on our understanding of how to reach New York City’s low-income communities, GrowNYC contacted F.Y. Eye to help develop a robust, targeted communications plan to fully execute their vision of motivating SNAP-eligible New Yorkers to purchase produce at Greenmarkets and boost sales for local farmers. We leveraged our effective out-of-home and print media buy services to connect with GrowNYC’s identified audience. Together, we partnered to launch what would become a multi-year, hyper-targeted advertising campaign aimed to connect SNAP-eligible New Yorkers to the cost-saving programs available at Greenmarkets.
In order to effectively reach GrowNYC’s target audience, we recognized it would be best to zero in on areas with large populations of SNAP-eligible residents that were near Greenmarkets with low EBT card sales. In addition, we disseminated bilingual posters to locations where our target audience were likely to frequent.
Many low-income New Yorkers shop at bodegas and convenience stores, which often don’t sell nutritious foods and offer lower quality foods at higher prices. As such, they were optimal locations to not only spread awareness about the EBT Greenmarkets program, but also to encourage customers to consider healthier and more affordable food choices. To complement this point-of-sale strategy, we chose to advertise in high-traffic bus shelters and subway stations to capture diverse commuters and passersby, further extending our reach into New York’s vulnerable communities.
In the years following GrowNYC’s initial campaign with F.Y. Eye, we sustained our partnership and deepened our impact. We diversified our distribution networks to reach more New Yorkers by placing bilingual ads with our trusted community ethnic newspaper partners, including The Manhattan Times, Metro NY and El Diario. We also continue to disseminate messaging through our Digital PSA Network™ in our host locations such as WIC Centers, community centers, and hospitals.
As a result of GrowNYC’s effective outreach strategies and F.Y. Eye’s multi-year campaign, New Yorkers now have better access to affordable, fresh, high-quality food, and farmers markets continue to thrive. Studies show that SNAP became a critical supplement to farmers who depend on these markets for survival—some farmers reported that EBT sales comprise 50% of their total income.
With information about GrowNYC’s SNAP program at their fingertips, New York’s low-income families have opted to buy produce at Greenmarkets and thus have been eating healthier at a reduced cost for years. The opportunity to access high-quality produce has proven to be a lifeline for them and an essential stepping-stone toward improving overall health within their communities. The residual impact of our campaign continues to grow.
The Greenmarkets SNAP program is a vital resource for New Yorkers and farmers alike. F.Y. Eye simply ensured that those in need were connected to the services they deserve. Each year, we continue to work with GrowNYC to promote this successful and continuously expanding program throughout NYC, targeting the most vulnerable to ensure that all New Yorkers gain access to the freshest most nutritious foods available.
SERVICES PROVIDED: BRAND IDENTITY | LOGO DESIGN | NAMING
CLIENT: NEW YORK ALCOHOL POLICY ALLIANCE
New York’s Metropolitan Transportation Authority (MTA) is by far North America’s largest transportation system, providing 2.73 billion trips per year to about 8.8 million daily riders.
Until recently, New York’s Metropolitan Transportation Authority (MTA) accepted advertising for alcohol on its subway cars, buses, commuter trains, and other properties even though it had banned advertising for tobacco in the 1990s and forbade ads for other products and services deemed harmful to children. During this time, the MTA was bringing in an estimated $2 million in revenue per year from alcohol advertising.
To pressure the MTA into adding alcohol to the list of banned products and services, the New York Alcohol Policy Alliance needed to launch a campaign to frame the advertisement of alcohol as a public health issue. They engaged F.Y. Eye to help them create a persuasive campaign name and develop a brand identity that would spark a grassroots movement the MTA could not ignore.
Public health research has determined that the more alcohol advertising and marketing to which a young person is exposed, the more likely that they will begin drinking underage, or, if they have already started, the more likely they will binge drink. In New York City, about 670,000 children and young adults commute to school on public transit, all of whom had daily exposure to advertisements that normalized alcohol consumption and encouraged behavior linked to short-term and long-term health problems. To combat this pervasive public health issue, the New York Alcohol Policy Alliance decided that it was time for New York to ban alcohol ads for the explicit purpose of protecting the health of young people.
Based on the recommendation of public health professionals, the New York Alcohol Policy Alliance contacted F.Y. Eye to help them develop a formidable campaign brand identity and communications strategy that would prove to be paramount to their success.
At F.Y. Eye, we take pride in our ability to offer a range of high-quality creative services through our Impact Artist Collective™. For this public health advocacy campaign, we aimed to design a brand identity that was easy to understand and visualized the dynamism, optimism and fortitude of the coalition.
First, we helped the New York Alcohol Policy Alliance construct a campaign name that was straightforward, lent itself to a memorable acronym, and spoke directly to the coalition’s target audience of potential supporters and the MTA. To visualize how the campaign name would translate into a brand, we provided the coalition a variety of logo designs featuring the different name ideas. This visual process gave the coalition members a constructive way to take ownership in the campaign brand’s development and helped the New York Alcohol Policy Alliance build momentum through collective decision-making.
The chosen campaign name—Building Alcohol Ad-Free Transit (BAAFT)— and logo captured the essence of the coalition verbally and visually. The futurist design effortlessly integrated the campaign’s name into the New York cityscape and featured an ascending commuter train, which evoked the progress the New York Policy Alliance aimed to achieve.
After four years and extensive engagement with the MTA Board of Directors, the New York City Council, and other policymakers, the campaign succeeded in its goal. On October 25, 2017, the MTA Board of Directors voted unanimously to amend its advertising policy by adding alcohol beverages to the list of disallowed products and services. That policy took effect on January 1, 2018.
Word of the BAAFT campaign victory spread quickly throughout the global public health community, with calls from advocates to enact similar restrictions in other global cities, including London, Paris, and Melbourne. As the World Health Organization (WHO) has ramped up its advocacy for evidence-based policies to reduce the harmful use of alcohol, the BAAFT campaign has been cited as a success story to achieve this goal.
SERVICES PROVIDED: DIGITAL PSA NETWORK | MEDIA BUYING | CREATIVE SERVICES
CLIENT: SUNNYSIDE COMMUNITY SERVICES
Beneath the bravado that makes New York City the envy of the world is a collection of neighborhoods; each one with its own distinct personality and charm.
The everyday heroes who activate our communities are often hidden from plain sight – they are the local nonprofits that deliver comprehensive support to people at every stage of life. Established in 1974, Sunnyside Community Services (SCS) is one of the anchor institutions that empowers the residents of Western Queens to live life to the fullest. SCS keep seniors healthy and active; prepares our children for college; offers skills-based training to the unemployed; and provides much needed care to the caregivers helping loved ones living with chronic illnesses.
Desiring to reach a larger audience and enhance its member communications, SCS took advantage of F.Y. Eye’s suite of services, including the Digital PSA Network™ grant opportunity, media buying and creative content development support. With our support, SCS was able to better convey their value to members and the greater public without breaking the bank.
As a nonprofit operating in one of the most expensive media markets in the world, SCS struggled to find strategic and cost-effective ways to promote its diverse offerings with current constituents and to reach new audiences across New York City.
Like many organizations, SCS staff spent countless hours promoting its daily activity schedules, program offerings and events through sending emails and posting flyers. They needed to find a cost-effective and flexible way to alert people of the programs SCS offers, and of events sponsored by or hosted by SCS. SCS initially reached out to F.Y. Eye to apply for the PSA Network™ Grant Opportunity, which provides high-traffic nonprofits financial support for the purchase and installation of indoor and outdoor digital signage. SCS recognized that introducing a dynamic display would provide an efficient way to communicate real-time announcements with constituents; reduce paper waste; provide knowledge to our community by posting public service announcements; recognize sponsors, grantors, and guests in a noticeable format; and show our appreciation for participants and volunteers. Moreover, as a high-traffic nonprofit serving low income New Yorkers, SCS was an ideal host site to join F.Y. Eye’s esteemed PSA Network™.
In addition to their need for flexible and efficient central messaging for its general programming, SCS also had a significant need to promote one of its citywide programs, CARENYC: this program helps caregivers navigate the unique challenges of caring for a loved one with a chronic illness like Alzheimer’s or dementia. SCS wanted to build awareness for this program specifically with older adults and their caregivers. Noting that many users of this service commute by bus, SCS sought bus shelter ad placements on busy thoroughfares. However, the quoted cost of running such a campaign far exceeded SCS’ small advertising budget. With its restricted grant funding, how could SCS procure affordable advertising to effectively attract their targeted program participants?
SCS utilized a range of F.Y. Eye’s nonprofit services to meet their internal and external communications needs. From joining the F.Y. Eye PSA Network™ to leveraging our media buying specialists and Impact Artist Collective, SCS took advantage of all F.Y. Eye has to offer New York nonprofits.
Within four months of SCS submitting the PSA Network™ Grant application, we helped them secure funding support for 85% of the digital signage investment and arranged installation with a trusted vendor. With digital signage, SCS can quickly share topical announcements in a way that’s relevant to their members, thank volunteer groups and special guests in a more visible and professionalized way, as well as present fresh, diverse content.
Sunnyside also tapped our media buying program for support identifying and purchasing strategic ad placements that were within budget. Our team negotiated steep discounts on a bus shelter media package for SCS and secured a bonus space that allowed SCS to advertise their CARENYC program for an additional four weeks at no additional cost.
To produce the creative for the CARENYC bus shelter campaign, SCS tapped F.Y. Eye’s Impact Artist Collective. One of our Senior Graphic Designers worked with SCS to resize an out-of-home print advertisement that visually captured the challenges caregivers face and provided a clear call to action. Based on our strategic support, SCS also resized the CARENYC advertisement for the Digital PSA Network™ and we distributed the campaign to our host sites across the five boroughs.
F.Y. Eye’s wraparound marketing and communications support enabled Sunnyside Community Services to achieve their programmatic goals as well as to join a community of like-minded nonprofits. Specifically, SCS used their digital signage to better communicate programming and events with current members, saved $40,000 in media placement costs, doubled the total number of CARENYC campaign impressions, and reached an additional 18,000 people across the five boroughs for free through F.Y. Eye’s PSA Network™.
Sheila Williams, Program Director for the SCS Care NYC program, indicates that in the two months following the bus advertising campaign, the program saw an increased rate of referrals compared with previous months. “The bus shelter campaign gave us high visibility and allowed us to focus on specific neighborhoods where we felt we needed to have a greater presence. This campaign helped increase awareness of our program with a new audience.”
In addition, access to F.Y. Eye allowed SCS to make the most of its lean staffing structure by leaning on their graphic design resources. Michelle Bova, Director of Marketing and Outreach shares that, “The bus shelter project was only possible because the designer we were connected to through F.Y. Eye’s Impact Artist Collective was able to accommodate an extremely fast turnaround for resizing and refining our ad image. It also helped us save time and money on both identifying and affording an out-of-house designer.”
F.Y. Eye continues to shine the light on Sunnyside Community Services by providing access to affordable ad placement opportunities, sharing their social media content with our diverse network of nonprofits and connecting their constituents with new community services and programs through the PSA Network™.