Better World Advertising Designs IDNYC Campaign for New York City

    NEW YORK, NY, January 21, 2015 /24-7PressRelease/ -- On January 12, 2015, New York City mayor, Bill DeBlasio, announced the launch of IDNYC, a free identification card for all New York City residents. Better World Advertising (BWA) collaborated with the mayor's office on the launch of the campaign--producing and designing the campaign's creative.

As a government-issued photo identification card, IDNYC is free and available to all New York City residents, including the most vulnerable communities--the homeless, youth, the elderly, undocumented immigrants, the formerly incarcerated. IDNYC bestows cardholders with many benefits throughout the five boroughs, including a free one-year membership at many of the City's leading museums, zoos, concert halls, and botanical gardens. The card serves as a library card across the city's public library systems and will be recognized as identification to open an account at several banks and credit unions.

In November 2014, BWA held a photo shoot in six locations across the city to produce original images for the campaign creative. "New Yorkers are truly diverse, coming from many different cultural backgrounds and experiences. We wanted to capture this in the campaign and show that IDNYC really applies to all New Yorkers, regardless or age, race, housing or immigration status", said Manny Sanchez, BWA Project Manager. IDNYC campaign materials are available in English, Spanish and Mandarin- Chinese. The campaign is visible throughout the city on trains, bus shelters, and posters, as well as trending online via #IDNYC on Facebook and Twitter.

"We are proud to collaborate with New York City on this project and agree with Mayor DeBlasio that NYC residents 'can't afford not to have an IDNYC card'," says Jaweer Brown, Vice President of BWA. "Although this is the first project that we have partnered with the mayor's office on, we hope it will not be our last. Better World Advertising looks forward to a long-standing partnership with the city of New York."

After DeBlasio's announcement on January 12th, the IDNYC launch has been featured in many prominent publications throughout the city, including the New York Times. To learn more about IDNYC, visit: http://www1.nyc.gov/site/idnyc/index.page.

Better World Advertising is a leading social marketing agency with offices in San Francisco, New York City and Washington, D.C. Our goal is to improve society by designing and implementing social marketing campaigns that achieve high levels of community education, self-efficacy and beneficial behavior change. At BWA, we offer our skills, passion, experience, commitment, and creativity. We value integrity over money, and relationships over profits. We believe in ideas and the power of communication. Our services cover every component of social marketing--from needs assessment and formative research, to message development and testing, all types of production, media planning and buying, public relations and earned media, and impact monitoring and evaluation.

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