NYC Service

In 2015, New York City had begun the free fall into a volunteer deficit. Involvement was low, and the volunteer arm of the city, NYC Service, blamed the city’s apathetic citizens. NYC Service was looking to raise volunteer rates from 18 percent to 50 percent. To address the issue, Mayor Bill de Blasio partnered with well-known New York creative agency Sidlee to develop a new ad campaign. They developed the “Good for you. Good for your City.” recruitment campaign. The project consisted of a rebrand for NYC Service to modernize and widen the appeal of the organization. It manifested as posters, office supplies, and a range of apparel.