IT TAKES
A CITY
NYC Childcare
TV
Film
Digital
Services
In 2023, NYC launched an historic initiative that was essential to the City’s full recovery, post-COVID: the New York City Child Care Plan, which offered parents access to the affordable child-care they need to allow them to go back to work or school. Our multilingual campaign serves to drive awareness and registrations in this program
to help working families, especially those of color, to find the childcare they need to advance and thrive.
This English TV spot speaks to an incredibly diverse population and is accompanied by a Spanish-language spot that’s customized for the Hispanic community. Digital and community-based media (radio, newspaper, outdoor, transit) were added for the Chinese, Haitian, Russian, Indian, and Armenian communities in New York.
The creative and media campaign exceeded all planned metrics and KPIs. Video creative achieved a 42% video completion rate (28% over benchmark). Engagements with digital display advertising outperformed benchmarks by 30%, and
consumer interest and leads in the form of clicks
exceeded goals by 137%.
