It’s a New York thing

The Challenge

United Way of New York City provides essential free health services to New Yorkers, from blood pressure and diabetes screenings to mental health support and preventive care. But for many living in underserved communities, awareness is low. It was critical to make sure these New Yorkers knew about these services and used them early,  before small health issues became serious ones.

The Strategy

Position health checkups as something to take pride in, not put off. We reframed preventive care as the most New York thing you can do, because healthy New Yorkers make a healthy New York. The goal: make checkups feel familiar, positive, and part of everyday city life.

The Execution

We created “It’s a New York Thing,” a campaign celebrating the everyday rituals that make the city iconic like catching the express train, grabbing breakfast at the bodega, getting a fresh fade at the local barbershop. Each moment was paired with a health message, reminding people that taking care of your health is a New York thing, too.
Authentic, candid visuals captured real New Yorkers and ran citywide, across bus shelters, posters, banners, social media, and direct mail, reaching all five boroughs with a message that felt local, proud, and unmistakably New York.