Introducing New Yorkers to the importance of the CUNY School of Medicine; the country's most diverse public medical school.
Client Brief
Business Problem: The CUNY School of Medicine is struggling to be considered for donations due to weak brand identity and awareness compared to more notable medical schools and non-profit organizations.
Client Goal & Agency Expectation: A campaign that appeals to donors by communicating the significant role that the school plays in keeping New York City healthy.
Analyze
Target Audience: "Impact Investors" / Gen X NYC natives and transplants earning $150,000+ / Needs to see the impact of their donations.
Brand Value & Campaign Message: "Keep New York Going" / The CUNY School of Medicine is a diverse medical school with a social justice perspective that offers donors a once in a lifetime opportunity to invest in the health of New York City.
Owned & Shared Media
“How can the CUNY School of Medicine put itself in front of the target audience and encourage them to Keep New York Going?”
Deconstruct
Brand Essence: The CUNY School of Medicine's foundation is rooted in Diversity, Equity, and Inclusion (DEI) with its social justice point of view on medicine.
Strategy: We partner with Broadway musical Hamilton to spread awareness of the school's dedication to diversity and social justice.
Synergy: Hamilton has a strong cult following / CUNY School of Medicine is in "Hamilton Heights" / Ham4Progress highlights social justice causes and inspires their community to take action / Shared target audience
Storybuilding
Rebuild
Rebranding: Out of home ads and graffiti interpolations by New York City based muralist Dragon76 maintain the same simple visual branding seen and felt throughout the rest of the campaign while highlighting NYC as New Yorkers see and experience it.
Measurements: 300k total impressions / 5% engagement / 4% click through rate / $21M raised from average donation of $850 from 1% of target
Campaign
Earned Media
"Curtains Up! CUNY's medical school partners with Hamilton cast to illuminate the need for health equity" - New York Times
"Public medical college in Harlem working overtime to close health equity gap" - New York Post
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"Step aside, crypto! Health is the new currency and CUNY has receipts" - Wall Street Journal