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Campaign Spotlight: Extra Day of Care

Dalton Agency

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Hear from President Brendan Cumiskey, SVP and Creative Director Chris Conte and Associate Creative Director Andy Gosendi about how they brought the campaign to life.

Every four years – a Leap Year – we are gifted with one extra day. At Dalton, we turned that extra day into an opportunity to give back to NYC.

We developed and launched Extra Day of Care, an integrated campaign for New York Cares, a 30-year-old not-for-profit and NYC’s largest volunteer organization. The idea was simple, yet powerful: InspireNew Yorkers to volunteer, donate, or simply perform an act of kindness on Leap Day to make the city a little better.

We reached more than 37M people through $200K worth of donated media placements, dynamic video, digital banners, social posts, extensive PR, outdoor signage, iHeart Radio spots, emails and billboards in Times Square.

All the ads drove people to a dedicated landing page where visitors sign-up to volunteer. Extra Day of Care caught fire, inspiring volunteers and corporate partners to join this movement.

Media coverage included CBS News, WNYW-TV, Westchester Family and Harlem World Magazine among others. Providing an additional 22 million impressions.
Media coverage included CBS News, WNYW-TV, Westchester Family and Harlem World Magazine among others. Providing an additional 22 million impressions.
Placements asked audiences to simply ask themselves, “What would you do with an extra day?”
Placements asked audiences to simply ask themselves, “What would you do with an extra day?”

Here are some highlights (and this is just one day):

  • Hundreds of New Yorkers participated in 46 volunteer projects throughout NYC, including packing more than 1,500 bags of food for those in need.
  • Corporate partners also stepped up their game. For example, the Brooklyn Nets donated 1,400 tickets to Glide at Brooklyn Bridge Park, so children from our partner schools could ice skate for free for an entire week.
  • More than 250 new volunteer sign-ups on ExtraDayofCare.org.
Placements asked audiences to simply ask themselves, “What would you do with an extra day?"
Placements asked audiences to simply ask themselves, “What would you do with an extra day?”

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At Dalton, we like working with one another. Collaborating with clients. Getting involved in our communities. And make no mistake, that affects the work. For questions, business inquiries, or career opportunities, you can reach us online or at our offices in Jacksonville, Atlanta, and Nashville.

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