New York Cares
what would you do with an extra day?
the ask
New York Cares, a 30-year-old not-for-profit, is NYC’s largest volunteer organization. Dalton wanted to take the initiative and offer some creative thinking to boost volunteer participation. Well, every four years is a Leap Year. We get the gift of one extra day. Our president, Brendan, had an idea (four years in the making). What if, instead of treating February 29th as just another day, New Yorkers used Leap Day as an opportunity to give back to the city we love? From that premise, the Extra Day of Care was born.
our role
advertising + campaign development | branding | video + animation production | social media | pr | digital development
the execution
Dalton launched an integrated campaign leading up to Leap Year coined the Extra Day of Care. The idea was simple, yet powerful: Inspire New Yorkers to volunteer, donate, or simply perform an act of kindness on Leap Day to make the city a little better.
Dalton created an integrated campaign under the umbrella theme “What would you do with an extra day?” The Extra Day of Care campaign was rolled out across select mediums for optimum reach and impact. The campaign included a dynamic video, digital banners, social posts, extensive PR, outdoor signage, iHeart Radio spots, emails and even billboards in Times Square! All the ads drove people to a dedicated landing page where visitors could explore volunteer and partnership opportunities as well as donate.
All media placements were provided free of charge, valued at over $200,000 and resulted in over 15 million media impressions.
the results
The Extra Day of Care event caught fire, inspiring volunteers and corporate partners to take part in this movement. Here are just some highlights:
On Leap Day, hundreds of New Yorkers participated in 46 volunteer projects throughout NYC, serving individuals in need.
Corporate partners also stepped up their game on the Extra Day of Care. 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.
New York Cares has had a long partnership with West Side Campaign Against Hunger. The Extra Day of Care saw a surge of volunteer participation. In fact, with the help of our volunteers, over 1,500 bags of food were packaged at West Side Campaign Against Hunger on 2/29.
Media coverage included CBS News, WNYW-TV, Westchester Family and Harlem World Magazine among others. Providing an additional 22 million impressions.
Of course, increasing the number of volunteers in general was a big goal of the activation. On one single day, there were 258 new volunteer sign ups on ExtraDayofCare.org
All proof, one idea, and one day, can make a difference.
say hello.
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.
let's talk