United way of NYC: it’s a new york thing

United Way of New York City offers free, essential health services, from screenings to mental-health support, but many in underserved communities don’t know they exist. To boost awareness, we reframed preventive care as something to take pride in: the most New York thing you can do.

“It’s a New York Thing” connected everyday city rituals like catching the express train, grabbing a bodega breakfast, or getting a fresh fade with simple messages about staying healthy. Authentic visuals featuring real New Yorkers ran across all five boroughs in OOH, subways, posters, social, web banners, direct mailers, and more.

The result: preventive care that felt local, familiar, and unmistakably New York.