New York State of Kind
This marketing campaign happened in reverse. I started editing common phrases into sentiments that applied to GoFundMe’s audience. This got Musa thinking about other stereotypes we could flip around. That’s when our data team shared something amazing with us: New Yorkers donated to a GoFundMe every 30 seconds during the COVID-19 pandemic. The truth is, New Yorkers are some of the kindest people around—and we decided to build a campaign to say thank you.
Where could you find these ads?
Subway stations, the streets of NYC, GoFundMe socials, Adweek, & Forbes. The ads also made it onto the @signofthetimesnyc feed and—unintentionally—onto the @subwaycreatures feed.
Video
The beginning
This campaign started with doodles on my iPad and grew into what you see above.
