When New York City Hall called us to tell us we had won the project to brand New York City as the best city for women to make money and achieve positions of power, our team was THRILLED. We screamed, we cried, we hugged, and there was champagne involved. And then we rolled up our sleeves and got to work.
We began by strategizing, researching, and reading books like The Women Who Made New York. We put ourselves in the shoes of the millions of women who live in the city: the hustlers who are working 2 jobs to pay off their debt, the moms who are studying for another degree, the self-made entrepreneurs who are networking and finding funding for their next company. We were conscious of the many types of women whose working lives in New York City are all uniquely different. So when it came to naming this campaign, a campaign for all women of New York City, it seemed there was no more inclusive name than women.nyc.
The next challenge was to create a campaign that would hold women accountable. When was the last time you asked for a raise?
We proceeded by asking a diverse group of women what they would want to hear from their city. Based on the feedback we received, we decided to hone in on the campaign’s messaging as our focal point, to promote the city’s hundreds of resources that benefit women. Instead of distracting visuals or colorful patterns – we opted to let the words boldly speak for themselves. Our CEO Nicole Corbett sums it up in June’s New Yorker article:
“It’s all about the power of words. Words like ‘We know you can do it alone, but you don’t have to.’ That’s coming from talking to women around the city, saying, ‘What’s real? What do you want to hear?’”
Our next challenge was to find a way to showcase all of the city’s policies and programs that benefit women… in one central and easy-to-access location. We did not want this to feel like your average government website. It needed to be visually compelling and easy to navigate. We designed a drop down filter menu that simplified the wayfinding process to suit every woman’s needs, whether she was visiting the site to seek help with finding a job, continuing her education, accessing health services, raising a child, managing her money or finding legal help. We wanted women.nyc to be a one-stop-shop that could help you find the information you need to make your power move.
The launch of the campaign was celebrated with a press conference at City Hall hosted by the First Lady of New York City, Chirlane McCray, and Deputy Mayor Alicia Glen. “New York City cannot continue as a successful city if women cannot succeed too. And now, for the first time in history, the women of New York City have all the tools they need to succeed in one place with Women.NYC,” announced First Lady Chirlane McCray.
As the women.nyc website was unveiled, women from across all five boroughs were invited to Make a Power Move. The lineup of speakers included amazing women from NYC government including Council Members Helen Rosenthal, Margaret S. Chin, and Debi Rose, Senator Marisol Alcantara, Assemblymembers Jo Anne Simon and Carmen De La Rosa, as well as special guests like Nicole Doz, a sanitation worker who was crowned Miss Staten Island 2018.
“With the launch of Women.NYC, we take another important step, providing women with the practical tools, resources and networking opportunities to further advance their careers. I encourage women to explore this dynamic website, and to inspire and empower other women by joining the conversation.” – Council Member Debi Rose
The press conference was followed by an epic launch party at The Brooklyn Museum, hosted alongside incredible sponsors like NYC’s Planned Parenthood, The Broad Room and the Cut. Worn joined Deputy Mayor Alicia Glen and 200 other guests for a night dedicated to women and work. Power duo Coco and Breezy spun tunes for the crowd and an inspiring roundup of speakers shared their Power Move stories, including female founders like Lida Orzeck and Gale Epstein of Hanky Panky, and many more.
As part of our 360 degree campaign launch we blanketed the five boroughs with ads that acted as a call-to-action to visit women.nyc. This included animated and static OOH ads across street pole banners, bus shelters, news stands, LinkNYC, MTA Go kiosks on subway platforms, geo-fence mobile ads, posters on Brooklyn MTA buses, and ads in both Spanish and English for publications like amNY and El Diario. We even took over a giant animated Port Authority billboard for the week! In addition to these assets, we created a 30-second spot featuring an array of women’s voices who spoke to what New York City means to them. The spot aired on Cable TV in Spanish and English, as well as on Taxi TV. The video’s end sequence directs women to the campaign website after reassuring them with the words, “We know you can do it alone, but you don’t have to.”
And now for the grand finale of the campaign! During launch week, women gathered in the heart of Washington Square Park for a public unveiling of the women.nyc campaign. An all-women drum line, Fogo Azul, set the scene with a powerful sequence of beats, as our campaign slogans were projected onto the Washington Square Arch. We lit up the arch by posing the question, “How does a city work for women?” as examples of City programming and resources that benefit women populated left and right, including “Paid Parental Leave”, “Free Tax Prep”, “Salary History Ban” and more. As the projections shone bright, an incredible lineup of activists took to the center of the arch to acknowledge their support of the campaign.
The New Yorker summed it up perfectly:
“As the sun set, the program started. Glen spoke, followed by, among others, Jessica González-Rojas, the executive director of the National Latina Institute for Reproductive Health; Erin Vilardi, the C.E.O. of VoteRunLead, which helps women run for office; and Sophia Chang, a writer and a former manager of some of the Wu-Tang Clan. A crowd gathered, and several women of New York City stopped to see what the fuss was about.”
For Worn, this has truly been the campaign of a lifetime. At the end of the day, this campaign epitomizes what we strive to achieve as an agency. To use our creative powers to help women step into their power, and access all the things they need to succeed in business and in life. We could not have asked for a better partner in bringing this to life. Deputy Mayor Alicia Glen and her team at City Hall are making it possible for women of New York City to overcome boundaries and achieve their full potential and we’re so honored to be able to help them in doing so.