Natural Born
Project Focus
Naming / Recruitment Campaign / TV / Out-Of-Home / Website
Mentally disabled or challenged adults need better help than institutional living and aid can provide. How do you recruit the public to care for them in a NYC test market?
We started looking for caretakers’ profiles and ended up finding them among women age 35-65 with a strong religious conviction to care for others. We learned which buses, subways and trains they took early in the mornings. Which churches or synagogues they went to. We became more familiar with our audience than ever before. The result was a campaign that celebrated them. Put them on a pedestal. The numbers reflected our messages and delivered a ready-to-care force to the State of New York.
People Embracing People
