Context

New York City’s residents and parks emerged from COVID-19 with a need for community and care. While New Yorkers were feeling socially isolated at unprecedented rates, Parks suffered from decreased maintenance throughout the pandemic. To address these problems, I partnered with NYC Parks to create a campaign that highlighted the importance of volunteering to maintain green spaces, and emphasized the opportunity it offers for New Yorkers to reconnect with their communities. 

“Our parks and urban greenspaces play a quiet but crucial role in the operations of our beautiful city. Volunteering is essential for improving mental and physical health, strengthening communities, and ensuring that public spaces remain vibrant, accessible, and well-maintained for the benefit of all residents.”

— NYC Parks Commissioner Sue Donoghue

Strategy

We began by researching volunteer groups to find compelling stories of people who were naturally drawn to park spaces through shared interests. This included communities like surfers who organized beach clean-ups, and mountain bikers who took pride in maintaining trails. We met with these volunteer groups to learn about their motivations and the sense of community they found through their efforts. We then photographed these groups in action, capturing the spirit of camaraderie that defined their volunteer work.

Design

Images of volunteers became the cornerstone of our campaign, showcasing how caring for local parks not only preserves these vital spaces but also strengthens the bonds within our communities. We also incorporated recognizable icons used on park signs across the city to help the campaign feel unique to NYC Parks.

Impact

400,000+

3,000