GreeNYC

Developed GreeNYC to engage and mobilize New Yorkers to help New York City meet its ambitious sustainability goals of sending zero waste to landfills by 2030 and generating net-zero carbon by 2050.

GreeNYC helps New Yorkers take easy actions with big impacts – “Small steps, big strides’ is the tagline. By reducing energy use, eliminating waste and choosing a more sustainable lifestyle, New Yorkers improve their quality of life, save money AND make NYC the most sustainable big city in the world!

By using positive messaging via targeted media to support New Yorkers’ in reducing their personal waste, GreeNYC has dramatically reduced the amount of paper and plastic wasted in the city.

Informed and measured by robust consumer behavior and environmental impact data, the campaign uses positive messaging and resident engagement to drive environmental behavior change. GreeNYC programs have reached more than three billion New Yorkers through marketing campaigns, and half of all New York City residents report familiarity with the program. We even created a beloved GreeNYC pigeon mascot, “Birdie,” to get residents on board with climate action.

Key Impacts

The Stop Junk Mail program achieved a 1.75 million kg reduction in solid waste.

The B.Y.O. (bring your own) initiative eliminated the use of 157 million disposable plastic bags.

140,000 tons of CO2 was reduced through GreeNYC’s Stop Junk Mail and B.Y.O. initiatives, alone.

GreeNYC Campaign won several design awards and a NY Emmy award.

Over 50% of NYers are aware of the campaign. (4MM+ people)

Services

Strategy, Logo Design, Creative Development, Production, Activation, Partnership Development, Social Media, Website Development