Play Fair for Parks campaign
From March 2020 to June 2020
To promote the second year of the Play Fair for Parks campaign, a multiyear effort led by New Yorkers for Parks, a research and advocacy nonprofit for NYC's open spaces, I created and shared graphics, flyers, and GIFs with an 18,000+ audience via social media platforms and email newsletters.
Pivoting messaging
Due to the global outbreak of COVID-19, we had to adapt our advocacy tactics. We moved our in-person City Hall rally to a Twitter digital rally and revised our budget goals to reflect the projected revenue shortfalls.
Social media toolkits for partners
To better spread the word, we collaborated with partner organizations. I created and shared ready-made posts in different sizes to promote the Play Fair petition, which when signed also sent direct emails to elected officials.
Project tasks
Graphics design and copy writing for social media and email newsletters
Advocacy strategy with team and consultants
Programs used
Adobe Photoshop / HTML
Social media platforms Twitter, Facebook, Instagram, LinkedIn, GIPHY
Blackbaud Luminate Online, our email marketing platform
Achievements
300 NYC Parks jobs were preserved in the FY21 budget
Almost 2000 people signed the Play Fair petition, a 355% increase from the previous year
The Digital Rally got 1700+ views, 800+ engagements, and 300+ retweets and likes
The Play Fair GIFs were viewed 1.2M+ times, with a peak performance on March 24 of 71.6K views
The Play Fair Coalition grew to 300 groups and organizations
