The MTA first launched ‘If You See Something, Say Something’ in late 2002, to increase public’s alertness post 9/11. Arcade Creative Group’s newest campaign builds on the success of this iconic slogan by telling the story of what happens when real New Yorkers report suspicious activity. ‘New Yorkers Keep New York Safe’ launched in early 2016 and centered on community heroes – brave everyday New Yorkers who took a moment out of their hectic lives to alert authorities of potentially life threatening events.
Following the campaign’s re-launch, current state of alertness and all-inclusive message this campaign communicated. Arcade proposed a strategy to engage New Yorkers and increase campaign’s overall awareness via a distinct initiative drawn upon the slogan ‘New Yorkers Keep New York Safe’ during the night of the year when alertness needed to be highest – New Year’s Eve Ball Drop.
This ‘Selfie OOH Activation Program’ encouraged attendees in Times Square to text selfies to a number with keyword KeepNYSafe. These images would eventually appear on NYC’s biggest digital screen during New Years Eve and integrated each participant within the campaign, provided them with their 15 seconds of fame and served as a reminder of steps to take if seeing suspicious activity.
The five-hour window where New Yorkers were encouraged to text their selfie during New Years Eve brought in over 600 selfies. Out of these 524 selfies appeared on the Jumbotron including one from pop group DNCE featuring Joe Jonas.
Lastly, in addition to being seen by the estimated one million people in Times Square, the selfie images on display were also visible multiple times in the background during the hours of national and international broadcast coverage by networks including ABC, CBS, Fox and CNN.
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