New Yorkers are being asked to "Give Your Blank" in four new TV spots launched as part of the NYC Service initiative, Mayor Michael Bloomberg's effort to boost civic engagement. The 30-second PSAs are based on the idea that everyone has something to give, from time to skills.
The spots, developed by NYC & Co., the city's marketing, tourism and partnership organization, feature New Yorkers who have volunteered in their community talking about their stories. The TV effort launched this month and will run through the first quarter on space donated by area media outlets, including WABC-TV, WCBS-TV, WNBC-TV, WNJU-TV, WNYW-TV, WPIX-TV, Cablevision and Time Warner Cable-New York City Region.
The spots were created pro bono by BBH New York and production company Anonymous Content, working with NYC & Co.
"NYC Service gives all New Yorkers an opportunity to give back to the city in their own way," said NYC & Co. CEO George Fertitta in announcing the effort. "As highlighted by the 'Blank' campaign, each of us has something special and unique to offer. NYC & Co., with the help of our media sponsors and the great creative team at Bartle Bogle Hegarty, is proud to help Mayor Bloomberg make New York the model city for tapping the power of civic-minded citizens."
The "Give Your Blank" campaign was launched in April and includes outdoor, print and radio ads. The advertising space donated to date is valued at $5.4 million.