united way nyc

IT’S A NEW YORK THING - United Way of New York City offers free, essential health services, from screenings to mental-health support, but many in underserved communities don’t know they exist. To boost awareness, we reframed preventive care as something to take pride in: the most New York thing you can do.

“It’s a New York Thing” connected everyday city rituals like catching the express train, grabbing a bodega breakfast, or getting a fresh fade with simple messages about staying healthy. Authentic visuals featuring real New Yorkers ran across all five boroughs in OOH, subways, posters, social, web banners, direct mailers, and more.

The result: preventive care that felt local, familiar, and unmistakably New York.

  • A woman walking with earphones in front of a moving subway train, with large overlay text promoting free preventive health care from United Way in New York City.
  • A man in a checkered shirt stands behind a small store counter, smiling with arms crossed, in a store with shelves of groceries and a display case of desserts. Text overlay reads: 'When he knows your order before you say it... It's a New York thing so is free preventative health care.' The United Way logo is visible in the bottom left corner.
  • An elderly couple walking and smiling on a sidewalk in a neighborhood, with parked cars and houses around, promoting free preventive health care in New York City, with the United Way logo.
  • Older man in a park performing yoga, with a woman in the background, trees, and city buildings, with overlaid text promoting free preventive health care in New York City.
  • A pregnant woman stands on a city sidewalk with cars parked along the street and a brick building behind her. The image features bold yellow and white text promoting free preventive healthcare in New York City, with the United Way logo in the bottom left corner.
  • A man gets a haircut at a barbershop, with overlaid text promoting free preventive healthcare in New York City by United Way.

website

Website homepage for United Way New York City promoting health prevention with a header saying "Staying on top of your health... It's a New York thing" showing an elderly woman and a middle-aged man walking together on a neighborhood sidewalk with houses and parked cars, and a yellow section with the text "Preventative Care" and additional information about early detection and prevention.

posters

An elderly man and woman walking arm in arm in a neighborhood street. The woman is wearing a gray shirt and black pants while the man is in an orange shirt and jeans. There are parked cars and houses in the background, with trees lining the street.
A man practicing yoga outdoors in a park, with a woman in the background, promoting free preventive health care services from United Way of New York City.
Flyer promotion for free preventative healthcare services by United Way of New York City, showing an elderly man and woman walking and talking on a sidewalk with parked cars and houses in the background.

social media

A woman with dark skin and natural hair, wearing a tank top and earphones, standing in a subway train. Text overlay reads: 'Finding peace, even when the express train roars by... It’s a New York thing so is free preventative health care.'
An elderly woman with red hair and glasses is leaning out of a window, waving. The background shows a street with trees and parked cars. The overlay text promotes free preventive healthcare in New York.

outdoor signage

An outdoor billboard in New York City promoting free preventive health care through United Way, featuring a woman facing right and a QR code for more information.
Billboard in New York City promoting free preventive health care through United Way, featuring a man getting a haircut in a barbershop.
An outdoor advertisement billboard with a woman wearing earphones and looking to the right, promoting free preventive health care by United Way in New York City, with a QR code for more information.

brochure

A tri-fold brochure from United Way of New York City promoting free preventive health care services in a neighborhood. The front panel shows a smiling elderly couple walking down a street. The inside panels list services like health screenings, vaccinations, and assessments, along with a QR code linking to upcoming events.