City of New York and Mayor Eric Adams Connect New Yorkers to City Jobs

BCW, the leading global communications agency, has partnered with the City of New York on an integrated campaign to support Mayor Eric Adams’ 'Jobs NYC' program, a multi-pronged, citywide effort to raise awareness for civil service jobs to underrepresented communities that are experiencing high unemployment across the five boroughs.

'Run this Town' features print and out-of-home executions plus a video calling for 'street smarts, book smarts, upstarts' to 'stand up and get started' across a wide range of city jobs. Print ads feature actual New Yorkers whose jobs range from a cyber security analyst who is 'Keeping the City Connected By Solving the Unexpected' to a youth analyst 'Breaking the Mold for the Young, The Strong, The Bold' to an elevator inspector, for whom 'The Ground Floor is Just the Beginning.' Print featuring an urban forester asserts 'Making Your Mark is Just a Walk in the Park,' while a city planner challenges new hires “Dare to Make the Best City in the World Even Better.”

“This compelling campaign speaks the language of New York, with graphics reminiscent of street iconography and language encouraging New Yorkers to ‘boss up’ and prove they have the skills to run the best town in the world,” said Diego Bertagni, executive creative director, BCW North America. “It was important to make sure that New Yorkers could see themselves and hear themselves in these jobs. There are amazing prospects for stability and economic opportunity in this jobs program for New York’s communities experiencing unemployment, and it’s important they know these jobs are out there for them.”

'Run this Town' will be seen in print, on buses, across urban panels, social media and online. It launched on April 29th and is slated to run through the calendar year.