It Takes a City:
2024
The 'It Takes a City' campaign, launched by Mayor Eric Adams, was a powerful opportunity to support one of NYC’s most essential childcare programs.
I crafted social media content and eye-catching OOH digital assets with one clear goal: to emotionally connect with the heart of the initiative — the caregivers. These everyday heroes play a vital role in nurturing the city's youngest generation.
We used authentic, organic photography — capturing children and adults in real, everyday moments filled with warmth and positivity. The visuals reflected a powerful message: childcare isn't just a parent's job — it's a collective responsibility shared by the whole community.
Visually, I brought the campaign to life using bold, dynamic shapes inspired by LEGO blocks — a nod to the fun, creativity, and innocence of childhood. The playful design elements helped reinforce the message while making the content approachable and engaging.
To reach NYC’s diverse communities, the digital banners were translated into multiple languages — including Albanian, Bengali, French, Italian, Chinese, and Spanish — ensuring the message resonated across cultures.
