To reach low income teens, living in NYC with an impactful message about the importance of healthy eating. The message had to reach a unique demographic of teens at locations where 50% of people have incomes equal to or less than 185% of poverty thresholds. AMP used zip code targeting and knowledge of the target's media consumption to place “Change One Thing” where it would guarantee the greatest impact – on bus shelters and urban panels in high-traffic teen hangouts. AMP also created a custom healthy food truck that delivered educational experiences while handing out healthy snacks at teen centers, summer capes, parks and rec centers and more. Live DJ reads and added-value radio presence supported local events and helped expand reach.
Food Bank For New York City
Food Bank for NYC