Food Bank For New York City

Food Bank for NYC

Case Study

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.

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