NYC Mayor’s Office
Run This Town

The Challenge: New York City faced a critical shortage of over 20,000 employees. To fill these roles, we had to dismantle the stagnant perception of government work and prove it could compete with the private sector for top-tier talent.

The Strategy: We launched "Run This Town," a $1M multi-media campaign that reframed city service as the ultimate way to put a unique stamp on NYC. We moved away from "bureaucracy" and toward "community ownership," utilizing everything from high-visibility subways to local bodegas to meet New Yorkers where they live.

The Impact: The campaign helped drive a historic 26% decrease in Black unemployment and helped the city achieve its highest-ever total job count. By rebranding the municipal workforce, we turned government jobs into a modern rival for startups.

HERO VIDEO

SOCIAL VIDEOS

BILLBOARDS

A person with a gray backpack and denim jacket is standing at the entrance of a subway station, looking at an advertisement poster. The poster features a man with a beard wearing a green jacket, with the text 'Because the ground floor is just the beginning' and NYC branding. There are subway signs for B train underneath.
A woman with black hair, wearing a dark jacket and blue jeans, holding an orange bag, standing near a green subway entrance and looking at an advertisement on a city subway station sign.
A billboard on a brick wall promoting a call for every New Yorker to run the town, featuring a portrait of a man with dreadlocks, wearing a light blouse and carrying a backpack, with graffiti-style text and a small crown drawing.

WILD POSTINGS

A city subway station at 23rd Street with a moving train, brick walls, and advertising posters promoting NYC jobs with the slogan 'Run This Town' and images of diverse individuals.