Safety at New York’s Asphalt Green community recreation campus was in jeopardy due to a proposal that would place a garbage truck ramp between a soccer field and toddler playground.

Fenton stressed the conflict of this location with New York City Mayor de Blasio’s “Vision Zero” traffic safety initiative through targeted advertising, social media and high-profile media coverage in the New York Times, local TV and radio. As a result of sustained, aggressive campaign efforts, the mayor finally agreed to move the ramp to a safer location.

Zero Vision Campaign and Messaging

Fenton needed to create a fresh campaign that would put surround-sound pressure on the Mayor and his team. We reversed the words in the Mayor’s Vision Zero road safety campaign — a hallmark of his tenure — to create the Zero Vision campaign about the dangerous garbage truck ramp.

Landing Page

Fenton developed a landing page that served as the online hub for the Zero Vision campaign. The site housed information on the dangers of the proposed garbage truck ramp, updates on the campaign, and content that users could share on social media to show their support for the campaign.

Advertising

As part of the campaign, Fenton placed highly targeted ads in the NYC metro area that amplified media coverage and were designed to directly impact the mayor. Fenton created a full-page ad for the New York Times, a 30-second commercial for local television and digital ads all calling to “move the ramp.”

Social Media

Fenton created custom share graphics and pithy messages that were distributed widely on social media through organic and paid efforts to increase saturation of the campaign in the NYC metro area. We also developed a Change.org petition that received more than 10,000 online signatures and was given to Mayor de Blasio.

TV Ads

Fenton developed a compelling ad as part of the “surround sound campaign” directly targeting the mayor, who had campaigned on making NYC streets safer. A strategic media buy ensured the Mayor and his staff would see the ad when they watched local NYC news.

Media Relations

When one outlet looked poised to break the story of the campaign in advance of the embargo — and prior the launch of our ad run — Fenton convinced the New York Times to run their story to break the news. The New York Daily News and New York Business Journal followed suit, all before a single ad appeared. The client was interviewed by local TV stations such as NY1 and WCBS and local radio stations.