The CUNY Arts program gives every student at every CUNY campus throughout NYC free or reduced access to some of the finest cultural institutions in the world. It’s a great program, but hardly any students know about it.
To increase awareness of the program, our team positioned participation in the fine arts (visiting museums, seeing a show, listening to a concert) as a necessary form of self care for students often overwhelmed with school in an overwhelming city.
Team: José Fresán | Christina Kofron | Vanessa Caro | Melissa Lee | Cecilie Mengel | Lena Khalifeh | Mohammed Amribet | Michelle Li | Me
Our campaign needed a tagline able to sum up everything we were trying to say, our campaign launch video debuted it.
CUNY is a very large university with 24 campuses and hundreds of thousands of students, so we had to work internal comms into our campaign to even stand a chance. We created a media kit for each marketing/communications office at every campus to make posting on social media easy and align messaging, better engaging students.
CUNY students visit their respective campus at least a few times every semester, so we designed campus OOH posters impossible to ignore.
Let’s face it, college students are on their phones (when they aren’t studying diligently of course), so we designed a social filter to meet CUNY students where they are.
Since we know college students are on their phone, we designed an app to help them better engage with CUNY Arts programming and disengage with distraction.
