Everyone knows Central Park. It is one of the most famous parks in the world. It is a thriving habitat and vital treasure in the middle of one the greatest urban centers. For locals, it is their beloved 843-acre backyard. A much-needed oasis during the pandemic that provided people with a sense of belonging and strength, as evidenced by #MyCentralPark, where 25,000+ New Yorkers shared their love and appreciation of the park.
The Park Needs Us, launching today, in partnership with full service advertising agency, Pereira O’Dell, intends to raise awareness not only of the Conservancy’s role in the Park, but also the critical role that the public plays.
What many do not know is that 40 years ago, the City of New York entrusted the management of the Park to the Central Park Conservancy, a nonprofit that cares for the entire Park, making sure it remains, clean, beautiful, free and open to all, every day. They tend to the largest and smallest details of maintenance and restoration, while seeking innovative ways to nurture a living masterpiece that feels welcoming to 42 million visitors each year.
Funded primarily by individual donations, the nonprofit Conservancy has a created a model for other parks and greenspaces to reclaim and enhance their communities by investing in the power of the natural environment.
To capture New Yorker’s attention, the campaign gives a voice to different park features. And not just any voices, but those of famous New Yorkers.
Like Whoopi Goldberg as Bethesda Fountain
Hank Azaria as the Great Lawn
Kristen Bell as a Central Park bench
Patricia Clarkson as Bow Bridge
Josh Gad as the Reservoir Running Track
Wu Han of the Chamber Music Society of Lincoln Center as the North Woods
Eduardo Vilaro of the Ballet Hispanico as Belvedere Castle
These talented performers and accomplished New Yorkers are donating their voices to give the Park a voice for the first time. New Yorkers will hear and see the campaign this spring and summer primarily through connected TV and online video, streaming audio, digital banners and paid social videos and posts.
A visual identity refresh by Pentagram, has led to a signage refresh throughout the Park. This included developing 22 unique kiosks with location-specific messaging that details how that part of the park needs the public’s help.
Everyone who worked on this campaign, most of whom are local New Yorkers, donated time or equipment and provided vastly discounted rates to help raise awareness of the Central Park Conservancy and their mission to keep Central Park thriving. Without the public’s support the Conservancy simply could not do their job.
Mona Gonzalez, Managing Director, Pereira O’Dell commented: “There are few institutions that represent the stories of New York City quite like the iconic Central Park. It's captured in our personal lives, in culture, in history. It's been an incredible journey seeing and sharing how deeply the Central Park Conservancy cares for the Park through their efforts to keep it vibrant and full of life, even in the toughest of times.”
“Central Park is a beloved 843-acre backyard for New Yorkers and has been especially needed during the pandemic. As the non-profit that cares for all aspects of the Park, the Central Park Conservancy is grateful to all the familiar voices who have generously brought the Park to life in this campaign,” said Mary Caraccioli, Chief Communications Officer, Central Park Conservancy “We hope it leads to more people getting involved with the Conservancy's efforts by joining, volunteering and supporting our work.”
This professional campaign titled 'The Park Needs Us' was published in United States in May, 2021. It was created for the brand: Central Park Conservancy, by ad agency: Pereira O’Dell. This Integrated medium campaign is related to the Public Interest industry and contains 3 media assets. It was submitted almost 3 years ago by Account Executive : Jaime Rice of Digennaro Communications .
Advertising Agency: Pereira O'Dell, San Francisco, United States of America