North America’s largest school system was facing three simultaneous, unprecedented challenges: Decreasing student enrollment and thus Federal funding, declining teacher recruitment, and unrest on city university campuses following the 2023 Middle East attacks.
A social and digital media campaign was needed to individually address each crisis. Working with advisors to educators and the Chancellor, Studio City was honored to partner with NYCPS advocates on a groundbreaking campaign designed to transform perceptions, elevate the brand, foster emotional connections, and assure New Yorkers their public school system had the knowledge, strategy and capabilities to respond to each crisis.
To reach the parents of New York City’s 1 Million public school students, faculty and The City’s 8 million residents, short-form, social-ready content was written, produced and distributed by Studio City, delivered in multiple languages for display on every screen platform, from local television to social sites to subways.
