NYC Gov Run This Town

To show New Yorkers that they can put their own unique stamp on their city, Burson partnered with the City of New York to celebrate what makes New York great and show its citizens that some of the best jobs in the city are for the city itself. 

The campaign, Run This Town, involved creating out-of-home + digital billboards, social + commercial spots and custom merchandise to bring awareness to over 50,000 unoccupied city jobs.

By shifting the narrative around city job vacancies from problem to opportunity and increasing general enthusiasm for public service in NYC, Burson was able to spearhead a campaign that turned into the biggest, best and most important recruitment opportunity for NYC government. 

Through creative and authentic messaging, this campaign showed New Yorkers that they can take charge of their own city and shape its future.