Notify NYC / Campaign

Ad Council / New York City Emergency Management

New Yorkers have an answer for everything, but in the face of an emergency, we could all stand to be a bit more prepared. Notify NYC is New York City Emergency Management’s official notification system that provides customizable, actionable alerts verified by the city of New York. 

The Ad Council and New York City Emergency Management came to us to encourage young, busy New Yorkers to sign up for Notify NYC through a campaign designed to highlight the service’s key benefits. As a diverse group of New Yorkers ourselves, we knew how to communicate the message with an authentic, fresh take.

Our Notify NYC campaign, “Get Ready, Get Notify NYC,” shows how Notify NYC can give hustling New Yorkers peace of mind as they navigate life in this unpredictable city.

We devised a snappy, yet informative script showing a day in the life of a young person with Notify NYC contrasted with her less prepared friend to clearly illustrate the benefits of getting ready for whatever the city could throw their way.

The campaign featured print, out of home, web, television, digital, and radio spots. With eye-catching graphics at the center of our visual concept, we emphasized the benefits of the service outside of just the verified alerts- highlighting the customization options that set Notify NYC apart from other emergency alert apps and services.

Our production partner, Blurry Hinge, shot the live-action video and photography around the city, garnering a uniquely New York City feeling in every moment of the campaign. Under Adolescent’s creative direction, everything in the campaign was intentionally chosen to be representative of the diversity, resilience, and self-reliant attitude of our target audience. 

We are proud to be part of the mission to keep New Yorkers safe and informed with Notify NYC.

Sign up today at nyc.gov/notify.