New York’s Department for the Aging (DFTA) launched an initiative to provide support for the city’s “informal” caregivers – those providing support to loved ones who are elderly or sick. The
program, Caregiver NYC, provides free access to resources for transportation, counseling, medical care, and more.
Results:
By canvassing the local media with information about the program and securing a series of broadcast interviews and print articles for the DFTA team, Resound put Caregiver NYC on the map, making it one of New York City’s
most important resources today.
Core Program:
STRATEGIC PLANNING:
Oversaw identity/branding and copy/messaging development; developed press materials and web site content accordingly.
MEDIA RELATIONS:
Secured expert interviews and article placement in broadcast and print media for DFTA’s Commissioner and other spokespeople, positioning them as resources to the media
for relevant health care topics.
Developed and placed a series of public service announcements on local radio stations, targeting both English- and Spanish-speaking audiences.
Managed ongoing media relations activities, securing local broadcast and print coverage, and press attendance at events.
Coordinated political and celebrity endorsements, including tour for government representatives of local caregiver facilities in the five boroughs, and discussions with Leeza Gibbons for joint
publicity/events.
