Summary: The New York City Mayor’s Office partnered with XOMAD to reach millions of New Yorkers and raise awareness for the City’s new childcare assistance program.
The Challenge: To make childcare resources for New York City residents, Mayor Eric Adams launched a Blueprint for Child Care & Early Childhood Education in the second half of 2022, and followed up in March with the launch of the MyCity portal, a one-stop shop for New York City residents to explore and access resources like childcare, career and business services. His office partnered with XOMAD to make sure residents knew about the new portal and resources.
The child care assistance program and the MyCity portal aimed to connect historically underserved communities with easier access to learn about and apply to available programs, through partnerships with Governor Kathy Hochul, the NYC Administration for Children’s Services, the NYC Office of Technology & Innovation, the NYC Department of Education, the NYC Department of Social Services, and the NY State Office of Children and Family Services.
To reach New Yorkers, especially working families, the Mayor’s Office of Ethnic and Community Media partnered with XOMAD to recruit, vet, and deploy trusted, local, nano- and micro- social media messengers to create #MyCityPortal content and to drive followers to the MyCity portal to learn if they qualify for benefits that help pay for child care.
The Solution:
XOMAD launched a digital door-to-door campaign led by an army of over 92 trusted, local social media messengers to reach the diverse communities of New York City with messages about the Child Care Assistance Program.
Over 70% of these trusted messengers identified as BIPOC, AAPI, or Latino/Hispanic, and they met their audience with crucial information in 10 different languages, and 100% of the creators were parents with at least one child under 13 years old.
The Results:
- Over 1.9M residents of NYC, of parental ages (18-54), were reached through this campaign with our trusted messengers, generating over 7M impressions across multiple social channels.
- XOMAD also found that the engagement with this campaign was over 2.5x higher than industry standards.
- 42% of parental-aged adults in NYC (18-54) were reached at least 2-3 times during the campaign. When social media users see multiple pieces of content from multiple creators they follow and trust, they are much more likely to act.
Want to learn more about how to mobilize trusted messengers to spread awareness? Get in touch today.