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New York Cares
New York Cares


New York Cares Launches New Ad Campaign to Recruit New Volunteers

Campaign Features Real Volunteers and Challenges New Yorkers to
“Be the Someone” Who Steps Up and Tackles Pressing Issues Facing NYC


(New York, NY, July 20, 2015) – New York Cares, the city’s largest volunteer management organization, has launched a major, cross-platform advertising campaign to recruit new volunteers. Developed by the boutique, award-winning agency, Our Man in Havana, the campaign features print and digital banners that will run throughout the summer months in magazines, newspapers, on Metro North and LIRR platforms, billboards, and online.


“Be the Someone” campaign is a call to action to New Yorkers who might have thought, “If only someone would step up and help.” The goal is to get people to shift from thinking that someone else will step up and to get them to be the person that actually does.


Examples include posters that say, “There must be someone who can help families navigate the financial aid process” next to a photo of an actual New York Cares volunteer with the tagline “Be the Someone.” Another says, “I wish someone would help that homeless man,” with the tagline “Be the Someone.” One poster simply states, “Be the Someone who helps a student ace her SATs.” To see more on this campaign, visit 


“Every day, we see the real need that exists in our communities, but those needs such as homelessness or education often seem too complex or too big for one person to address,” said Gary Bagley, Executive Director of New York Cares. “With this campaign, we are telling New Yorkers that, as a New York Cares volunteer, you can address these issues, and we’re challenging them to step up and take action. We have Our Man in Havana to thank for helping us craft this compelling message.”


“We’re thrilled to work with such a fantastic organization that does so much good for so many people around the city. As New Yorkers, we’re grateful to have the opportunity to do our part,” said Andrew Golomb, Founder/Executive Creative Director at Our Man In Havana. 


About New York Cares

New York Cares is New York City’s largest volunteer management organization. New York Cares runs vital programs for 1,400 nonprofits, public schools, and city agencies to help people in need throughout the five boroughs, and does so at no cost to the recipient organizations. Since 1987, New York Cares has made it easy for all New Yorkers to work together to strengthen the city; last year, we provided critical services to more than 400,000 at-risk New Yorkers. For more information, visit



Gerard Mc Keon and Joyce Brooks.  Photo by:  Rose Billings/

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