The Challenge: Eating more whole, plant-based foods and reducing animal-based foods is one way to improve your health and reduce the risk of some chronic conditions, such as type 2 diabetes, obesity, high blood pressure and heart disease. The pandemic has shifted how many New Yorkers eat, and as a result, many also struggle with food insecurity. The goal of this campaign is to promote the idea that eating a balanced diet of whole and minimally processed plant-based foods is critical for a healthy life and to encourage New Yorkers to seek free food resources if needed.
Our Impact: This lively and educational campaign consisting of television, radio, OOH and digital ads, highlights how eating a diet filled with lots of plant-based foods can improve your health and help manage and reduce your risk of type 2 diabetes. The ads showcase several culturally diverse recipes and tangible ideas on how to make healthier choices like choosing a hummus wrap for lunch or swapping beans instead of meat in your favorite recipes. The call-to-action and QR codes lead to the NYC website housing free recipes, resources and help with food assistance. This new educational campaign builds on Mayor Eric Adams’ commitment to improve the food environment and combat climate change throughout New York City.