NYC Parks Lifeguards

campaign art direction photography

task

Reinvigorate Parks’ annual lifeguard recruitment campaign to increase the summer prorgams application pool.

outcome

A reinvigorated campaign that centers life saving team work,

NYC Parks oversees 14 miles of beach land and 87 pools.

Employing over 1,000 lifeguards to protect beach and pool goers is an annual endeavor. To ensure a successful recruitment campaign, Parks’ produces and designs mutli-channel print and digital marketing assets.

Audience

Last year, 75% of NYC Parks lifeguards were 16-18 years old. While the demographic was young, Parks’ ideal lifeguard is devoted to learning, stewardship, and athleticism.

Research

Last year’s recruits signaled a preference for marketing materials that disussed skill building and sportsmanship. The survey showed a preference for photography that emphasized team work.

Strategy

The campaign prioritzed marketing to schools, swim teams, and social media to capture the target age groups. Visually, it sought to be dynamic, demostrate team work, and center Parks lifeguard’s unique orange. Photos were shot in house by the Parks design team (Marisa Kurk and myself).

A stronger you – in and out of the water.

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