We wanted to remind New Yorkers that the call for diversity, social reform and racial justice within the community for more than 140 years is alive and well.
In a city of towering skyscrapers, it's quite amazing that people who walk the streets and avenues of New York City are often found looking down. Mostly on their mobile phones and devices.
Our idea was to leverage this urban truth and demonstrate the surprising benefits of looking up. Even for just a moment.
In a few months of launching the video online, we saw impressive results for the St. George's Clock Towers Restoration Project:
· Bells restored in the clock towers
· Music restored—now playing on the hour, every hour
· More than $50K raised to fortify the interior stairwells and architectural structure
· 15M media impressions