New Yorkers for New York

NYC's first responders were suffering through the first wave of COVID 19.
We responded for them.

Fundraising Strategy | Campaign Development | Microsite


When New York became the first U.S. city engulfed by COVID 19, first responders and front-line workers suffered an enormous psychological toll – PTSD, chronic anxiety, and clinical depression became the pandemic within the pandemic. RipplEffect partnered with the Open Center, a New York holistic learning center and institution, to create a free offering to relieved the stress and anxiety consuming the cities front-line workers and residents.

Measuring the Impact


Audience Reach

By creating a first-to-market, free, stress & anxiety reduction toolkit in the enslote of COVID-19, we increased web and social reach by 10x.


People Served

The campaign lander drove over 100,000 site visits and video plays, 4x higher than the monthly pageviews to the website.


Donor Increase

With increased traffic to the campaign landing page, we were successfuly able to increase quarterly donation numbers by 22%.

Challenge & Objective

NYC’s Open Center – the nation’s longest-running urban holistic center sought to rapidly make their arsenal of healing tools available to aid New York’s essential workers dealing with the emotional anguish of working through an unprecedented public health crisis.

Our Solution

  1. RipplEffect partnered with Open Center to launch a citywide campaign driving New York’s essential workers to a new microsite providing anxiety- and stress-relief content free of charge. 
  2. Consolidated content and coordinated with teachers and staff who donated content to the site.
  3. Developed a microsite featuring content from prominent speakers, such as Dan Millman (author of The Way of The Gentle Warrior), and Marianne Williamson. Video segments offered messages of hope, inspiration, meditation, and advice for dealing with the psychological toll of the pandemic. 
  4. Developed and deployed an e-mail campaign alerting the community to the resources available to them, including a digital toolkit and continually updated new content.
  5. Generated donations for this community-led initiative offering free emotional support.
Spoken Words

“The RipplEffect team quickly realized we could make much more out of our New Yorkers for New York initiative. They got a new website done practically overnight as well as an entire marketing and content campaign that allowed us to bring stress and anxiety reduction techniques to over 10,000 First Responders and Frontline workers early in the pandemic.”

Ross, CEO


Let's Partner to Make Your Ripple.


Digital Marketing Specialist
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