The Initiative: New York Cares is the largest volunteer organization in New York City. Dalton wanted to take the initiative and offer some creative thinking to boost volunteer participation. Our president, Brendan, had an idea. What if, instead of treating February 29th as just another day, New Yorkers used Leap Day as an opportunity to give back to the city they love?

From that premise, the Extra Day of Care was born. The Execution: The Extra Day of Care Dalton launched an integrated campaign leading up to Leap Day, which asked the simple but personal question: What would you do with an extra day?

The campaign included a dynamic video, digital banners, social posts, extensive PR, outdoor signage, Radio spots, even billboards in Times Square! All the ads drove people to a dedicated landing page where visitors could explore volunteer and partnership opportunities as well as donate.

All media placements were provided free of charge, valued at over $200,000 and resulted in over 15 million media impressions. The Results: On Leap Day, hundreds of New Yorkers participated in 46 volunteer projects throughout NYC, serving individuals in need.

Over 1,500 bags of food were packaged at West Side Campaign Against Hunger on 2/29. The NBA’s Brooklyn Nets got involved by donating ice skating tickets to children across the five boroughs. Media coverage included CBS News, WNYW-TV, Westchester Family and Harlem World Magazine among others. Providing an additional 22 million impressions. Proof that one idea, and one day, can make a difference.