d expósito & Partners scores high with New York’s Department of Buildings.
January 26, 2009
It was a tall order for any ad agency. The NYC Buildings Department wanted to do something persuasively effective to prevent construction workers from likely fatal work-related accidents. A spate of unfortunate falls had taken the lives of construction workers, with a number of Latinos among the victims.
NYC & Co., the New York City-centric ad and marketing giant led by ad legend George Fertitta, tasked d expósito & Partners with the assignment.
The results? “If you fall, they fall, too.” While d expósito & Partners started with two posters (one in Spanish, one in English), NYC has added versions in Urdu, Russian and Korean.
The campaign on the need of using the safety harness was launched at a press conference in Manhattan yesterday, coinciding with a NYC Buildings Department new commissioner, Robert Li Mandri.
“With New York City’s growing number of immigrant workers who are unable to speak or read English, this information can mean the difference between life and death,” said Guillermo Linares, Immigrant Affairs Commissioner, NYC.
Joyce Cohen, The New York Times Real Estate editor, gave the d expósito campaign gold stars on her NYT blog
