• by Tyler Loechner  @mp_tyler, November 16, 2012

Allen & Gerristen, a Boston-based ad agency, this week announced the launch of City Year’s newest national recruitment and awareness campaign, “#makebetterhappen.” The campaign will revolve around Twitter, using crowdsourced material from City Year corps members, “alumni,” and others invested in the program. City Year created the hashtag, and over 2,500 corps members were invited to share their stories.

According to A&G, those in Boston will see the #makebetterhappen campaign on TV, out-of-home, and in digital. You can see a few examples of the TV spots and print ads here. A&G says, “We believe that so much content is being generated by #makebetterhappen that we'll be able to execute against additional content in the future.”

Each time someone uses the #makebetterhappen hashtag on Twitter to share their story, their picture and Tweet is added to the “living mosaic” on display on cityyear.org.

“With ‘#makebetterhappen,’ Allen & Gerritsen shines a light on the heart and soul of our organization – the corps members who are making a difference each and every day in the lives of students,” said City Year CMO Gillian Smith in a statement.