City Year is appointing Connelly Partners (CP) as AOR following a competitive review.
As AOR, CP aims to increase brand awareness and recruitment among the brand’s target of 18-25 year old’s—in addition to appealing to donors, policy makers and the broader public.
CP will develop a refreshed brand platform and digital-first campaign that will launch this summer. The scope includes strategy, creative, digital, media, and production on a national scale.
There was no incumbent. Recent advertising work has been handled internally.
The non-profit installs young adults for a year of service in public schools in 29 cities across the country. This public-private partnership receives support from 40% of Fortune 100 companies.