NYC Department of Health and Mental Hygiene (DOHMH) Website
DCF Advertising developed the overall design for the NYC Health main website portal. We worked closely with staff to develop a design with modernized features that are more accessible to the average consumer. The structure allows consumers to easily access “healthy living” topics in the language most relatable to their daily lives.
DCF Advertising developed this multi-audience campaign to tout the health and business benefits of creating smoke-free policies in residential buildings across New York City. This work was another major step in DCF’s collaboration with NYC Health on smoking cessation efforts.
The campaign’s centerpiece was a kit targeted toward landlords and managing agents that detailed the advantages of prohibiting smoking within all individual units and shared spaces. It contained a handbook, as well as a poster and bilingual fact sheet that could be shared with residents. Supporting banner/print ads and a direct mail piece promoted the concept and kit.
One Cigarette Is One Too Many (Anti-smoking)
DCF Advertising took a new spin on the traditional anti-smoking ad through this impactful series that targets non-daily smokers who incorrectly believe they are safe from the health effects of regular smoking.
Portraits of these non-daily smokers were created through English and Spanish television ads; as they defend their smoking, the health defects that they are still at risk for, like heart attack and aneurysm, flash on screen.
A print version of this campaign was also distributed to other health agencies for nationwide use via the Centers for Disease Control and Prevention.
In conjunction with Latch on NYC—a NYC Health campaign encouraging moms to provide breast milk, not formula, to newborns—DCF Advertising created this campaign to highlight the health benefits of breast milk.
As NYC Health encouraged hospitals to stop distributing free formula to new moms, these ads provided support on subways and hospital walls by informing moms about helpful resources.
The campaign is timely: NYC Health says that 90% of moms start off breastfeeding, but only 31% do so after their baby is 2 months old.
SUNY College of Optometry
SUNY College of Optometry awarded DCF Advertising a four-year agency of record contract to handle advertising and marketing responsibilities for the college.
As an initial step, DCF developed a new corporate identity, beginning with a logo. The logo’s three rings represent the three essential entities of the college: education, clinical care and research.
In addition to creating annual reports, brochures and other collateral, DCF designed, programmed, wrote and launched the college’s new website. It serves as a resource for students, vision care professionals, the University Eye Center’s 80,000 patients, researchers and potential donors. The library component of the site is the US’s second largest vision library resource in existence.
Healthy eating is healthy living. When the new NYC Food Standards were announced, DCF Advertising was given the important task of conveying this information through materials that the Mayor’s Office could share with city agencies to explain the changes in nutrition standards to their food.
Through the use of our original photography, illustration and design, we created an informational fact sheet and two posters: a meal poster targeting adults and a snack poster targeting children. These materials were translated into Spanish, Chinese, Russian and Korean.
Smoke-Free Parks and Beaches
Through these positive, fun print/outdoor and TV ads, DCF Advertising educated people about the new smoking ban in parks, beaches and pedestrian plazas, while framing it as a great time to quit smoking. In contrast to other anti-smoking ads, the message is accompanied by colorful backgrounds and upbeat music to celebrate the benefits of smoke-free environments and to inspire people to quit.
Marie’s Story
(Anti-smoking)
DCF Advertising collaborated with the Department of Homeless Services and NYC Health on this homeless awareness campaign. The audience is informed that using city resources, such as calling NYC’s information line to dispatch an outreach team, helps more than giving homeless people spare change.
