City Parks Foundation
The COVID-19 pandemic meant the safest places for New Yorkers were in city parks, driving a renewed appreciation of green spaces. With a host of free and low-cost activities for kids and a new program dedicated to funding nonprofits to engage with the outdoors, City Parks Foundation sought to capitalize on the public’s enthusiasm for parks.
Momentum reframed city parks as not just an escape from the concrete jungle, but as outdoor classrooms. Through stories about City Parks Foundation programs like Green Girls, Momentum made the case for an expansion of green spaces so all New Yorkers could be within walking distance of a park. Ultimately, Momentum aimed to build consensus among current and potential donors that a robust and well-funded City Parks Foundation is essential to the health and well-being of all New Yorkers.
- Reached an audience of 530 million through 64 stories, including a feature on Good Morning America’s website highlighting how girls of color learned gardening through the Foundation’s programming
- Published an opinion piece in The New York Daily News by Executive Director Heather Lubov calling on the mayor to direct more funding to city parks
- Secured a story in Inside Philanthropy about City Parks Foundation’s Green Fund, reaching an audience of potential funders and grantees
- Showed how New York City youth get access to sports lessons typically out of their price range, through local broadcast stories on the Foundation’s free golf programs
