Queens is one of the first areas of the nation to be studied, and the assignment for CooperKatz was to help investigators from Mt. Sinai Hospital recruit 5,000 women of childbearing age to participate in the longitudinal research.
A core challenge was creation of a unique brand identity for the Queens Vanguard Center that seamlessly integrated with the existing brand identity of the National Study – childlike symbols of three youngsters of different heights. Our solution was to add a kite above the three children with its string extending to the youngest child’s hand. This logo and kite imagery appeared on a range of recruiting materials CooperKatz created, including brochures, ads, flyers, posters and website.
The campaign, launched in conjunction with the Queens Borough President’s “State of the Borough” address, secured widespread local media coverage including NY1, New York Daily News, Queens Courier, Queens Ledger, Queens Tribune, Queens Gazette, Queens Public Television and WABC-TV.