Our Work

WE❤️NYC is a cross-sector campaign to showcase the city’s strengths and mobilize New Yorkers to make sure this remains the greatest city in the world.

The original I❤️NY campaign was launched in 1977 in the midst of an urban crisis. Its aim was to reignite the can-do optimism of New Yorkers, to mobilize volunteer action to build a safer, cleaner, more prosperous city, and to ensure that New York City would remain a great place to live, work and visit.

“WE❤️NYC” is a 21st Century version of the 70’s campaign.The citywide campaign celebrates New Yorkers who are making a difference and features opportunities for civic engagement that everyone can join.

No taxpayer dollars were used for this effort, and all New Yorkers are invited to get involved at welovenyc.nyc.

In the mid 1970's, when New York City was on the verge of economic collapse, Billy Joel wrote "New York State of Mind," a love letter expressing his passion for the city.

So, when the COVID-19 pandemic was wreaking havoc on New York City, we believed that this song could be the rallying cry the city needed. With Billy Joel's support and approval, we created an all-new recording and music video featuring die-hard New Yorker musicians and singers filmed in iconic locations throughout the city’s five boroughs.

The video premiered on CBS Sunday Morning, aired on YouTube and Taxi TV throughout the city and ultimately earned over 2.5 billion media impressions, millions of dollars in earned media and industry awards. More info can be found here: nycnext.org

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