Recovery Awareness Campaign in NYC
Samaritan Daytop Village
Samaritan Daytop Village needed an impactful, highly visible awareness campaign across New York City’s five boroughs to destigmatize addiction recovery and connect individuals directly to no-cost, accessible care.
Samaritan Daytop Village partnered with AGI to craft the bold "Take Back Your Life" campaign—featuring vibrant wheatpaste street posters, mobile vehicle wraps, and actionable messaging tailored for high-density urban environments.
A high-impact outdoor campaign that blanketed NYC neighborhoods, meeting New Yorkers directly where they live and work with an empowering message of hope, low-barrier recovery, and immediate support.
AWARD RECOGNITIONS
Street-Level Presence & Wheatpaste Campaign
To break through the visual noise of New York City and reach individuals directly within their communities, AGI designed vibrant, high-contrast wild-posting posters. Utilizing bold green and orange colorways with prominent block typography ("TAKE BACK YOUR LIFE"), these wheatpaste installations were strategically pasted across construction scaffolding, street walls, and community corridors throughout the boroughs. The raw, urban aesthetic established an immediate, authentic presence that invited passersby to stop, read, and take action.
Mobile Outreach & Vehicle Wraps
Extending the campaign's footprint beyond stationary walls, AGI developed full-vehicle wrap graphics for Samaritan Daytop Village’s mobile fleet. Featuring the signature vibrant orange palette, clean typography, dedicated helpline branding ("(855) 322-4357"), and scannable QR codes, these branded minivans turned everyday transit into mobile billboards. Traveling through diverse neighborhoods, the vehicle wraps ensured the message of accessible care reached every corner of the city.
Lived-Experience Messaging & Low-Barrier Connection
At the core of the campaign was language directly shaped by focus group feedback from individuals with recovery experience and clients actively utilizing Samaritan Daytop Village services. By grounding the messaging in real, lived perspectives, the campaign avoided clinical jargon and resonated authentically with the community through empowering phrases like "Recovery on your terms. No cost." Every campaign asset prominently featured direct contact channels—including a toll-free helpline, QR code for instant digital access, and the collaborative tagline "Let's do this together"—removing financial and emotional barriers to seeking care.
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