Raising Awareness of Harlem Grown
PR lead for team Faust
Harlem Grown inspires locals through urban farming, sustainability, and nutrition, and their gardens increase access to healthy food and development programs for Harlem youth.
How might we generate awareness for Harlem Grown among families where community trust is low?
The setting
Neighborhood residents pass by Harlem Grown gardens every day, but attendance at garden programs is lower than desired, and its mission is more important than ever.
For parents, scheduling and transportation cost can be a struggle. For kids, digital distractions and competing activities are a deterrent to spending time at Harlem Grown.
the audience
👉 Harlem families
👉 29% live in poverty, 22% on food stamps, many live in subsidized housing or shelters
👉 Very family oriented, enjoy frequent get togethers with extended family
👉 Want engaging activities for their children or grandchildren beyond smart phone games and Marvel movies
the human truth
Economic and social challenges are an obstacle to community growth, and lack of awareness can lead to a lack of trust amongst parents and locals.
How Do We Solve It?
With social and out of home activations, engaging the community through food, co-creation, and digital content, opening their hearts to the value of Harlem Grown.
world building experiential
👉 Introduce the Harlem Grown Food Festival
👉 Educational, inspirational, and experiential programs and food booths.
👉 Cooking stations and mini-gardens where kids teach how to grow and whip up their own specialties using Harlem Grown ingredients.
Leading up, notifications will be painted onto sidewalks, buildings, and subway platforms. Very Harlem. 👍
“What’s Growing on in Harlem” content features local public officials and other Harlem influencers, spreading a message tailored to the Harlem community. 👍
affecting creative
Showing “What’s Growing on in Harlem” with:
👉 Interactive LinkNYC kiosks
👉 Digital subway signs
👉 Social media content
👉 Presentations in local schools
Inviting them in
The Harlem Grown app brings the education, inspiration, and fun of Harlem Grown to kids’ mobile devices. From cooking and neighborhood tour videos to their own sharable garden.
Families can arrange meet-ups with fellow food warriors and mentors, creating a virtual urban farm that increases access to knowledge, connection, and healthy habits. 👍
the climax
The Harlem Grown Family Dinner brings the community together for the longest sharing table NYC has ever seen.
Featuring performances and exhibitions by youth artists, food from local establishments, and ingredients grown in Harlem Grown gardens. Capped with a cook-off contest to keep the families moving and learning.
tracking the human connection
👉 App downloads and shares
👉 Newsletter sign-ups
👉 Social media engagement
👉 Visits to garden
👉 Attendees at events