NEW YORK – New York City Mayor Eric Adams, New York Governor Kathy Hochul, and the Partnership for New York City today launched “We ❤ NYC” — a civic campaign to showcase the city’s strengths and mobilize New Yorkers in every community. The citywide campaign will kick-off with a celebration of New Yorkers who are making a difference through community service and will identify volunteer opportunities where everyone will have the opportunity to contribute. Part of the civic engagement campaign also includes an initiative led by NYC Service, entitled “Spread Love NYC.” The nine-month long cross-sector initiative will engage New Yorkers in short, one-hour and long-term volunteer projects that uplift neighbors and communities.
“This city overcame the darkest days of the pandemic because of the selfless work of everyday New Yorkers, and if each of us gives just one hour a week in an act of service, the result will be transformative,” said Mayor Adams. “That is why I am proud to announce the launch of ‘We ❤ NYC,’ in partnership with Governor Hochul, and the Partnership for New York City. The ‘We ❤ New York City’ campaign asks everyone who loves the greatest city in the world to show it by lending a helping hand and spreading that love to every block across all five boroughs.”
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“From its iconic views and vibrant arts and culture to its thriving businesses and world-class cuisine, New York City represents some of the best that our state has to offer,” said Governor Hochul . “This We ❤ NYC campaign will help to capture that energy and preserve the city’s spirit by encouraging New Yorkers of every background to come together, get involved, and make a positive change in their community.”
“New York City’s greatest strength is the power of its people,” said First Deputy Mayor Sheena Wright. “‘We ❤ NYC’s’ people-driven, civic minded campaign taps into the spirit of our city and reminds us that when New Yorkers come together, there’s nothing we cannot achieve. I want to applaud Governor Kathy Hochul, the Partnership for New York City, and the countless city agencies coming together to celebrate New York City.”
“Since March 2020, we have seen the best of our people shine through — medical professionals and other essential workers keeping our city alive, neighbors sharing small acts of kindness, artists and performers bringing their creativity to our streets, communities banding together to help local businesses stay afloat, and so much more,” said Deputy Mayor for Economic and Workforce Development Maria Torres-Springer. “It is that very character that defines New York City’s resilience, and I want to thank Governor Hochul and the Partnership for New York City for launching ‘We ❤ NYC” to inspire and showcase New York’s invincible spirit.”
“New York City enjoys the greatest concentration of diverse talent in the world,” said Albert Bourla, co-chair, Partnership for New York City; and chairman & CEO, Pfizer. “This campaign intends to channel the energy and resources of millions of New Yorkers into projects that reaffirm that we are the safest, cleanest, most vibrant city in the world.”
“New Yorkers are the driving force behind our city’s success,” said Rob Speyer, co-chair, Partnership for New York City; and CEO, Tishman Speyer. “This campaign celebrates our strengths and will activate people and businesses across the five boroughs to make our city even better.”
The themes of the campaign are focused on ways New Yorkers can help improve the city, prioritizing public safety, support for small businesses, caring for parks, and litter cleanups. As part of its effort to empower residents to drive change in their own communities, the campaign will involve several partnerships with public agencies and nonprofits across the city aimed at achieving a safer, more livable, and more business-friendly city.
Planned activations include:
- Earth Day kick-off of events in partnership with the New York City Department of Parks & Recreation (NYC Parks) that aim to engage a record number of New Yorkers in caring for their local parks;
- Community cleanups in partnership with the New York City Department of Sanitation (DSNY) across the five boroughs;
- Metropolitan Transportation Authority’s “MUSIC Under New York,” livestreaming auditions that allow riders to vote on which performers are authorized to entertain in subway stations and;
- Small business promotions and opportunities to support entrepreneurs, including “Shop Black” and a competition to identify the best menu items offered by local restaurants.
The ‘Spread Love NYC’ initiative will serve as a digital one-stop-shop for New Yorkers to sign up for meaningful volunteer opportunities hosted by nonprofits and other public sector organizations. The online hub will display volunteer engagement data from around the five boroughs on a public dashboard. Nonprofit organizations are invited to join the campaign and register volunteer opportunities online.
Today’s event included a gathering of New Yorkers whose self-starting civic engagements range from the Queens Night Market to the Hell’s Kitchen Litter Legion.
The visual inspiration behind the campaign “We ❤ NYC” is an approved adaptation of the famous Milton Glaser-designed “I ❤ NY” owned by New York State’s Department of Economic Development.
“We know New Yorkers love their parks, and thanks to Mayor Adams and the Partnership for New York City, we’re excited to introduce new opportunities starting this spring to give back and care for our 30,000 acres of open space and 2.5 million trees,” said NYC Parks Commissioner Sue Donoghue. “Our parks and natural areas offer respite and refuge for New Yorkers to recharge and reconnect with nature, and we’re ready to engage everyone to lend a hand and make a difference.”
“If you love this city, if you care about this city, if you believe in this city, then you have a role to play in keeping it clean,” said DSNY Commissioner Jessica Tisch. “With community clean-ups in neighborhoods across the five boroughs, every New Yorker has an opportunity to show that they love New York City. I want to thank the Partnership for New York City, Mayor Adams, and Governor Hochul for making this campaign possible.”
“Loving your city means shopping your city,” said New York City Department of Small Business Services Commissioner Kevin D. Kim. “The We ❤ NYC campaign is a reminder that small businesses are the heartbeat of every neighborhood, and you can keep them alive by making them the first stop when you shop! Check out nyc.gov/shopyourcity.”
“Arts and entertainment are the heart and soul of our city and the reason why ‘We ❤ NYC,” said Mayor’s Office of Media and Entertainment Commissioner Anne del Castillo. “Thank you to the Partnership for New York City, Mayor Adams, and Governor Hochul for launching this campaign that engages New Yorkers and celebrates New York City’s musicians.”
“We all love New York City, in all of its complexity, with all of its imperfections — it is the place we call home. What better way to spread that love than to give our time, our skills, and our effort to our neighbors, our blocks, our boroughs, and our city?” said New York City Chief Engagement Officer Betsy MacLean. “We are thrilled to team up with the Partnership for New York to love our city through service. There is no limit to the ways New Yorkers can spread their love — you can plant flowers in your local park, give out meals to neighbors who are unhoused, teach English to asylum seekers, mentor young New Yorkers, and on and on. A huge thank you to Kathy Wylde for her leadership and to Chief Service Officer Laura Rog and her dynamic NYC Service team for giving us all the opportunity to spread our New York City love.”
“At its core, love is about serving one another — committing to a shared vision that is the best of ourselves and the best of our great city,” said New York City Chief Service Office Laura Rog. “Every day, there is an opportunity to uplift one another and connect in impactful ways, and we invite all New Yorkers to serve in the ‘Spread Love NYC’ campaign. NYC Service is grateful to link arms with the Partnership for New York City, and all of our nonprofit partners and city agencies, to provide meaningful access, opportunity, and resources for communities to come together and answer the call to serve.”
“Public art reflects the vibrancy and tells the story of our communities and we are excited that, through a participatory process, residents at Morrisania Air Rights will be able to design and inspire a new mural,” said New York City Housing Authority Interim CEO Lisa Bova-Hiatt. “Thank you to all of our partners who made this possible, as I know this mural will be a wonderful addition to the development.”
See recap video below: