People Embracing People


People Embracing People


  • Print, Outdoor Posters, Collateral
  • Media Placement
  • Television & Video
  • Public Relations Strategy
  • SEM

This unique public health initiative was made possible by the State of New York and Maranatha Human Services.


Darling was tasked to devise a city-wide campaign to place individuals with developmental disabilities into people’s private residences for care and companionship.

The idea

To drive awareness and interest in becoming a caregiver, we branded the initiative People Embracing People (PEP). Research led us to an emotional strategy to reach the 1% of people who have a strong desire to change a person’s life.

The campaign

A soft launch consisting only of OOH media (subway car cards, subway platforms, bus sides, and bus shelters) produced an inspiring response of over 100 caregiver inquires in less than 3 weeks.

Exceeding expectations

The hard launch included television, traditional and digital radio, local print, digital banners, and SEM. Within a month, site traffic soared and inquiries were up by 70%. PEP had a waitlist for placements.

Lasting results

We crafted a simple, effective language that resonated with people (and excluded polarizing jargon)—fitting enough to be adopted by the New York State Office for People With Developmental Disabilities (OPWDD). And—icing on the cake—we even spiced up their offices with a small makeover to further inspire employees.