New York Presbyterian Inspires Blood Donations With Alchemy’s Dedicated NYC Wild Posting

In a city as visually saturated as New York, capturing the attention of busy pedestrians is no small feat. An effective tactic that continues to deliver high engagement in NYC is dedicated wild posting—a street-level advertising format that offers impactful, high-visibility placements in strategically selected locations. For New York Presbyterian Hospital (NYP), this OOH offering was instrumental in amplifying the success of their award-winning campaign, “The Blood Bag Stories.”

Creating a Winning Campaign

“The Blood Bag Stories” campaign inspired blood donation by highlighting real-life achievements made possible through transfusions. The campaign’s striking visuals featured empty blood bags inscribed with life milestones such as “became a mother twice” and “made the soccer team”—a powerful reminder that something as straightforward as a blood donation can be the difference between life and missed opportunities.

To further drive participation, NYP partnered with Van Leeuwen to offer donors an enticing incentive: “Give a pint, get a pint.” Anyone who donated blood at New York Blood Center locations received a voucher for a free 14 oz pint of Van Leeuwen ice cream, seamlessly blending a critical cause with an irresistible reward.

This innovative campaign, rebooted for 2025, earned NYP Gold Award for Print/Out-of-Home Campaign of the Year from Modern Healthcare last year. 

Why Dedicated Wild Posting Works

For a campaign like this, reaching the right audience in the right places is crucial. Dedicated wild posting in particular aided in the impact of this campaign as placing large format advertisements in targeted areas gave NYP the assurance that their messaging would stand out. Here’s why this method is so effective:

Maximum Visibility in High-Traffic Areas

New Yorkers are constantly on the move, navigating the streets, subways, and neighborhoods filled with competing messages. Dedicated wild posting lets your brand control large street-level units in key locations, ensuring exposure to pedestrians, cyclists, and commuters. By securing dominant placements near high-foot-traffic zones—such as Bushwick, Midtown, and the Brooklyn Navy Yard—the campaign reached an audience likely to engage with cause-driven initiatives.

Seamless Integration with Other OOH and Digital Efforts

Wild posting, especially with Dedicated Locations, is a perfect complement to other advertising efforts. Digital ads, social media, and print placements play their role, but dedicated wild postings serve as an inescapable, real-world reinforcement of your message in the places you want to be seen. New Yorkers are more likely to engage with your brand when they see it in the same spot every day on their commute.

Cause-Based Wild Posting in NYC

As brands and organizations look to capture attention in New York’s bustling environment, dedicated wild posting remains an indispensable tool for breaking through the noise. NYP’s “The Blood Bag Stories” campaign demonstrates that, when done right, this strategy generates buzz and drives real-world action. By combining compelling visuals, strategic placements, and an integrated marketing approach, NYP turned city streets into a canvas for life-saving advocacy.

For nonprofits, healthcare institutions, and brands looking to make an impact, NYP’s campaign is a testament to the enduring power of dedicated wild posting in the heart of NYC.

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Alchemy Media™ creates custom New York wild posting campaigns that engage audiences, drive brand recognition, and generate buzz. Contact your local Alchemist and find out how our street-level advertising solutions can help elevate your brand’s presence in NYC.