Grassroots Campaigns

We know campaigns, because we know neighborhoods.

We’ve canvassed the streets and worked closely with the community members that make real change across this city, state, and beyond. Our ability to develop and implement thoughtful, comprehensive grassroots campaigns is the YNY edge.

We recognized early on that sophisticated, on-the-ground organizing could be an incredibly effective tool for advancing issues, and over the years we have created numerous campaigns that have generated both attention and results.

Whether it be organizing tenants and public school parents in support of a land use approval, or coordinating the lobbying efforts of numerous not-for-profit organizations in support of legislation, YNY understands how to reach, engage, and motivate key stakeholders like no one else.

“Long before Wegmans ever began construction on their new Brooklyn store, the YNY team helped build a strong relationship between them and our NYCHA residents. Wegmans has been a great partner with the Ingersoll Residents Association and we are extremely grateful to them and YNY for respecting the community and truly becoming part of it.”

– Darold Burgess | President, Ingersoll Houses Residents Association

Our grassroots campaign strategies:

  • Public & Media Events
Whether it’s a rally, press conference, or other event, we make it happen from planning to execution. Our audacious approach always draws a crowd.
  • Social Media & Digital Advocacy
Our experts don’t only go after obvious audiences for your campaign, we know the political landscape to deliver the most effective following.
  • Letter Writing, Petitions, & Canvassing
Nothing speaks louder than the masses. Our engagement of the communities we’re in means we see who needs to say what for the best results.
  • Targeted Advertising & Mail Campaigns​
We help you identify exactly who you need to be communicating with, about what, and when, to make the biggest impact for your cause.​

Case Study

When Wegmans Food Markets, the nation’s most beloved grocery stores, decided to build their first-ever New York City store in the Brooklyn Navy Yard, they retained YNY to help them build community support and address neighborhood concerns. As an unknown quantity to many residents in the surrounding neighborhoods, Wegmans needed to tell their story – and communicate their extraordinary commitment to engagement and pride in what they’ve built – through a comprehensive, on-the-ground presence and YNY delivered.

Throughout pre-development, construction and now post-opening, YNY has worked with the Wegmans team on a wide array of initiatives and campaigns that have resulted in strong relationships and grassroots support, including:

  • Immediate outreach to tenant leaders and residents in nearby NYCHA developments.
  • Creation of pro-active local hiring initiatives focused on NYCHA residents, including direct mail, in-person presentations, and door-to-door canvassing to make residents aware of opportunities.
  • Connections to leading Brooklyn food pantries and not-for-profits for ongoing contributions to address food insecurity in the boroughs.
  • Creation of “Healthy Eating” educational programs provided in-classroom to elementary schools throughout Brooklyn.
  • Presentations to key stakeholder groups – including the local elected officials and community boards – and regular updates to these stakeholders.

Similar to the community-based campaign YNY organized for IKEA in Red Hook when they opened their first New York City store, the Wegmans campaign was built on respect for neighborhoods and a commitment to truly understanding and supporting community needs.

Results

When Wegmans opened their doors in Brooklyn in October of 2019, they not only immediately drew record crowds of shoppers, but they generated widespread praise from nearby NYCHA tenant leaders and community advocates for the proactive approach they undertook to becoming active and engaged neighbors.