Creative Gallery on Sustainability Communications


"GreeNYC Small Steps, Big Strides - Light bulbs" For Mayor Bloomberg's Office of Long-term Planning and Sustainability
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Description / Synopsis

Birdie informs the public on “small steps” such as recycling, using energy efficient light bulbs and walking to help make “big strides” towards a more sustainable lifestyle as well as a greater, greener NYC.


In 2007, the Mayor’s Office set a goal: to reduce New York City’s greenhouse gas emissions by 30 percent by 2030. Thanks to innovative and comprehensive sustainability policies under PlaNYC, New York City is well on its way to achieving this goal, but knows that meeting it will require the help of all New Yorkers. Thus, GreeNYC was created and with the help of the program’s mascot ‘Birdie’ the program helps engage New Yorkers to take easy but meaningful actions to live more sustainably.


This program is dedicated to helping New Yorkers rise to the challenge of making our city greener and greater. How? By reducing their energy use, choosing a more sustainable lifestyle, and taking small actions that will help shrink the citywide carbon footprint and improve environmental quality.


This animation was part of a larger media campaign to launch the GreeNYC program. At present, 40% of New Yorkers are familiar with the program.

Title"GreeNYC Small Steps, Big Strides - Light bulbs"
CityBrooklyn, NY
AdvertiserMayor Bloomberg's Office of Long-term Planning and Sustainability
Brand NameGreeNYC
Product NameGreeNYC Animation
Sustainability Themes Consumption Patterns, Energy, Education & Awareness
Date of First Publication 04/01/2007
Country of ProductionUnited States of America
TaglineSmall Steps, Big Strides
Length30 seconds
Creative Director: Willy Wong
Creative Team: Todd  St. john