Charity Plays Up N.Y. Roots in Antipoverty Ad Campaign

In its first advertising campaign, the New York-based Robin Hood Foundation aims to celebrate Big Apple archetypes and stir local sentiment to encourage giving, according to The New York Times.

The promotional effort, introduced Monday, carries the motto “Fight poverty like a New Yorker” and follows a tradition among commercial advertisers hoping to sharpen their appeal by addressing New York City audiences on the basis of shared geography, lifestyle, and mindset.

Ads rolling out on radio, billboards, and social media reference the subway, bicycle messengers, and other icons of New York life and seek to link the foundation’s work to quintessential New York habits and attitudes, the Times writes. The charity, which marks its 25th anniversary this year, has raised $1.25-billion to benefit antipoverty groups in the city.