NEW YORK – After Hurricane Sandy struck, many New Yorkers returned to damaged or destroyed homes and needed help. FEMA’s Private Sector component coordinated with business and community leaders to publicize how survivors could access federal disaster assistance.
FEMA needed to make sure the registration message reached the largest and most diverse audience possible. Many of New York’s private sector leaders stepped in by helping FEMA achieve broad reach and high visibility.
The NYC Taxi Commission broadcast FEMA messaging on its taxi video screens. In December, Madison Square Garden displayed FEMA’s registration information during seven Knicks’ home games and on electronic message boards outside the arena. Radio City Music Hall displayed the information outside the heavily trafficked theater.
To reach commuters, the Metropolitan Transit Authority placed the message in rotation on digital urban panels, located at approximately 100 subway station entrances and on five On the Go! machines. The MTA also placed FEMA posters in eight languages on 100 bus shelters. Staten Island Ferry displayed the multilingual posters on ferries and in ferry terminals, reaching a daily average of 70,000 commuters.
News Corporation featured a FEMA disaster assistance video on the Jumbotron located in Times Square, which reached approximately 75,000 pedestrians daily in eight languages.
FEMA worked with colleges and universities to distribute local hire fliers on job boards, websites and other means of communication to students. Schools in Nassau and Suffolk counties and all boroughs of New York City helped reach thousands of students, faculty and staff. For four weeks, movie theaters included FEMA messaging as part of previews throughout many affected areas, including the Bronx, Brooklyn, College Point, Elmsford, Farmingdale, Hawthorne, Hicksville, Holtsville, Jamaica and Valley Stream.