Village Voice Newspaper: New York writes itself

Leo Burnett New York

Summary

HOW VILLAGE VOICE ENGAGED A WRITING STAFF OF 8 MILLION NEW YORKERS

Village Voice is an editorial channel that has a heritage of capturing the real, uncensored voice of New York. Our challenge was to prove this brand position, and at the same time, re-establish the Village Voice as the go-to source of arts and culture.

Our strategy was to give New Yorkers a new way to get involved in the creation of cultural content with the brand. The solution was 'New York Writes Itself.com', a simple online destination for New Yorkers to write down the real, uncensored stories they see and hear on the streets everyday.

In 2012, a collection of the best stories submitted were woven together to create the script for a first-of-its kind Off-Broadway play, called '8 Million Protagonists'. The show brought the real, uncensored stories and experiences of New Yorkers to life on stage in the plot of a typical day in NYC, and the melting pot of characters you meet. '8 Million Protagonists' is the first entirely crowd-sourced play of its kind.

Background