#ReservedForHeroes | Citi Bike X Young Hero
Role | Concept development, copywriting

In March and April of 2020, Citi Bike, NYC’s largest bike sharing service, launched their COVID-19 response to provide a free Citi Bike membership to critical workers.

The #ReservedForHeroes campaign supported this initiative, reminding those on social media to stay home and keep Citi Bikes available for these critical workers’ use. The team launched a bike lock / heart symbol for the campaign, to represent and encourage community solidarity and strength. We also recognized the critical workers using Citi Bike in stories and posts, thanking them for their efforts in keeping us all safe.

Outdoor, digital and social campaign