P.S. I Love You

Reframing the Debate for New York’s Public Schools


Known for its after-school programs, Trinity Wall Street retained BBMG to create a bold new platform for invigorating public discourse about the best way to improve NYC public schools.


To win with a broad coalition of stakeholders—from teachers unions and parents groups to charter schools—we needed to stand for more than criticizing public schools. Indeed, the NYC education system has a lot going for it, but so few citizens know the public school down their block and how it affects the local community.


Our campaign—”PS I Love You”—playfully nods at the citywide naming system while inviting us to celebrate all the ways public schools make us great. In addition to the campaign identity, based on an origami-inspired heart, BBMG created an integrated campaign to generate buzz, thought leadership and engage community groups in raising the bar for NYC public education. A dedicated microsite serves as campaign hub and delightful tactics like personal flair, street banners, story galleries and specially branded school buses help bring the campaign to life.