Our partnership with New Yorkers For Crane Safety began with a strategic discovery process. We researched crane accidents as well as prior safety initiatives and local organizations with similar goals. Then, we shifted our attention to the creative process. This included developing a website, including design and messaging, along with creating Facebook and Twitter accounts for the newly founded organization. We advised that the best way to rapidly raise awareness and drive impressions was through paid advertising on Facebook and Twitter. We needed to rapidly and authentically go from literally zero followers to cultivating an active follower base in a minimum amount of time. We created a multitude of campaigns centered around spreading awareness, educating the public, and encouraging attendance at events. Our campaigns included image-centric advertisements and informational articles. In addition, we assertively messaged public leaders using Twitter, to solicit support and promote crane safety events.