Some people stay thirteen forever.

PBS Thirteen, the nation’s most-watched public television station, asked IPNY to expand their annual summer fundraising drive with an awareness strategy targeted at their NYC-based audience. Since 1962, PBS Thirteen has consistently introduced its loyal members to amazing new experiences – from high quality programming and innovative online content to essential community services. Mister Rogers, Julia Child, Robert MacNeil, Christiane Amanpour, Tony Bennett and Lady Gaga are just some of the personalities who appear in transit and outdoor posters throughout the metropolitan area with the rallying cry, “Forever Thirteen.”

With Congress making noise about defunding the Corporation for Public Broadcasting in its new budget, THIRTEEN, the nation’s most- watched public television station, launched a campaign to 1) raise the ire of its passionate New York viewers, 2) encourage subscribers to tell their local representatives to lobby against the impending cuts and 3) inspire contributions. This is a call-to-arms approach that transcends the well-bred fundraising appeals Public Television is known for.