City Parks Foundation (CPF) is the only independent, non-profit organization to offer park-based community programs throughout New York City. We needed to raise awareness and understanding of CPF's, mission/programs. Secondly, leverage CPF/Summerstage audiences to donate both time and money. Nobody knows city parks better than squirrels, so we devised “Get Adopted by Squirrel” - a tongue-in-cheek program to deliver our message to New Yorkers. The campaign covered print, TV, digital, radio, OOH and social channels."Adopted" New Yorkers received regular updates from their squirrel parents about events in city parks, allowing CPF to maintain long-term, continuous contact with their target audience.

The twitter feeder are installed devices that were placed in parks throughout the city. That specific device we created activates only when a squirrel eats from it. Every time a squirrel eats from food placed in that device a tweet is automatically sent out as though it were coming from a squirrel.