Bellweather Agency Launches “For Brooklyn” Campaign for the Brooklyn Public Library, Highlighting the Library’s Innovative and Unexpected Offerings

The new advertising campaign puts the spotlight on the Library’s visionary and expansive resources—such as coding classes, musical instrument lending, and streaming video services

New York, NY (March 26, 2019)Bellweather Agency, in partnership with Brooklyn Public Library (BPL), this week announced the launch of the “For Brooklyn” advertising campaign, built to highlight the Library’s wide range of innovative and original offerings. The new campaign highlights over 200 elements of the Library’s original programming and services, including classes, performances, business services, and digital resources.

The Library’s audience and usage have grown tremendously in recent years. With 59 branches in neighborhoods across Brooklyn, BPL served community members over 9.3 million times in 2018, in-person or digitally, making it one of the most-utilized institutions in New York City and one of the busiest libraries in the country.

The “For Brooklyn” campaign highlights the Library’s new initiatives and innovative programming. The “For Brooklyn” campaign introduces these offerings and services by answering the question, “What is the Library for in 2019?” There are currently 52 different “For…” iterations in the campaign, with more planned. “The Brooklyn Public Library has an incredible collection of books, but you can also book a conference room with video conferencing capabilities, borrow a full drum kit, or enter the PowerUp! business plan competition at the Library. The ‘For Brooklyn’ campaign highlights the unexpected gems that the Library offers,” said Emily Lessard, Chief Strategy Officer at Bellweather.

“Whether you attend storytime in one of 12 languages, enroll in a robotics workshop, launch a podcast from our recording studio or simply enjoy a book from our collection, the Library is indeed for Brooklyn,” said Linda E. Johnson, Brooklyn Public Library President and CEO. “We are delighted to work with Bellweather Agency to celebrate Brooklyn Public Library’s collections, programs and services in this new colorful and creative campaign.”

For more images and background information, visit Bellweather’s “For Brooklyn” case study.

The campaign is photographed by artists Andre D. Wagner and Arturo Olmos. Andre D. Wagner is a celebrated artist and street photographer based in Brooklyn, whose work has been featured regularly in The New York Times. Arturo Olmos’s photography has been featured in Fast Company, Vogue, and W. “The Brooklyn Public Library is an incredibly nimble and responsive institution. The campaign uses street photography to capture this feeling. We photographed actual library patrons throughout, which gives an unmistakable energy to the campaign,” said Louis Lee, Chief Creative Officer at Bellweather.

The campaign is supported by borough-wide media including subway advertising, billboards, phone kiosks, and social media.

Visit the Library’s “For Brooklyn” campaign landing page

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About Bellweather Agency

Bellweather Agency specializes in creative and marketing for cultural institutions and the travel and tourism industry. Started in 2016 by Emily Lessard, Louis Lee, and Jessie Moore, the agency has offices in New York City, Philadelphia, and San Diego. For more information, please visit get in touch.

Announcing NYC Pride’s Official Campaign for WorldPride 2019 | Stonewall 50

New York, NY (February 20, 2019) — NYC Pride revealed 2019’s official campaign for WorldPride 2019 | Stonewall 50, featuring over 30 portraits of leaders and luminaries within the LGBTQIA+ movement paired with iconic imagery from the past 50 years of NYC Pride.

“This year’s campaign connects the moments of WorldPride and Stonewall 50 with decades of celebrations and historic events in New York City,” says Chris Frederick, Executive Director of Heritage of Pride, the nonprofit organization responsible for NYC Pride and WorldPride 2019 | Stonewall 50. “We invite the world to join us in New York City this June and make their moment where the movement was made.”

“The talented leaders and influencers from the LGBTQIA+ community displayed within the campaign represent the unique span of our community and provide visibility and representation to those who’ve paved the way and the next wave of innovators,” says Eboni Munn, Communications Manager of Heritage of Pride.

The campaign was photographed by Mamadi Doumbouya and features over 30 portraits of the LGBTQIA+ community, including:

The campaign also includes historical images from NYC Pride’s archives, The Lesbian, Gay, Bisexual & Transgender Community Center, and the New York Public Library’s Diana Davies’ photographs collection, among other institutions and archives.

“We are honored to weave together images and video from the past 50 years of art, events, and protest into a single campaign for WorldPride and Stonewall 50,” said Emily Lessard, Chief Creative Officer of Bellweather, the creative agency responsible for the campaign. “The NYC WorldPride portraits are compelling, heart-stopping, and paint a picture of the movement today,” said Louis Lee, Creative Director at Bellweather Agency.

NYC WorldPride 2019 | Stonewall 50 will take place from June 1 to June 30. This year’s events will include renowned events such as NYC Pride March, PrideFest, Pride Island, returning events such as the Human Rights Conference, GameChangers, culinary event Savor Pride, and more. NYC & Company, the official tourism and marketing agency for New York City, expects NYC WorldPride 2019 | Stonewall 50 to draw over 3.5 million visitors this year—an increase of 50% year-over-year.

Each year, NYC Pride gives back to the local community through volunteering and awarding grants to local LGBTQIA+-serving organizations.

View the full NYC WorldPride case study here

For a calendar of WorldPride | Stonewall 50 events or to learn more about community grants, visit:

About NYC WorldPride 2019 | Stonewall 50
WorldPride 2019 | Stonewall 50 honors and celebrates the Pride movement and the 50th anniversary of the Stonewall Uprising. It’s the first WorldPride hosted in the United States, and the second North American WorldPride in the event’s nearly 20-year history.

Media Contacts:

Cathy Renna | Media Consultant at TargetCue

James Fallarino | Media Director, Heritage of Pride

Eboni Munn | Communications Manager, Heritage of Pride


About Bellweather Agency

Bellweather Agency specializes in creative and marketing for cultural institutions and the travel and tourism industry. Started in 2016 by Emily Lessard, Louis Lee, and Jessie Moore, the agency has offices in New York City, Philadelphia, and San Diego. For more information, please visit

About Heritage of Pride

Heritage of Pride, Inc. is the volunteer-directed organization behind the official NYC Pride roster of events. 2019 NYC WorldPride Stonewall 50 will include more than 50 different Pride events for LGBTQIA+ and allied people of all ages, taking place during the last two weeks of June. Heritage of Pride’s mission is to work toward a future without discrimination where all people have equal rights under the law. We do this by producing LGBTQIA+ Pride events that inspire, educate, commemorate and celebrate our diverse community. For more information about NYC Pride and WorldPride 2019 | Stonewall 50, including opportunities to volunteer, sponsor, or purchase tickets, visit