We ❤️ NYC: NYC leaders launch new motto, campaign to promote community involvement

I – er – We Love NYC.

That's the slogan leaders in New York City have launched to encourage New Yorkers to get up and get involved to keep the area clean and thriving.

Gov. Kathy Hochul, Mayor Eric Adams, business, labor and civic leaders in the state launched the 'We ❤️ NYC' campaign this month, organizers said on the program's website.

A spokesperson for the campaign said the iconic 'I ❤️ NY' mark is not going anywhere and the two will coexist. The 'We ❤️ NYC' motto is simply a trademarked version of Milton Glaser’s design for the “I ❤️ NY” campaign, which launched in 1977.

Why was 'We Love NYC' launched now?

The campaign is a joint effort to encourage New Yorkers to volunteer and complete their own acts of service in the area.

The move comes after a difficult time during the COVID-19 pandemic, said Mayor Eric Adams in the release.

"The ‘We ❤️ NYC’ campaign asks everyone who loves the greatest city in the world to show it by lending a helping hand and spreading that love to every block across all five boroughs," Adams said.

Over 60 businesses and individuals have supported the campaign so far, including Condé Nast, Amazon and Hearst.  

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What will the campaign look like?

There will be multiple events during the first eight weeks of the program, including:

• An Earth Week kick off with NYC Parks.
• Community cleanups across the five boroughs in partnership with the NYC Department of Sanitation.
• Neighborhood business promotions, including the opportunity to “Shop Black” and to participate in a competition to select the best menu items offered by New York City restaurants and caterers.
• Spread Love NYC, a campaign to engage New Yorkers through volunteer programs at local nonprofits and city agencies.

Organizers announced the program launch at a special event with representatives from program partners such as the New York City Department of Small Business Services and the New York arts scene.

“Arts and entertainment are the heart and soul of our city and the reason why ‘We ❤️ NYC,” said Mayor’s Office of Media and Entertainment Commissioner Anne del Castillo. “Thank you to the Partnership for New York City, Mayor Adams, and Gov. Hochul for launching this campaign that engages New Yorkers and celebrates New York City’s musicians.”

Visit welovenyc.nyc for more information.

Saleen Martin is a reporter on USA TODAY's NOW team. She is from Norfolk, Virginia – the 757 – and loves all things horror, witches, Christmas, and food. Follow her on Twitter at @Saleen_Martin or email her at sdmartin@usatoday.com.