100 Of The Most Iconic New Yorker’s Have Banded Together In Support Of The City They Love

Start spreading the news: Some of New York City’s most legendary icons are here to tell you: it’s New York Forever, baby.

In an announcement made Thursday, from Amy Schumer and Jerry Seinfeld to Andy Cohen, Marcus Samuelsson, Ilana Glazer and Nathan Lane are doubling down on their beloved city with a new campaign called NY Forever that aims to restore a sense of faith in the city’s future. The goal: enlist at least half-a-million New Yorkers to sign a pledge saying they will commit to help reshape the city they call home.

“New York City has been tested before and every time a new generation has stepped up to meet the moment,” fourth-generation owner of Russ & Daughters Niki Russ Federman said in a statement. “Now it’s our turn as New Yorkers to loudly commit to playing a role in helping New York City emerge from this moment.”

A big part of that effort will also be a city-wide and community-based initiative to support out-of-work restaurant workers. In partnership with ROAR, the initiative will connect New Yorkers to volunteer needs through New York Cares and Citizens Committee for New York City.

“This is a platform for New Yorkers to pledge to commit and take part in the next chapter of New York City,” Nikki M. James, the TONY award-winning Broadway actor said. “One that’s built around racial equity and support for New Yorkers hit hardest by the pandemic.”

New York City has been hit hard by the Covid-19 pandemic over the past year. Previously one of the most visited tourism destinations in the world, according to the 2019 NYC & Company annual report, tourism reached an all-time high in 2019, with 66.6 million individual trips and roughly $47.4 billion generated in direct spending. The hospitality industry accounted for as many as 400,000 jobs across the five boroughs, a figure which has been decimated as a result of the ongoing pandemic.

Today, with unemployment rates at an all-time high, and millions still left to bear the brunt of the economic consequences, the future remains not only on a successful rollout of the vaccine, but on the very people who continue to live and call the city home.

It’s going to be a slow build, but the NY Forever campaign plans to leverage some of the city’s star power, which certainly couldn’t hurt. Over the next 30 days they will be rolling out a social media campaign that will include new videos with notable New York City celebrities in film, tv, sports, theatre and community organizations.

Starting tonight, the campaign officially kicks off with a “take over” of the colored spire at One World Trade Center and the One World Trade Center Podium as well as One Bryant Park at 151 W. 42nd St and the Helmsley Building which will be lit in the campaign’s colors.

To build on the enthusiasm for the city, NY Forever will also introduce limited-edition merchandise “drops” with some of they city’s top designers to benefit New Yorkers in need.

“NY Forever is about doubling down on our commitment as New Yorkers to the city we call home,” said Dr. Rahsaan Harris, CEO of Citizens Committee for New York. “The future is in our hands, it’s up to us to make this the inclusive and innovative city we want it to be.”

To take the pledge, or to find more information on how you can get involved in NY Forever, you can go to the link here.

In the words of the city’s most beloved crooner: “It’s up to you, New York, New York.”

This article was originally published by Michelle Gross,

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