01
Access for All
Every resident deserves a great park — regardless of age, zip code, or how they choose to use it.
A Better Park for AllCreative Plan · v3Campaign Creative Plan
230 acres.50 years.One park for everyone.
230 acres of public land have sat fenced off and inaccessible for generations. It's time to clean it up, open it up, and deliver a better park for everyone.
230
Acres fenced off
50
Years of waiting
1
Park, for everyone
6
Creative workstreams
Three core ideas
Community-driven. Rooted in everyday needs. Not politics.
Everything we make should reinforce these three ideas — championed by the Hudson County Executive, told in the voice of parents, kids, seniors, coaches, community leaders, environmental advocates, and neighbors.
02
Public Land Stays Public
230 acres of Liberty State Park belong to the people of New Jersey. Public land is a public right.
03
Clean Up the Fenced Land
After 50 years behind a chain-link fence, it's time to remediate the land and open it up.
Our mission
Built to serve the community. Owned by the public.
A Better Park for All is a coalition of Jersey City, Hudson County, and statewide residents fighting to reclaim Liberty State Park's 230 fenced, polluted acres for the public. Public land is a public right.
We fight for a park where kids play on real fields, tracks, and multi-use courts; youth leagues have room to compete; seniors and neighbors gather year-round in community spaces; and the park's natural land welcomes birders, walkers, and anyone who needs a breath of fresh air.
A Better Park for All.
Creative asset overview
Six workstreams. One coherent campaign.
01
Landing Page
Digital home for all audiences to learn more and get involved.
02
Table-Setter Video
A :30 spot explaining the problem, the coalition, and the vision.
03
Validator Video Series
Short social videos featuring trusted community members.
04
Static Content
Strong, engaging graphics and copy for campaign and outreach.
05
Stakeholder & Coalition Materials
Toolkits to support the coalition and the cause.
06
Earned & Sponsored Media Support
Polling graphics, event signage, and creative support.
01 · Coalition Website
A digital home for all audiences to learn more and get involved.
Sitemap
Seven pages, one coalition.
01
Home
The problem, the vision, the ask.
02
Our Mission
Coalition statement and what we're fighting for.
03
Community Voices
Quotes and videos from residents and validators.
04
Research & Polling
Data on public support and park use.
05
News & Updates
Press, statements, and campaign milestones.
06
About Us
Coalition partners and organizational backing.
07
Get Involved
Sign up, donate, volunteer, share.
Example Layout — Home
i · The Problem
We've been waiting long enough.
Liberty State Park is one of New Jersey's greatest public spaces. But 230 acres have remained fenced off and polluted for 50 years. Generations have grown up with promises about what it could become. How much longer should we wait?
Hero image / fence-line footage
ii · Our Mission
A Better Park for All.
Built to serve the community. Owned by the public.
A Better Park for All is a coalition of Jersey City, Hudson County, and statewide residents fighting to reclaim Liberty State Park's 230 fenced, polluted acres for the public. Public land is a public right.
We fight for a park where kids play on real fields, tracks, and multi-use courts, youth leagues have room to compete, seniors and neighbors gather year-round in community spaces, and the park's natural land welcomes birders, walkers, and anyone who needs a breath of fresh air.
Every resident deserves a great park, no matter their age, zip code, or how they choose to use it. Built to serve the community. Owned by the public. A Better Park for All.
iii · Community Voices
Quotes + videos.
Real Jersey City residents — parents, coaches, seniors, advocates — telling the story in their own words. Validator series clips embed here and across the site.
▸ Coach Bob Hurley
▸ Senior, 45-year resident
▸ Parent of three
▸ Environmental advocate
iv · Join the Coalition
Add your name.
Lightweight sign-up — name, email, ZIP. CRM-backed for follow-up, mobilization, and signature targets.
Full name
Email
ZIP code
02 · Table-Setter Video — :30
"We've been waiting."
Cinematic but not too slick. Emotional, with real authentic voices and footage — current and historical — taking us through Liberty State Park turning 50, hundreds of acres still fenced off, and all of us (not "them") still waiting for the park we were promised. VO from a local resident. 71 words.
Voiceover
"Did you ever wait so long for something, you stopped believing it was gonna happen?"
Sun rises over Jersey City, then cut to Liberty State Park — real Jersey City moments.
"For fifty years, they've been promising us a better Liberty State Park."
Archival images of JC and Liberty State Park opening. Through the years.
"Meanwhile, two hundred and thirty acres are still toxic and unusable behind a fence."
Cut to the fence and empty land — view through chain link, quiet and still.
"We want a park that's completely cleaned up, open and available to everyone…"
Moving portraits of real Jersey City people.
"Fifty years is too long to wait. It's time to clean up all of Liberty State Park."
A resident looking through the fence, or at it from a distance.
End frame
Better Park for All logo lockup.
03 · Validator Series
Trusted community voices, in their own words.
Short videos in all aspect ratios, weighted toward vertical. Natural and emotional. Participants informed by research; quotes co-developed with and approved by each messenger.
I've lived in Jersey City for forty-five years. I've watched my kids and grandkids grow up around Liberty State Park, with a huge piece of the park fenced off and toxic. All of these kids deserve a place to play.
Senior, 45-year resident
My daughter is six now, and I want her to grow up with a safe place to play. We need access to all of Liberty State Park.
Parent
Nature and community belong together. That's why I believe in this plan.
Environmental advocate
I coach sports because it means everything to these kids — confidence, teamwork. But we can't play without a place to play. When there's no fields, there's no opportunity.
Local coach
I'm Jersey City all the way. I teach sports because it means everything to these kids. And they learn confidence and teamwork. But we can't play without a place to play. When there's no fields, there's no opportunity.
Coach Bob Hurley — in his voice
DRAFT — for Coach Hurley's review and approval
For fifty years all we've had are promises. Now it's time for action. Let's restore Liberty State Park for all.
Community leader
A great public park shouldn't depend on your zip code or your income. For 50 years, 230 acres of Liberty State Park have sat fenced off and out of reach — and the families who live closest have waited the longest. Every resident of this city deserves a clean, open, welcoming park. That's what a better park for all really means.
Richard Smith — President, NAACP New Jersey State Conference
DRAFT, PENDING TEAM REVIEW AND APPROVAL
This section will be built out with specific validators and partners who work with PPF. Participant list and draft language are placeholders pending outreach and sign-off.
Suggested additional video
The part of the park no one can see.
Short, social-first clips built around the fenced, polluted land. Tone: factual and observational, not alarmist. Because almost no footage of the interior exists, the inaccessibility is itself the story.
01
Drive-by along the fence line
Slow tracking shot from a car window running the length of the chain-link fence. On-screen text counts up — seconds, acres, or just "still fenced… still fenced…" — until the sheer scale lands viscerally.
02
View through the chain link
Static and handheld shots looking through the fence at overgrown, empty acreage. Simple on-screen facts: "230 acres." "Fenced for 50 years." "Public land."
03
Aerial / drone reveal
Overhead footage showing the locked-off interior beside the crowded, active edges. The clearest way to communicate "230 acres" without a map.
04
The walk that stops at the fence
Follow a parent with a stroller, a senior, a kid with a ball — walking through the park until they reach the fence and can't go further. The hard stop is the message.
05
Then-and-now / archival contrast
Intercut historical footage of the park's opening and the original promise with present-day shots — extending the table-setter's beat.
Production note
Because usable footage of the interior doesn't exist publicly, a single original shoot — fence-line drive, through-fence shots, and aerials in one session — would generate the raw material for most of the clips above and the table-setter. Keep all imagery factual and observational per the campaign guardrails; avoid alarmist or fear-based treatment. Confirm site access and any drone permissions given the active remediation.
04 · Static Content
Headlines built to travel.
Asset 01
Everyone deserves a better park.
For 50 years, 230 acres of public land have remained fenced off and out of reach. It's time to clean it up and open up Liberty State Park for everyone — public land, kept public.
Asset 02
Public means everyone.
A better park should serve every person, every family, every neighborhood, every generation.
Asset 03
Parks belong to the people.
A better park for all.
Asset 04
50 years is long enough.
A better park for all.
05
Stakeholder & Coalition Materials
One-pager, FAQ, deck, and coalition support materials.
06
Earned & Sponsored Media
Polling graphics, event signage, and other creative support.
Always
Voice & Tone
"Us," not "them." Community-driven. Specific. Hopeful. Never alarmist.
07 · Campaign Plan
A 3-month, two-track campaign.
Strategic imperative: very high frequency. Educate through repetition while manufacturing a sense of urgency — when elected officials and stakeholders see this everywhere, they feel the need to act.
Track 1 · 12 weeks
Stakeholder audience program
Targets: Elected officials, staff, and civic leadership throughout the county. Custom audience hand-built by Moxie. Est. 5–10k size.
Table-setter ad (informed by polling)
- 230 acres of toxic waste that no one has ever cleaned up.
- What if we cleaned it up?
- We could have a world-class park with facilities.
- That's our vision.
Strategic goal
Constant pressure, extremely high frequency to manufacture the feel of a big moment.
Tactics
Streaming TVStreaming AudioFacebookInstagramLinkedInOnline VideoDisplay
Track 2 · 12 weeks
Grassroots education & mobilization
Targets: Likely supporters based on polling and modeling data — excluding Solomon's strongest districts in Wards E and F, and excluding enviros.
Phase 1
Weeks 1–6
All registered Dems with an active voting history (2024 and 2025). Table-setter ad + CTA: "Sign your name; support our vision." Information capture for reactivation. Educate people about the need for action and our proposal; build a funnel and start capturing supporters.
Streaming TVStreaming AudioFacebookInstagramOnline VideoDisplaySearch
Phase 2
Weeks 7–12
Expand to a lookalike audience based on signatures to date. Drop Streaming TV, Streaming Audio, OLV, and Display. Optimize for conversions.
FacebookInstagramSearch
Throughout · Opportunistic timing
Endorser activations as supporters come online.
As endorsers announce, we run supporter-specific activations — static ads featuring each endorser, targeted to the districts where they already command overwhelming support.
- Craig Guy: on announcement, run static ads featuring Guy's support in the 171 Hudson County districts where Guy received >80% support.
- Brian Stack: on announcement, run the same play in SD33.
- And so on for each additional endorser as they come online.
Total budget
$461,500
Media
$44K–$66K
Creative production
CROSS-PLATFORM SCREEN EXPOSURES
70+on Stakeholders
30+on Active Dems
Est. signatures
2,000
Track 1 · Stakeholder
| Line item | Impressions | Spend |
|---|---|---|
| Audience Development | — | $10,000 |
| Meta | 546,000 | $12,000 |
| 360,000 | $54,000 | |
| Streaming TV | 420,000 | $30,000 |
| Streaming Audio | 420,000 | $18,000 |
| OLV | 630,000 | $21,000 |
| Display | 630,000 | $15,000 |
| Total | 3,006,000 | $160,000 |
Track 2 · Grassroots
| Education | Impressions | Spend |
|---|---|---|
| Meta | 932,547 | $19,000 |
| Streaming TV | 717,344 | $51,000 |
| Streaming Audio | 717,344 | $29,000 |
| OLV | 1,345,020 | $41,000 |
| Display | 1,345,020 | $27,000 |
| Endorser activation | Impressions | Spend |
|---|---|---|
| Meta | 1,500,000 | $30,000 |
| Grassroots mobilization | Signatures | Spend |
|---|---|---|
| CRM | — | $4,500 |
| Meta | 1,800 | $90,000 |
| Search | 200 | $10,000 |
Track 2 total$301,500
Creative budget
Production & creative development
Production scope across the campaign, phased to match the paid media plan above.
| Deliverable | Cost |
|---|---|
| Table-setter video (pre-production, production, post) | $15,000 – $26,000 |
| Validator video series (pre-production, production, post) | $15,000 – $26,000 |
| Paid creative development — static design | $14,000 |
| Total creative budget | $44,000 – $66,000 |