A Better Park for AllA Better Park for All
Creative Review

Creative for team review.

A focused view of the creative work — landing page concept through script options — pulled out of the full plan so the team can review and approve before we produce.

Draft · pending team review and approval

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. Added later, once research is ready to promote.
05
News & Updates
Press, statements, and campaign milestones.
06
About Us
Coalition partners and organizational backing.
07
Get Involved
Sign up, volunteer, share.
Example Layout — Home
i · The Problem
A Better Park for All

Most of Liberty State Park is still fenced off.

235 acres of Liberty State Park are fenced off from the community. But we can build a park that serves everyone: from pickleballers to birders, youth athletics to environmental preservation. Opening up Liberty State Park serves everyone.

CTA copy · "Join Hudson County residents who believe we deserve a Better Park for All"

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 235 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.

Quotes from
▸ Coach Bob Hurley
▸ Senior, 45-year resident
▸ Parent of three
▸ Environmental advocate
Videos from
▶ Coach Bob Hurley
▶ Senior, 45-year resident
▶ Parent of three children
▶ Environmental advocate
iv · Research & Polling
Added later

Data on public support and park use.

Toplines from the countywide poll, plus park-use data. Added at a later date, once there is research to promote.

Topline poll result
Crosstab / demo
Park-use stat
v · News & Updates

Press, statements, and campaign milestones.

A running feed of coalition news — press hits, official statements, and campaign moments as they happen.

PressCoalition launches with statewide backing
StatementA Better Park for All on the fenced 235
MilestoneSignatures crossed · endorsers added
vi · About Us

Coalition partners and organizational backing.

Who's behind A Better Park for All — the community groups, civic organizations, and leaders lending their name to this fight.

Partner logo
Partner logo
Partner logo
Partner logo
Partner logo
Partner logo
Partner logo
Partner logo
vii · Get Involved

Sign up, volunteer, share.

Reuses the lightweight sign-up above — name, email, ZIP — plus volunteer and share paths for supporters who want to do more.

Sign up
Add your name to the coalition.
Volunteer
Canvass, table, and turn out neighbors.
Share
Post the video, tag your reps, spread the word.
02–04 · Creative Elements

The pieces we'd build.

High-level introductions to each creative component. Scripts, storyboards, and the full static library are available on request.

02
Anchor spot

Table-Setter Video — :30

:30-second table-setter with a compelling review of the problem, the vision, and a call to take action.

02b
Interactive walkthrough

Digital Stakeholder Deck

We're building a digitally-hosted deck so stakeholders can understand the vision — motion-animated renderings of the remediated park, before/after comparisons, and the specific ask for each audience.

03
Short social

Validator Video Series

15-second clips from trusted community voices — factual, warm, in their own words. Built from prior coalition members and new validators (NAACP, seniors, bilingual voices, kids, Sen. Stack, CE Guy).

04
Cross-platform

Static Content

Headlines and copy built to travel — including a dedicated “Public land, kept public” set. One worked example: “Everyone deserves a better park.” Full library available on request.

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.

02b · Digital Stakeholder Deck

An interactive walkthrough of the park journey.

A digitally-hosted deck for stakeholders — motion-animated park renderings and a clear before/after of the 235 fenced acres. Built in the same format as our Liberty State Park plan site.

Digital deck
Web-hosted

Walk stakeholders through the park, then and now.

We're building a digitally-hosted deck so stakeholders can understand the vision — motion-animated renderings of the remediated park, before/after comparisons, and the specific ask for each audience.

Section
What it covers
The park today
Aerials and ground-level views of the 235 fenced acres — what stakeholders and residents actually see when they walk the perimeter.
How we got here
The short history of contamination, broken promises, and the DEP status of the interior — framed for a policy audience.
The vision
Motion-animated renderings of the remediated park — pickleball, youth athletics, birding, wetlands, and preserved open space — mapped onto the current fenced footprint.
Before / after
Side-by-side of the fenced center today vs. the opened park after remediation, so stakeholders can see the change in one frame.
Who it's for
The 730,000 Hudson County residents and 4.5M annual visitors who would gain access, with the specific communities closest to the fence called out.
The ask
What we need from each stakeholder audience — legislators, agencies, coalition partners — and the timing that follows Guy's kickoff.
02 · Table-Setter Video

Script options for the anchor spot

Option A
:30 · 78 words

For Five Decades, For Our Neighbors

The anchor script. A sweeping, community-wide frame — five decades of broken promises, a fence coming down, and a park built for everyone.

Voiceover
Visual
For five decades, over two hundred and thirty-five acres of Liberty State Park has sat contaminated and unusable for the public.
B-roll of the park looking contaminated, dilapidated, and gross.
For five decades, Hudson County has watched as promise after promise to finally clean up the park was broken.
B-roll of people walking past the fence and kids staring through it.
It's finally time for a Better Park for All —
The fence being pushed down.
for parents, kids, seniors, coaches, community leaders, environmental advocates, and for our neighbors.
Hero shots of a parent, their kids, seniors, a coach, a multiracial group, environmental activists, and then the entire group together.
Let's clean up the park, tear down the fence, and make a Better Park for All.
Logo lockup.
Option B
:30 · 77 words

Soccer on the Sidewalk

A kid-led script. A ten-year-old plays soccer on the sidewalk across from a fenced-off park — direct, disarming, and pointed at the adults who can fix it.

Voiceover
Visual
Young child (10): I live across the street from Liberty State Park, but I play soccer… here, on the sidewalk.
A group of kids playing soccer on the sidewalk across the street from the park. Fence in the background.
Most of the park has been fenced off for my whole life, and my parents' whole life.
Kid direct-to-camera.
They're really old.
Kid to offscreen.
One day I'll play soccer on a real field. Walk with my abuela in a big park.
Portraits of Jersey residents together: parents cheering on kids' soccer, teens watching a movie, adults cheers-ing glasses.
So listen up, adults: take down the fence, clean up the park, and open it for everyone in Hudson County.
Logo lockup.
What's a county?
Kid to offscreen.
Option C
:45 · 102 words

Coach Hurley

A validator-led anchor. Coach Bob Hurley connects championship basketball to the public courts and parks that made it possible — and makes the ask for the next generation.

Voiceover
Visual
Coach Bob Hurley: My best players grew up playing basketball on courts in public parks and public schools. I can't imagine winning a championship without that most basic resource.
Bob Hurley direct-to-camera, intercut with archival footage of his teams winning championships.
But for most of my life, Liberty State Park has left 235 acres polluted and unusable. Kids nearby don't have a court to play on.
B-roll of the park looking contaminated, dilapidated, and gross.
I believe in a better park for all — especially our kids. It's time to clean it up and make use of it — with something for everyone: pickleballers, birders, environmental preservation, and youth athletics.
B-roll of pickleballers playing, a group watching birds, advocates testing the soil of a preserved area of the park, and finally Coach Hurley watching a team of young kids play.
Let's clean up the park, tear down the fence, and make a Better Park for All.
Logo lockup.
03 · Validator Vignette Series

Script options for validator vignettes

Example scripts across trusted messenger types. Final talent and demo mix will be driven by data recommendations.

Coach Bob Hurley
:30 · 70 words
Script
Visual
What's the first part to a team's success? Having a space to play and practice. Good courts and fields aren't just important for athletes when they're competing, but for all kids when they're spending time off their iPads and outside together. And without good courts and fields, kids can never experience winning a championship. Let's tear down the fence, open Liberty State Park and make a Better Park For All.
Coach Hurley direct-to-camera. Cut to teenagers playing basketball on a court outside, then to college kids playing in a nice gym. Back to DTC.
Senior · 45-year resident
:30 · 79 words
Script
Visual
I've spent a lot of time in Liberty State Park. I used to run through it, but now I can just take walks. I always see the perimeter of the fence, wondering when I'll get to see the other side. When will I see more kids and families enjoying this land that belongs to all of us. I've waited long enough. It's time to tear down the fence, open Liberty State Park and make a Better Park For All.
Senior direct-to-camera. B-roll of them walking through the park for exercise. They stop at the fence. Back to DTC.
Latina parent of three
:30 · 75 words · bilingual version available
Script
Visual
With the rising costs of everything, Hudson County deserves a place where parents can bring their kids to play. For Free! A place for the entire community to come together. Not just an “affordable” option, a free one. Opening Liberty State Park up with more places for families can make life better for families near and far. It's time to tear down the fence, open Liberty State Park and make a Better Park For All.
Latina parent direct-to-camera. The parent watching their kids play with others on a jungle gym, running through a field, etc. Back to DTC. Can also be produced as a bilingual English/Spanish version for Spanish-language placements.
Environmental advocate
:30 · 83 words
Script
Visual
I've devoted my life to preserving the environment. We all should care about the air we breathe, the water we drink, and the world around us. Having a toxic site so close to home is damaging and dangerous. New Jersey needs to clean it up, preserve it, and turn it into something useful — for us, for the animals, for our air, and our water. It's time to tear down the fence, open Liberty State Park and make a Better Park For All.
Advocate direct-to-camera. Running a test on the ground soil, bird watching, b-roll of local animals. Back to DTC.
Richard Smith · President, NAACP New Jersey State Conference
:30
Script
Visual
A great public park shouldn't depend on your zip code or your income. For 50 years, 235 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 direct-to-camera. B-roll of the fenced perimeter and nearby neighborhoods, families walking the edge of the park, then wide shots of the open, accessible portions in use. Back to DTC.
04 · Static Content

Static concepts — copy and visual direction.

Headline, subhead, and visual direction for each static.

Static 01
Copy concept

Tear down the fence. Open the park.

A Better Liberty State Park for All.

Visual direction

A kid holding a soccer ball stands looking through a chain-link fence into the park. Logo included.

Static 02
Copy concept

Most of the park… still fenced off.

A Better Park for All.

Visual direction

Bird's-eye view of the park with the 235 fenced-off acres blacked out — designed to show they're completely missing. Logo included.

Static 03
Copy concept

Liberty State Park isn't complete.

Join our campaign for A Better Park For All.

Visual direction

Bird's-eye view of the park with the 235 fenced-off acres blacked out — alternate treatment. Logo included.

Static 04
Copy concept

Something for everyone, all owned by the public.

A better Liberty State Park for all.

Visual direction

Static/GIF slider: side-by-side before/after of how the park will be updated and remediated. Slider variants for pickleball courts, birding, youth athletics, and environmental protection. Logo included.