Every Second Counts Times Square Takeover

On May 1st, 2024, the Usher Syndrome Society, in partnership with Initiative Global Media Agency, launched the groundbreaking “Every Second Counts” Campaign in Times Square, New York City.  This campaign is a compelling call to action and a vivid exploration into the lives of those affected by Usher syndrome, a rare genetic disorder that causes the progressive loss of combined deafness and blindness. 

This messaging of “Every Second Counts” underscores the sense of urgency felt by individuals living with Usher syndrome, who are seeking to live full, meaningful lives, while actively striving to find effective treatments and ultimately, a cure.  

The campaign was a takeover of 9 iconic billboards in the heart of Times Square, showcasing the powerful portraits from the Usher Syndrome Society’s Shine a Light Exhibit, alongside captivating footage from the Every Second Counts commercial featuring Rebecca Alexander.

All 9 billboards were simultaneously debuted at 12:30pm EST and a large group of supporters, family, friends, and the USH community were present to celebrate this unprecedented moment of visibility and awareness for Usher syndrome.

The faces and names that comprise the billboard design are portraits from the Usher Syndrome Society’s Shine a Light on Usher syndrome exhibit, an awareness initiative that the Usher Syndrome Society curated over the past 8 years. This collection of portraits, captured by New York Times photojournalist Evan McGlinn and celebrity photographer Genevieve Demanio, features over 150 individuals and families of different ages and subtypes, who are progressively losing their hearing and vision due to Usher syndrome.

As part of the broader Every Second Counts campaign, the Usher Syndrome Society produced a 30-second commercial to be shown on a number of digital streaming platforms. The commercial stars Rebecca Alexander, a renowned advocate for Usher syndrome, as well as an award-winning author, psychotherapist, keynote speaker, and extreme athlete. Footage from this commercial was included on the billboards, which added dynamic movement next to the portrait photography.  

The launch of the Every Second Counts campaign across multiple Times Square billboards is an unbelievable achievement and marks the beginning of an exciting new chapter of visibility for Usher syndrome.

For more information about this campaign, please visit our campaign page by clicking the button below.