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Conversations with leaders in the public, private, and non-profit sectors about working together to make NYC greater.

NY Forever and NYC’s Comeback

Jonathan Rosen and Risa Heller great New Yorkers. Two of the best in the the public relations world, they are co-founders of the NYForever campaign. The campaign involves a pledge to commit to New York’s recovery following the Covid-19 pandemic, and has gotten support from corporations, celebrities, and every New Yorkers. We speak to them about what’s next for the city as we kick off Season 2.


NY Forever is a non-profit organization dedicated to creating a stronger future for all New Yorkers. We started NY Forever as the city faced the depths of hardship caused by COVID-19 and awoke to long-endured racial and economic inequalities. And while we’re individuals who love our city, we’ve committed ourselves to build back a better city. A city all New Yorkers can take pride in. Nobody’s paying us. We’re paying it forward. We want to inspire all New Yorkers to commit to their city. A citywide call to arms! We organize and motivate New Yorkers from every borough and generation to participate in the city’s rebirth — wearing it on their sleeves, sharing it on social media, giving time or financial support to civic organizations. Our goal is to empower every New Yorker to take ownership of our city’s recovery – to turn this reckoning into a triumph. Because New York is worth it.




Cheryl Cohen Effron

Cheryl Cohen Effron spent most of her career as a New York-based real estate developer. Ms. Effron left full-time real estate work to dedicate her time to tri-sector (government, non-profit and corporate) solutions for urban issues. Ms. Effron is currently board chair of Greater NY, a non-profit she co-founded during the financial crisis in 2009 which pairs civic leaders in the business world with the heads of non-profit organizations in two-year one-on-one strategic partnerships.


Jamie Rubin

Jamie Rubin is a veteran of federal and state government and a longtime investment professional. He served in the Clinton Administration, then spent 15 years on Wall Street as an investment banker and partner with two global private equity firms. Jamie rejoined the public sector in 2012. Jamie is now CEO of Meridiam NA, a developer of large infrastructure projects in the US and Canada. Jamie is a graduate of Harvard College and Yale Law School. He and his wife, author and podcaster Gretchen Rubin, live in New York City with their daughters and a dog.