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SERVICES WE PROVIDED
More than half of renters in New York City are “rent-burdened.” Life-long New Yorkers are feeling as if they are being pushed out, threatening the diversity and distinctiveness of the city we love. The perception of many New Yorkers is that “the rent is too damn high” and that no-one (especially the City) was doing anything about it.
Our task was to communicate that the Mayor’s office is stepping in to help. Mayor De Blasio launched the most comprehensive and audacious affordable housing plan in the country, building and preserving 200,000 affordable units, providing legal support for those targeted by landlords, initiating rent freezes for vulnerable citizens, and more.
The challenge was that each of the Mayor’s housing initiatives were communicated separately and through different channels and different program names. It was also referred to as a “plan,” which didn’t sound like an active and even proactive initiative. Finally, we needed to overcome the misperception that “affordable housing” meant housing for the poor in city housing projects. We had to let people know that they could make up to $125,000 a year and still qualify.
We developed a bold, eye-catching campaign to tell New Yorkers about the tremendous successes of the Mayor’s affordable housing initiatives, to tell people how to apply
and help the Mayor’s Office get credit for what they were accomplishing.
We gave the program a clear, communicative name (and rallying cry):
Long Live New York.
This conveyed to New Yorkers that the Mayor and the City value them and is actively dedicated to helping them live and remain in the city they love.
To combat the negative connotations around the term “affordable housing” we found a diverse group of New Yorkers of all income levels and professions (nurses, artists and blue-collar workers) who had benefited from the Mayor’s housing program. We brought together all elements of Mayor De Blasio’s affordable housing program by creating a unified, succinct call-to-action outlining all the elements of his plan and how New Yorkers could sign up. Finally, we strongly recommended and helped to implement one single website where folks could learn about and apply for all the various housing programs.
The Long Live New York campaign is currently being rolled out across the city on bus shelters, digital street signage, and throughout the subway system. New Yorkers are finally learning about the city’s audacious plan to ensure a city that’s affordable for all. We’re proud of our work for the that city we love and celebrate every single day. Long Live New York!