NYC Rescue Mission: Underheard In New York

Underheard in New York was a one-month initiative created to shift New Yorkers' perceptions of the city's homeless population.

NYC Rescue Mission: Underheard In New York

Agency: BBH New YorkClient: New York City Rescue MissionProduct: Charity

Objectives

New Yorkers know about homelessness; it is practically impossible to ignore. It's in front of your doorstep, on your way to work and on your way home. We see the issue daily, but we are numbed to its presence. Familiarity has bred a lack of shock, empathy and caring. Many of us also believe that ultimately the homeless have themselves to blame, and most have suspicions that the homeless are most likely incapable, irresponsible, even dangerous.

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