Owning a home New York City is hard, and owning a home in Harlem is even harder.
Central Harlem Community Land Trust (CHCLT) is a nonprofit organization that focuses on preserving the promise of homeownership in Central Harlem. CHCLT wants the community to own the land again but as a new organization, they first need to figure out how to position themselves in Central Harlem.
Harlemites have expressed knowledge gaps about homeownership. CHCLT recognizes that Harlem does not need saving...it needs a mobilizing force. CHCLT will position itself as a force that closes the knowledge gap on homeownership.
GUERILLA ADS
First, CHCLT will highlight existing gaps in knowledge and opportunity for its community through physical manifestations. By highlighting everyday gaps in information it piques the interest of the community to learn more and respond to the call to action of going on the CHCLT website and learning more.
DONATED MEDIA PLACEMENTS
These donated out-of-home ads will feature documents about homeownership with portions of the text blocked out. They will physically show people the knowledge gap they have concerning homeownership and affordable housing. They will be placed in high-traffic areas in Central Harlem like bus shelters and subway stations.
AMSTERDAM NEWS PLACEMENTS
These ads will feature digital and physical placements in the Amsterdam News, a publication serving the Central Harlem community. These ads show ACTUAL gaps in Central Harlem where homes were taken down due to private housing agencies.
CHCLT WEBSITE
We branded CHCLT to have a modern and sleek look. The website will have educational resources in "The Harlem Hub" to close the knowledge gaps on homeownership in Central Harlem.
TEAM MEMBERS
Amina Hassan (PR), Brianna Alexandre (Strategy), Danielle Dowrich (Media), Hui Jin (Art Director), Kristina Olsen Pinjusic (Copywriter), Nichi Rich (PR), Robb Pearson (Strategy)