New York City is grappling with a housing crisis, as unprecedented numbers of individuals and families face homelessness daily. Progress has been hindered by widespread misconceptions about homelessness and a lack of decisive action from both elected officials and the broader community. This campaign focused on shining a light on the solution to homelessness. Our Approach FY Eye worked with Coalition for the Homeless and Legal Aid Society to address the rising homelessness crisis in New York City with an affirming narrative shift campaign. Through the development process, we landed on an approach that would remind New York City that we are able to progress on the issue, with a simple solution: housing. Straightforward messaging focused on proven housing solutions as effective means to end homelessness, advocating for prioritization of the issue by elected officials and existing housing solutions. The team engaged illustrator Rachelle Baker, whose bold, powerful illustration became central to the campaign’s visual identity. Collaborating closely with Rachelle to develop the final artwork from initial sketches, and leveraging the organizations’ nuanced understanding of the issue, the powerful final art balances the campaign’s desire to both paint an accurate picture of the situation today and the vision for the future. The campaign, launched on September 19, 2024, reinforced collective action to create a shared vision for a future where everyone has access to safe and affordable housing. Impact With out of home placements, the campaign generated over 125 million impressions on eight screens of high traffic digital billboards near Times Square and wheatpaste posters across New York City. The street posters directed viewers to educational content and resources related to homelessness and housing advocacy online. Campaign messaging was pasted biweekly in 40 key locations for four weeks such as Penn Station, Grand Central, Times Square, and Harlem to reach both high commuter areas and neighborhoods with large homeless populations. The campaign was also boosted on social media with an overall reach of 96,392 impressions. Thank you to Trinity Church New York City Philanthropies for making this project possible. It has been an honor to work with the entire collaborative team, including Coalition for the Homeless, Legal Aid Society, Rachelle Baker, and Berlin Rosen to help bring this campaign to life.