Doing NYC justice, borough by borough.
Legal Aid Society gives New Yorkers a lifeline — built on community, not sirens. We created the “Do NYC Justice” campaign that made those resources visible and accessible to the people who need them most.
Campaign StrategyMedia PlanningSocial Channel StrategySurvey TestingArt DirectionCopywritingCampaign ProductionAnalysis & Reporting
W3 Winner, 2025
Campaigns - Cause-Related
The Challenge
Challenge the policing narrative and champion services that truly protect communities.
Dialing up a new definition of safety.
The Legal Aid Society has been NYC’s largest social justice law firm for over a century, winning landmark cases and pushing for systemic reform. But when you ask most New Yorkers where to turn for mentorship, housing, or violence prevention, the answer is almost always 911. We set out to change that with a 360° campaign that reframed Legal Aid as a first call for help, not a last resort.
We mapped NYPD arrest data with Legal Aid service hubs to spotlight the boroughs where resources were most urgently needed — and where messaging could have the greatest impact. This data-driven targeting ensured the campaign reached communities where support was needed most.
Before going citywide, we ran monadic surveys with 1,000+ residents to pressure-test the creative, refining language and tone until it felt not just relevant but native to the neighborhoods we served.
Designed to stop traffic.
We refreshed the brand system with bold typography, neon-green visuals, and striking imagery — crafted specifically to cut through street-level noise and capture streetgoers’ attention.
Justice on every corner and click.
Each placement in the 360° campaign — from OOH to TikTok — featured QR codes directing people straight to a landing page with local resources for housing, mental health, employment, violence prevention, and more. The goal was to equip people with services they could access as easily and readily as 911.
Cost- and community-effective.
Our "Do NYC Justice" campaign did more than make noise — it drove action across the city. By targeting key areas, we expanded our outreach at lower cost and efficiently achieved greater impact.
33M
Total impressions
80%
Reduction in Cost-Per-Click YoY*
5X
Clicks YoY*
*Compared to 2023 campaign
Next Up:
Fear of God
From the culture to the cart.
