The Challenge
Immigrant New Yorkers needed to know their rights and where to find free, confidential legal help, regardless of immigration status. But language barriers and a lack of trust could keep that support out of reach. The NYC Mayor’s Office of Immigrant Affairs tasked us with reaching communities often overlooked by citywide media campaigns and making essential information accessible in the languages they speak.
The Approach
We built the campaign around the people and places residents already trust. Multilingual street teams started conversations in neighborhood shopping areas, community centers, and transit hubs, supported by street posters and digital storefront screens. Trusted community newspapers and radio reinforced the message, while YouTube extended its reach. Every channel directed residents to the city’s Immigration Legal Support Hotline and Know Your Rights website, connecting neighborhood visibility with personal conversations and a clear path to verified support.
The Results
Residents recognized the campaign from neighborhood placements before speaking with our ambassadors, helping turn awareness into conversation. Greetings in their own language encouraged people who had initially walked past to stop and engage. Those conversations also revealed experiences with fraudulent legal providers, reinforcing the importance of a trusted city resource. By connecting street-level visibility with personal outreach, the campaign brought rights information and access to legitimate legal support closer to immigrant communities.
Get In Touch.
Connect with our team to get the full picture, including campaign metrics and execution blueprints.
