The Challenge: A media blitz about the work of the NYC Rent Guidelines Board caused widespread confusion among rent-stabilized residents about the possible loss of their apartment. The board needed to quickly reverse the hype and educate residents about what was really happening.
Our Impact: We created a series of print and digital ads showing New Yorkers happy in their rent-stabilized homes. We communicated that NYC had protected the rent of all stabilized units, and pointed out exactly what should be seen on leases to prevent any unfair/illegal scenarios. The campaign, featured in key public transit and consumer areas, effectively quelled much of the alarm.