For the greater hood

Warmth is a human right

The Challenge

Over 63,000 people sleep in the shelter system each night in New York City, nearly half of them children. There is a cultural and social stigma associated with homelessness, and with soaring housing costs, the issue is especially widespread in NYC. The aim of this brand initiative is to shed light on the larger problem, while restoring dignity to the lives of those who are in a temporary homeless circumstance that should not define their entire lives and well-being.

Role: CAMPAIGNS, OOH/EXPERIENTIAL, PRODUCTION

From Pro-Bono To Non-Profit

What started as a simple hoodie donation drive at Six+One has grown into a non-profit organization we've created that fosters empathy and humanity through experiences that bring communities together. ‘For The Greater Hood’ reflects the importance of community and the necessity to help those who are most in need within each neighborhood. The objective was to create an atmosphere of belonging for a widespread and marginalized community: NYC’s homeless.

branding
& identity

“For the Greater Hood” Gift Cards were distributed to homeless shelters throughout NYC, which then redistributed them to their guests. Upon entrance at the pop-up shop, each attendee handed the card to one of our store volunteers as form of currency to pay in exchange for up to three items (ranging from hoodies, to jackets, gloves, scarves, and sneakers). We also did an OOH campaign with the message, “Warmth is a human right”, that raised awareness and donations in and around NYC.

1,500 + Served

We’ve opened pop-up shop in Manhattan, Brooklyn and N.J. Our guests receive a branded gift card that is used as a payment method. The store is meant to feel like a high-end shop where guests can request sizes and try on items at their leisure. The goal is to provide value and enjoyment through a shopping experience that maximized dignity and respect. To ensure all guests are able to attend, we provided a bus shuttle to and from all shelter locations.

thank you to all of our corporate donors

5 Million impressions

We worked with Clear Channel OOH to run a ‘Text to Donate’ billboard in Times Square to inform commuters how they can get involved.

SOCIAL

For the entire month of December, we created social posts raising awareness of the magnitude of just how many people in NYC are homeless, all while driving followers to donate to the cause.

2019 Brooklyn pop-up shop

Results
& Impact

The success of the pop-up shop has allowed ‘For The Greater Hood’ to expand to further locations on a more frequent basis. The program is currently a finalist at the NY Advertising Festival awards for “Positive World Impact.” We’re driven to continue hosting initiatives that lift up individuals and communities in need. Future planned efforts include mentorships, job fairs & youth development programs.

$400K

We were able to leverage $4,000 in seed money as if it were $400,000
1,000

We touched the lives of 1,000 people in need who came to the pop up on Flatbush Avenue
8,000

Over 8,000 articles of new clothing

For the greater hood

Warmth is a human right

The Challenge

From Pro-Bono To Non-Profit

branding & identity

1,500 + Served

thank you to all of our corporate donors

5 Million impressions

SOCIAL

2019 Brooklyn pop-up shop

Results & Impact

$400K

1,000

8,000

branding
& identity

Results
& Impact