Bringing the Street to the Kitchen:

The kitchen at Crossroads Community is a place where the street and those who live there should feel at home. We are the street. And the street is us.

That’s why, we’ve utilized the grittiness of the street as one of the main ingredients in our kitchen. The two come together with the acceptance and dignity one feels while eating at our soup kitchen.

At Home in the Streets of New York City:

It seems fitting that the poster campaign found its place within the avenues, boulevards and streets of New York.

The posters blanketed the city in digital and standard placements within bus kiosks and bus interiors for three flights of one-month each. Utilizing this great urban equalizer, we communicated our compelling message from November 2016 to February 2017 to people waiting for buses and hailing cabs, along with sidewalk passersby.

A Recipe for Success:

With over 60 million media impressions created over a 3-month period, the outdoor campaign built awareness that lead to an impressive 83% increase in donations from last year’s contributions.

This effort also contributed to the upgrade of the soup kitchen and food pantry facilities allowing Crossroads to feed up to 20% more individuals and families.