What People Living on the Street Hunger For:
Of the 1.4 million food insecure people living in New York City, the majority of them hunger not merely for food. They also crave a sense of belonging.

Without regular interaction of family, friends and co-workers, people in need are usually isolated from community life. A simple conversation can be harder to find than a cup of soup or a piece of break.

Our assignment was to create iconic posters that position Crossroads Community as a nurturing and unique place for people living in the street. As well as a worthy cause for those living in the city.

Bringing the Street to the Kitchen:
The kitchen at Crossroads Community is a place where those living in the street are always welcome. It’s more than a soup kitchen and food pantry. It’s a community.

Our idea was to combine the iconic elements of the street—the grittiness of the asphalt and yellow painted line—with tools of the kitchen. Together, representing the Crossroads mission, goals and purpose to provide caring support towards helping end hunger.

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 increase in donations from last year’s contributions.