Advocating to end housing discrimination
Media Buying, Creative + Strategy, PSA Network
In New York City, individuals with conviction records often face discrimination when trying to find a home, forcing unstable or unsafe housing situations and even homelessness, further perpetuating cycles of poverty.
To raise awareness and encourage action, F.Y. Eye developed a campaign with the Fair Chance For Housing coalition encouraging decision makers to support the passage of Intro 632-A, a city policy that will help end discrimination against people with conviction records. The campaign focused on the theme of love and respect, strategically timing the launch of the campaign around Valentine’s Day and the City Council’s session.
The campaign utilized emotionally resonant creative pieces displayed on LED Digital Trucks in Downtown NYC, where volunteers wearing PSA collateral further personalized the outreach by distributing valentines with messages to change attitudes about people with conviction records – emphasizing the importance of treating everyone with fairness.
In December 2023, the New York City Council passed the Fair Chance for Housing Act (Intro 632-A) into law, which will end housing discrimination based on criminal records and help thousands of New Yorkers find a home.