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Underheard in New York
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The Barn

Underheard in New York

BBH New York was challenged by the New York City Rescue Mission to raise awareness of the worldwide homelessness problem. BBH New York developed Underheard in New York with the objectives of helping members of the marginalized homeless population speak for themselves and inspiring the world to listen. We identified four homeless men and gave them prepaid cell phones with unlimited text messaging service and Twitter accounts so they could tweet via SMS. We asked them to tweet about their life experiences by sending text messages to Twitter, broadcasting their stories to the world. In addition to creating a network of over 18,000 Twitter followers and earning tens of millions of unpaid media impressions, Underheard in New York also achieved discrete results for each participant. Members of the community volunteered gifts both financial and priceless, from MetroCards to reconnecting a man and his family.