Off The Street Club is on the west side of Chicago, in one of the most dangerous parts of Chicago. People hear the headlines every day, and have grown numb to the idea that Chicago has a crime problem. Because it isn't happening near them, Chicagoans tune out.
Our campaign was desiged to "flip the script" and interrupt our target with content that had them thinking it might actually be happening in their neighborhood. Because if it was, we knew they would do more about it. And they did.
Here we created "fake" crime mapper posts that let people see crime near them, but really we shared something different.