Kettle x Legal Aid Society

For over 145 years, The Legal Aid Society has fought for racial justice in courts and communities. They tapped Kettle to take their mission a step further with a clear, ambitious goal: to make justice feel accessible and actionable across every borough of New York.

The challenge: Despite long-standing efforts, New York’s most vulnerable communities remain unaware of vital services created to help them feel safer. We needed to grab their attention and underscore their right to justice. 

I worked with a small Kettle team to concept the “Do NYC Justice” idea, while our senior writer helped bring it to life across 155+ subway stations, 100+ LinkNYC kiosks, 450 bus cards, and 140 business windows in local shops, bodegas, and other community mainstays. 

Each placement featured QR codes driving to a landing page filled with community resources for housing, mental health support, employment tools, violence prevention, and more. We leveraged public NYPD arrest data to identify over-policed areas and cross-checked it with our campaign’s service locations. This allowed our team to pinpoint the neighborhoods, subway stations, and ad spaces to prioritize and to craft the most effective messages to rally these communities around a new vision for justice and safety. 

Visit the Do NYC Justice Hub