The Legal Aid Society’s ‘Do NYC Justice‘ public awareness campaign won a gold distinction at the annual w3 Awards. Since 2005, the w3 has honored excellence in digital content, design and experiences, recognizing brands, agencies, institutions, and independent creators who set trends, break boundaries, and shape the digital landscape.

The public awareness campaign aimed to create a better vision of “justice” for under-resourced Black and Latinx communities across New York City: a vision grounded in expanding access to existing community resources and in creating more resources through true community investments.

By providing access to a one-stop resource directory for New Yorkers seeking help or information about their rights and benefits, and by uplifting community members in their calls for more community investments, “Do NYC Justice” hopes to knock down the barriers to justice for many New Yorkers.

Created by the award-winning creative agency Kettle, “Do NYC Justice” was a hyperlocal targeted campaign that appeared in marginalized neighborhoods where people are most often in need of help, but least often connected to essential community resources and equitable services. Based on arrest data analyzed by Legal Aid and Kettle, the campaign ads were targeted to the most overpoliced zip codes, which are typically the most under-resourced neighborhoods, and provided a directory of resources to support people in their time of need.