• Loading…

Underheard in New York

Award: Wood Pencil

Wood Pencil / Digital Advertising / Digital Solutions & Use of Social Media / 2012

Underheard in New York was created to help the NYC Rescue Mission’s ignored homeless residents. We identified four homeless men and gave them prepaid mobile phones to tweet via SMS thoughts and anecdotes from their daily lives. The project built a community of over 18,000 Twitter followers who sent more than 9,000 messages to the men within a single month. Followers volunteered gifts both financial and priceless, from metrocards and part-time jobs, to reconnecting a man with his daughter after eleven years apart. Twitter even voted one of the men’s tweets the third most important tweet of 2011.

Register Now to
Keep Reading

Once registered you will have access to this article and all other feaures, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again