STOPPING HATE IN THE CITY
/ VERITAS /
CONTEXT
When the CEO of San Francisco’s largest residential real estate company asked me how his business could be more impactful, I encouraged him to think big about using his 300+ properties to revive the city’s spirits.
COMPLEXITY
After a year of pandemic lockdowns and business closures, San Francisco was a boarded-up shell of its former self. Many residents had left the city, and a raft of hate crimes against Asian elders were making everyone feel unsafe. How could the city’s largest landlord improve public safety and help San Francisco’s famously inclusive culture come back to life?
CREATIVE RESPONSE
I persuaded Veritas to repurpose its lease advertisement signs on all of its 300+ buildings throughout San Francisco to galvanize community members to “Spread Love [and] Stop Hate.” Each sign features a QR code that enables passerby to report hateful acts and support local businesses and anti-racist organizations. This city-wide campaign has been running continuously since 2021.
MORE PROJECTS
