Union Settlement is an East Harlem Social Services organization with a core belief that society has a collective obligation to care for those in need, and to provide opportunities for those who wish to learn and work and produce.
It's ironic that East Harlem, New York's poorest community is adjacent to the upper East Side, one of New York's wealthiest enclaves. For almost 120 years Union Settlement has served East Harlem's largely immigrant communities, but has little name recognition beyond. The challenge was to reach out to surrounding neighborhoods with one simple message: "we help people to help themselves." The elements of the campaign included brand identity, and transit and direct mail campaigns to run simultaneously in surrounding neighborhoods.