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2016 was a difficult year for many Americans. The country was divided over a contentious presidential election and gun violence was at an all-time high. Community Coffee, a company with a 100-year-old tradition of giving back, asked us to create something that would bring people together and reignite the true spirit of community. Our answer? A social activation with the sole intent of bringing a community together. We filled an empty space in one of Community Coffee's key markets with vintage postcards and invited people to write a note to their neighbor. A note that expressed their gratitude, hopes or dreams. Participants were encouraged to take photos of the notes and share them with #MakeItCommunity, allowing the spirit of sharing and connecting to extend far beyond the gallery’s four walls.
2016 was a difficult year for many Americans. The country was divided over a contentious presidential election and gun violence was at an all-time high. Community Coffee, a company with a 100-year-old tradition of giving back, is a brand with deep core values. They believe in bringing people together and reigniting the true spirit of community. #MakeItCommunity was created with that goal in mind.
We filled an empty space in Dallas, Texas, one of Community Coffee's key markets, with vintage postcards and invited people to write a note to their neighbor. A note that expressed their gratitude, hopes or dreams. Participants were encouraged to share photos of their notes on Instagram, Facebook and Twitter with #MakeItCommunity, allowing the spirit of sharing and connectivity to extend far beyond the gallery’s four walls. Thousands of people participated. The project was covered by local news stations, influencers, blogs and recognized with the AAF Mosaic Award which celebrates Diversity and Inclusion.