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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. The campaign was recognized with the AAF Mosaic Award which celebrates Diversity and Inclusion.