Problem How does NYC Homeless Services attract Peace officers? Solution By using out of home (OOH) to specifically target a demo - graphic heavy neighborhood. Background The NYC Department of Homeless Services (DOH) was looking to run an OOH campaign across NYC. The client had already spent their OOH budget and could only expand their budget if they found an opportunity that was a good fit. Objective The target demographic was African American, Hispanic, and Asian males. Social media included hashtags and a website for the audience to sign-up for the DOH exam. Strategy The DOH used research to determine their target was based in Brooklyn and Lower East Side and selected the exact loca- tions to place OOH based on impressions and the index of the target audience. Plan De

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