Bravo/Y&R Create Slumdog Reality in New York

Can you really imagine something without actually experiencing it?

Bravo and Y&R came together to create a campaign that allowed future tenants to see how impoverished Latin American and Caribbean communities live.

Set in New York, the spot for non-profit organization TECHO, attracted renters to a cheap flat in the heart of Union Square.

However, unbeknownst to the New Yorkers, the flat had been disguised as a Pop-up Slum to give them a chance to see how the communities live.

Without access to water, electricity and a multi-purpose living space – with toilet, kitchen and bathroom all in the same room – unsurprisingly, none of the renters wanted to live there. One woman can be seen to refuse even stepping into the room.

TECHO (literally ‘roof’ in Spanish) attempts to overcome poverty by transforming slums into sustainable living conditions by working collaboratively with the community to build better homes. The project tried to raise awareness of the 863 million people globally who live in slums.

Following on from the United Nations Global Goals agreement, TECHO’s #ZeroSlums movement acts as a step to eradicating poverty and inequality – which is the no #1 priority on the list of 17 Goals.

Find out more about the initiative online. Below is a video to show what impact TECHO has already had on slum culture.