Challenge and Introduction Immigrants are the beating heart of New York City, central to our identity and our future as a city. As the number of new arrivals in our city grows, it is essential to reaffirm their vital role in our urban culture and communities. Our Approach FY Eye worked alongside New York Immigration Coalition to develop and launch New York Proud, a narrative shift and public art campaign that reaffirms the indispensable role of immigrants in shaping New York Citys identity through a living and growing collection of portraits and stories. By centering these narratives, viewers are encouraged to reflect upon the contributions of immigrants to our social, cultural, and economic life while recognizing our shared identities as New Yorkers. The campaign launched ahead of Labor Day with a press conference in Times Square featuring New York Secretary of State Walter Mosley and City Council Immigration Committee members Alexa Aviles and Carmen De La Rosa. It achieved wide visibility through subway posters, street level wheatpaste posters in Brooklyn and Manhattan, and pop up art installations in partnership with Photoville in Brooklyn, Times Square, and Long Island City. Amplified by public relations efforts and FY Eyes community media cooperative, the campaign left a significant imprint throughout New York City. Digital efforts included a coordinated social media rollout supported by a partner toolkit, while the campaign microsite showcased all portraits, recorded interviews, and messaging tools, offering an immersive tribute to immigrant stories. Impact The campaign generated over ten million impressions in two hundred thirty citywide locations through high traffic subway and poster placements across New York City. It also generated hundreds of QR code scans on campaign art, directing viewers to information about all participants, additional photos, and campaign information, and collected two hundred thirty two survey responses gauging audience sentiments on state immigration and tracking their outlook on immigrants contributions to New York City. Thank you to Trinity Church New York City Philanthropies for making this project possible. It has been an honor to work with the entire collaborative team, including New York Immigration Coalition, The Opportunity Agenda, Oscar B Castillo, Photoville, and Berlin Rosen to help bring this campaign to life.