Great ideas that people can connect to will spread no matter how big or small it is. In this case, it started in a deli window.

Our work began at Jesse’s Deli where we had a price hike sale, raising all his prices and renaming his products to justify the increase. We posted these renamed products in his windows.

The idea evolved and we worked with other small business owners confronted with forceful price outs, including a whole city block in Washington Heights. There we created a campaign advertising their price hike with “Small Plates for Twice the Price.”

We then built a Bed and Breakfast in a bodega window, charging $329.99 a night to make up for the storeowner’s rent increase. People were able to protest at the ‘Bed-In’ while holding a sign to help spread word about the Small Business Jobs Survival Act.

We held untraditional “sales” in storefronts that were getting priced out. The sales started with posters in the windows with higher prices of the same products with hipster-fied names to justify the new price. Then, a bed and breakfast was installed in a deli charging a price that would help the tenant make the new rent.

The campaign took place from June 11th to October 31st in New York City. #JessesPricedOut started June 11th. The Dominican Neighborhood started July 1st. And AirBnBodega took place in September and October.

The scale of the actual sales was 3 locations—first taking over a deli, then a whole city block being priced out in Washington Heights and finally back to Brooklyn at the original deli to regain the momentum of the press following the story. 2 websites were created and a posting on AirBnB that led to the Small Business Jobs Survival Act.

The campaign helped push the Small Business Jobs Survival Act forward, moving it from 14 supporters in city hall to the 26 needed to secure a majority! (For the first time in the 30 years since this retail rent control legislation had been introduced.)

The story became an international phenomenon, receiving coverage on 38 television news broadcasts, in over 1500 magazines and blogs, and in 30 newspapers—ranging from global journal features to local cover stories. In the end, it generated over 300 million media impressions.

Once we established a personality and a humor behind the issue of rent increases, New Yorkers were reinvigorated by the issue and followed and spread the word. In this way, the people brought an issue that was “tired” in the eyes of the press back into the local, national and international discourse.

#JessesPricedOut was a multiplatform campaign that integrated physical and digital mediums to help the Small Business Jobs Survival Act achieve majority votes in NY City Council.

We created a spectacle in storefronts, which operated as the hubs, garnering massive attention from press and creating activists out of everyday people who spread the word on social media.

2 websites armed activists and press with info about the rent hikes so they could easily spread the word: tweet at the mayor, sign the petition, hashtag on social, inform the press and connect readers directly to the petition.

185,000 small businesses account for a majority of middle-income jobs in New York. Every month, between 1000 and 1200 of those businesses lose their lease due to exorbitant rent hikes by greedy landlords and financiers.

New Yorkers, the Press, and City Council members are desensitized to the issue of gentrification and rent hikes in New York. They’ve seen it all.

Approach: Make this issue hit home with New Yorkers and have them care about the business owners that are being affected by rent hikes.

While building momentum, lead people to the Small Business Jobs Survival Act site to sign the petition and urge New York City Council to push the act forward.

New Yorkers are becoming increasingly desensitized to the issue of gentrification and rent increases for small businesses.

The process is as follows: Small business occupies storefront for many years -- landlord wants them out to make room for corporate tenant or high end establishment -- landlord increases rent by 200-300% to price them out -- tenant is forced to leave.

Jesse from Jesse’s Deli, who was also getting priced out of his store, asked if we could help other small business like his before their rents went up, too.

Our objectives were clear: Let’s help the Small Business Jobs Survival Act, legislation that could help prevent small businesses from getting priced out. But we needed to get people interested in this issue again and show how it directly affects small businesses.