Challenge

In adulthood, people often struggle to establish and maintain friendships. Adult loneliness has been rising to epidemic levels, having adverse effects on health and happiness, and young adults in new environments find themselves particularly vulnerable.

Solution

Book Club, an indie bookstore and community space, is creating an integrated campaign to remind “new” New Yorkers how friendships can form and grow with a storytelling inspired poster campaign. They are also launching “Annotation Club” online and in person to help people find someone that reads them like a book.