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At the time, Queensbridge Houses represented one of the largest public housing development in the United States, and despite the resilience and vibrancy of its residents, these communities faced significant challenges, including a disproportionately high incidence of violent crime. ERDA plays a pivotal role in addressing these challenges. The concept needed to mirror truth, while offering hope to potential donors and contributors. Consequently, this led us to seek and understand the fantastic people who live there.

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Partnering with the organization, I developed an underlying proliferation of 3 major areas which are: Growth, Strength and Sustainability. This theme is powered by actual stories of residents whose lives were changed through ERDA's programs they offer.