In New York City there is no shortage of public payphones, but they seem to rarely get any use -- which is where the Call Someone You Love project comes in. Freelance creative consultant Matt Adams conceived of the campaign to bring busy New Yorkers together in the first of a three part video and photography series.
With help from his friend Katie, Matt used stencils and spray paint to create a sign that read 'Call Someone You Love.' They then taped a line of quarters in row, so people could make phone calls for free. While the whole thing started out of curiosity to see if Matt could get people to use payphones, the experience was an overwhelmingly positive one as people engaged their loved ones, children and even pets.
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Concept: Call Someone You Love
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