Neighborhood Postcards
The Neighborhood Postcards project was born from an international collaboration between Ciudad Emergente and The Neighborhood Postcard Project, an initiative led by urbanist Hunter Franks from San Francisco, California.
What does it measure?
Residents’ sense of pride and belonging, as well as the positive narratives that exist in territories often burdened by stigma. It captures the symbolic and emotional assets of a neighborhood through the authentic voices of its inhabitants.
The Insight
It functions as a tool for counter-stigmatization and human-centered "place marketing." By mobilizing authentic narratives (such as the 50 postcards collected in Antofagasta), it helps reshape the city’s collective imagination. This process reduces prejudice and fosters perceptions of safety and community value in historically segregated areas.
How is it applied?
In collaboration with The Neighborhood Postcard Project, residents are invited to handwrite short messages about what they value most in their surroundings. These postcards are then sent via traditional mail to random recipients in other areas of the city. The tactic is frequently paired with physical recovery milestones (such as participatory cleanups) to celebrate and share the renewed image of the neighborhood.