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Whilst walking along Melrose Avenue the other night, I came across a most curious ad at a liquor store. 
The message was quite simple really and made up of four simple words:  Believe in the Bronx.
Believe in the Bronx.  Strung together, those four simple words exude a powerful message which any true Bronxite already know.  To live in the Bronx is to believe in the Bronx – against all odds and ridicule.
Believe in the Bronx is what we did from the 1970’s through the turn of the century when the government forgot us and refused to believe…in us. 
When crime sky rocketed out of control, we continued to believe in the Bronx.
We are a strong people and a resilient borough.  Let is ALWAYS believe…in the Bronx.

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