Airbnb is mounting a charm offensive in the District, airing a series of advertisements that paint the online marketplace for accommodations as a way to guard against the city’s increasing cost of living.

“It’s keeping people in their homes,” says Synta, an Airbnb host in Lincoln Heights, in one ad.

The company will be airing the television and radio ads on D.C.-area media outlets from now through mid-November, says Crystal Davis, a spokesperson for Airbnb.

This “education campaign,” as Davis puts it, comes as the company faces reports that users face racial discrimination when trying to book a listing, based in part on a Harvard study that found Airbnb hosts were less welcoming to applicants with “distinctively African American names.”

Earlier this month, Airbnb released a report outlining its efforts to make the platform more inclusive. “Bias and discrimination have no place on Airbnb, and we have zero tolerance for them,” wrote CEO Brian Chesky. “Unfortunately, we have been slow to address these problems, and for this I am sorry.”

But discrimination isn’t the only complaint levied against the company. Critics argue that Airbnb—specifically its commercial listings, which feature whole units, rather than spare rooms— jacks up cities’ rent prices by taking potential housing off the market and driving up demand. According to analysis from 538, 10.8 percent of Airbnb listings in D.C. are commercial. Vacation rentals have also been a sore spot with neighbors in some residential neighborhoods over the years.

Airbnb has been collecting and remitting D.C.’s 14.5 percent hotel tax since 2015. The company says that, since February 15, 2015, it has collected more than $10 million in taxes in the District, according to The Washington Post. They’re hoping that figure will help the company gain legal recognition in Maryland and Virginia.

However, a bizarre ad campaign in San Francisco last October, in which the company essentially said “you’re welcome” for paying taxes and then swiftly apologized and took down the billboards following widespread condemnation, demonstrated the pitfalls of bragging too much about being a boon for municipal coffers.

This new campaign, which features D.C. natives talking about how Airbnb helps them stay in their childhood home or introduce new people to neighborhoods where tourists don’t typically venture, takes a decidedly different tack.

The ads “represent of energy and diversity of our hosts, and we’re happy to be able to provide them with economic means to help them make ends meet,” says Davis. The company found the people featured in the commercials through informal host meet-ups, she adds.

Similar campaigns are underway in other cities, including Boston and Seattle.