Department for Communities and Local Government: Right to buy

This case study describes how the UK government's Department for Communities and Local Government promoted the existing 'right to buy' scheme to council house tenants, testing two different approaches.

Department for Communities and Local Government: Right to buy

Lateral Group

The team

Rebecca O'Shea, Michaela Capanna, Marc Michaels, Mike Cavers, Colin Clark, Rebecca Lysandrou, Neil Francis.

How did the campaign make a difference?

Tenants eligible for Right to Buy are hard to identify. Door drops conveyed messages about an emotive and complex policy in a targeted but non-intrusive way, generating excellent responses. High volume, good quality leads performed 12 times better than the normal Government range.

What details of the strategy make this a winning entry?

At its core, Right to Buy is a behaviour-change campaign, involving a life-changing...

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