Department for Communities and Local Government: Right to buy
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 decision. This activity needed to tap into the emotional aspect, creating interest and a desire to act among eligible tenants, while ensuring they understood the responsibilities of home ownership, and making the process seem less daunting. Additionally, it had to avoid additional burdens on local authorities and adhere to FCA guidelines. Highly targeted media was based on planning and data analysis to minimise wastage and cross-referenced Mosaic profiling against social housing density data to decide the most effective areas. The material was friendly and warm. Behavioural economics prompts such as 'chunking' helped people through eligibility criteria, detailed information and the stages involved, with social norms quoted to show that many people were considering buying their council homes. Numerous tests included testing housing penetration levels and creative formats, as well as emotive vs rational messaging.