Help to Buy: Nudging aspiring homeowners to realise that Help to Buy was here to help

This case study describes how Help to Buy, a government initiative in the UK to help people buy a home, launched a campaign to raise awareness and uptake.

Help to Buy: Nudging aspiring homeowners to realise that Help to Buy was here to help

Principal author: Matt Box, Ogilvy & Mather

Introduction

Owning a home is the most human of aspirations and an aspiration that most of Britain shares. In survey after survey, year after year, nearly nine out of ten of us say that we want to own our own home1 but in recent years millions have been finding that aspiration harder and harder to attain.

In early 2013, the UK housing market had a key barrier preventing those aspirations. Many couldn't afford the...

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