Hai Group Inc.: Rethink: Why housing matters – challenging misperceptions of public housing

HAI Group, a family of companies serving the public housing insurance market, used emotional storytelling, PR and social media to change perceptions of public housing in the US.

Campaign details

Advertiser: Hai Group Inc.Brand: Hai Group Inc.Agency: Cone CommuncationsCountry: United States

Objectives

Educate and encourage the public to "rethink" their views and consider how public housing benefits people in their own communities; find new ways to deepen consumers' understanding about the importance of public housing beyond raising awareness; emotionally engage consumers with the issue to ultimately shift their perceptions.

Strategy

SITUATION ANALYSIS: For millions of hard-working Americans, having a safe and stable place to call home is financially out of reach. Public housing provides a viable solution for many, but negative...

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