A campaign in relation to the housing crisis was required in order to push conversation further. It needed to have peoples’ values and concerns at the heart. There was an emphasis on copywriting; deliverables included a long body of copy, some short examples for social media and one visual application. The chosen format was an advertorial to be used in print.
It consists of questions to and from individuals in the context of their home situation. The idea is that an exchange would encourage further and deeper conversation to get to the heart of the issue. It covers three problem areas; the rental market, home ownership and homelessness.
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