Campaign elements were as varied as production allowed.
March 26, 2022
The Challenge
On the winning response to an RFP issued by the Miami Valley Fair Housing Center, the Legal Aid Society of Dayton, and Consumer Credit Counseling Services, concept, develop, write, design, produce, and execute a 360˚grassroots campaign to raise awareness about predatory lending.
The Process
Consider these lending practices are fairly complicated and need to be explained to undereducated populations, among others. Consider the audience is vulnerable populations. Consider the relatively small budget vs. the work the campaign needs to do. Consider using existing available resources.
The Solution
Using only two-color printing in serious and somber tones, create a full campaign and an ad hoc Predatory Lending Solutions Hotline staffed by Fair Housing employees. Brochures, bus placards, billboards, radio spots, posters, etc., were written to not be above an eighth grade reading level. Photography was of actual foreclosed houses, and “regular” people. Simple, expository language mixed with bullet points helped communicate the dangers. Explaining actual forms our demographic might have used proved
to be useful.
