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The Vida Agency

Washington HAF (Homeowner Assistance Fund)

Multilingual Campaign to Prevent Foreclosures

Homeowners Assistance Fund (HAF) was launched by the federal government to provide relief funds and support people at risk of losing their homes due to COVID-19. It mandated that the funds be distributed equitably, with an emphasis on the socially disadvantaged groups hit hardest by the pandemic. Thanks to our expertise in multicultural campaigns and equitable community outreach, The Vida Agency was selected to increase awareness of the program in Washington State.

Client

Washington State Housing Finance Commission

Awards

Viddy and Cascadia Awards

Goals

Approach

We carried out market research to create target audience personas and build a comprehensive, multi-pronged strategy that delivered clear and consistent messaging across all communications and platforms.

Our work included:

  • Community outreach
  • Paid and earned media
  • Digital outreach
  • Digital and multicultural media

Our community program empowered Advisors to building trust and increasing awareness by attending events and connecting with organizations.

Campaign

Campaign impact

Key Takeaways

  • Broader doesn’t always mean better: We found audiences were more engaged when messaging was intentionally created just for them.
  • Individual community research was critical: We hosted one-on-one sessions with campaign transcreators to understand what messaging might resonate best with the different communities.