Struggling to make rent causes emotional distress, so we created a campaign themed Breathe A Sigh Of Rent Relief to encourage both renters and housing providers to apply for assistance and start down the path to receiving financial help. To reach the right consumers more efficiently with our media budget, we used a place-based media marketing strategy. This included gas pump advertising to connect with cash-strapped renters feeling the pain of rising gas prices. In addition, we placed broadcast TV by leveraging a targeted holiday package on the Hallmark Channel. We also collaborated with partners across the state to ensure our message reached those in need – rural or urban, big or small.
