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State of Illinois Eviction Prevention Campaign

Eviction moratoriums will be lifted on June 1, 2021 triggering the potential for a mass eviction crisis. 21,000 formal evictions predicted in the first month after the moratorium is lifted in Chicago alone, an increase of 1,240% over the first two months of 2020. The State has received federal dollars towards rental assistance and other housing supports that they need to amplify to renters, landlords and support organizations to keep people in their homes. We won this state contract with two separate state agencies as the joint clients, managed a suite of subcontractors, and had four weeks to launch the campaign.

100

Earned media placements statewide

30mil

Impressions across TV, digital and radio in both English and Spanish

500k+

Informational flyers distributed at over 1,200 locations statewide

Services

THE CHALLENGE

Centralize and clearly articulate available resources and who is eligible for them in a way that’s accessible and clear to the end user

Facilitate cross-collaboration between multiple state agencies with separate but overlapping programs

Launch the campaign in 4 weeks.

THE SOLUTION

Developed a multi-layered marketing campaign that included Paid Media, Earned Media, Community & Stakeholder Engagement, Outreach to Business, Website Refresh, Organic Social Media in 7 languages, and Translation.

Worked with a $2 million budget, and established a team of minority-owned subcontractors.

9 month timeframe start-to-finish.

THE IMPACT

Hosted four listening sessions with 55 community representatives including the Illinois Legislative Latino Caucus and the Illinois Legislative Black Caucus to gather culturally specific qualitative feedback when creating campaign branding.

The campaign’s slogan was “Home Is…” / “El hogar es…” to assure the audience that their home is theirs to
keep with a direct, but warm message to resonate across all communities.

Earned Media

100 media placements statewide.

TV and radio

Over 24.4 million impressions in English and Spanish.

Paid Digital (Social Media, Google, Streaming Audio, Reddit)

Over 6 million digital impressions with nearly 97,000 clicks.

Local business marketing collateral

Over 270,000 flyers were distributed across 1,200+ locations and events statewide.

Out of Home (OOH)

1,013 assets in English and Spanish.

Community

Partnered with 50+ Illinois state public officials to participate in community events and drop-offs to provide and distribute resources to their constituents.

Social Media

Created social media toolkits to distribute key stakeholders (legislators and community groups).

Generated 3,666 followers on Facebook and 374 on Instagram. Facebook posts reached over 2.7 million people with over 88,909 engagements.

Website

Generated 800,000 page views with 599,000 unique users.

Related Work

Let’s Make Change

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