Habitat for Humanity is known the world over for providing stability for at-risk families and promoting self-reliance through affordable housing. Because of their ceaseless commitment to empowering individuals – in 50 states and 70 countries – Habitat has earned incredible brand equity and engendered goodwill across the globe.
However, the Greater San Francisco chapter routinely faces an uphill battle at the regional level. Land constraints, booming construction costs, and inequitable displacement are some of the distinct challenges native to the Bay Area’s housing crisis. Furthermore, Habitat Greater San Francisco faces the perception that they are only able to affect change on an individual level, rather than offer large-scale, community-wide enrichment. It was time for us to shift local perspectives.
The goal was to reach three groups of people: active members, those tangentially engaged with Habitat, and those not at all involved. We focused our primary efforts on activating the second group (the tangentially engaged), because there we saw the biggest conversion opportunity. People in this group had an established connection with Habitat, and may have even participated in an event, but were not yet active donors or advocates.
To re-energize our target audience, we developed a campaign that portrays the emotional benefits that habitat brings to the community. Rather than simply building homes, Habitat is building “dreams, love and legacies”.
We created billboards throughout the Bay Area, SF MUNI bus ads, a dedicated hero banner on habitatgsf.org, print and digital ads in the Marin Independent Journal, and videos for Habitat’s annual fundraising event Framing the Future. We’re thrilled with the creative collaboration with Habitat and look forward to working with them to continue to shift perspectives and ignite greater engagement in the local chapter.