A significant municipal issue in Edmonton right now is affordable housing, and specifically the need for more of it. The City of Edmonton has plans to add quite a number of new affordable housing units in the coming years, but is aware of some resistance to the idea, mostly from people who don’t want it to be
There is a significant body of research that shows that affordable housing in an area—if done well and kept to minority of housing units in any one area—actually confers social benefits to the area and doesn’t negatively impact property values.
As such, the City of Edmonton recently hired us to design and build an information sharing campaign around affordable housing. We started with a market research exercise where we identified the primary oppositions that people have to affordable housing in their area, and then, based on solid academic studies, provided information to help assuage peoples’ fears. Our work included a website, online ads, an explanatory video, posters, postcards, and a
media launch event.