Buying a home is a huge undertaking and for many, it feels like it’s reserved for people who make a certain amount of money. For generations, owning a home has been at the heart of the American Dream; the ultimate symbol of stability, belonging and success. But today, too many people feel shut out of that dream. Rising costs, myths about what it takes to qualify and a culture of fear around rejection and financial vulnerability have led many renters to assume they’ll never be homeowners.
+ Video and Photography
+ Creative Strategy
+ Advertising
+ Media Strategy, Buying and Reporting
Idaho Housing and Finance Association (IHFA) asked DW to create a campaign that makes the impossible feel possible: To help people in Idaho realize that homeownership is more attainable than what they’ve been tricked into believing. IHFA needed a campaign to highlight their Below Market Rate program and their Downpayment Assistance program.
After various qualitative research methods, we noticed something interesting. Despite all of the resources that are available to make buying a home attainable, people rule themselves out before the process can even begin. So, we created the Doubting Double campaign. Tapping into the nature of internal dialogue, we set out to highlight people’s worst critic, themselves. The critic highlighted common myths about the homebuying process and ultimately, IHFA dispels these myths.
Let's create something unforgettable.
