A think-tank is considering launching an advertising campaign aimed at reversing the dwindling popularity of social housing
As part of its inquiry into the purpose of social housing the Institute of Public Policy Research asked advertising agencies to come up with ways of promoting housing.

The results - including the advert above by agency Miles Calcraft Briginshaw Duffy - may now form part of real advertising project. The IPPR is to look into the possibility of seeking a sponsorship for a targeted campaign.

MCBD creative director Malcolm Duffy said his firm's campaign would be aimed at attracting younger people to social housing.

But the idea of a campaign received a lukewarm response from housing experts. National Housing Federation chief executive Jim Coulter said: "The brand image needs to change, but so does the brand. There is still a way to go on the question of what social housing is for."

Chartered Institute of Housing director of policy John Perry said: "There is no point in rebranding unless you also change the reality of it."

Source

Housing Today