It’s one thing to chat about the weather, but quite another to talk about money, especially when debt is involved. This was the problem we sought to solve when working with Southway Housing Trust. As the nation grappled with a mounting cost-of-living crisis, a direct consequence of factors like the war in Ukraine, high inflation, and skyrocketing interest rates, social housing residents were disproportionately affected. As a responsible landlord, Southway Housing Trust felt a duty of care towards its residents and wanted to ensure that they were supported during this difficult time.

We developed a unique third-person messaging framework aimed at reducing the stigma of seeking help. By presenting the information neutrally, we hoped to make it easier for residents to self-refer, either to the Southway team or other appropriate services. To further catch the eye and stand out amidst regular communications, we intentionally gave the campaign visuals a slightly different vibe from the usual Southway branding – using a striking illustrative approach. Knowing that tackling this issue required a multifaceted approach, we developed a multi-channel strategy to spread the word. A key feature was the creation of a cost-of-living resource hub on Southway Housing Trust’s website, where residents could find helpful information and support.

It was heartening to see residents come forward and engage with the Money Advice Team and that the campaign had helped to reduce the stigma of reaching out. Partnering with a landlord like Southway Housing Trust – who care deeply about their local communities – made our efforts even more rewarding. With timely interventions, a supportive landlord, and a campaign driven by compassion, we showed that it was possible to navigate even the most challenging of circumstances with equal measures of creativity and tact.