In England, the houses we live in contribute more to carbon emissions than all the cars on the road. To meet the goal of zero carbon emissions by 2050, we’re faced with the huge task of making million of homes managed by housing associations more energy-efficient. But this challenge isn’t just about the technical and financial hurdles; it’s about bringing everyone together – residents, housing associations, government bodies, and the whole industry – to embrace this change. It’s as much about winning over hearts and minds as it is about upgrading homes.

To address this daunting challenge, we teamed up with the Northern Housing Consortium, PlaceShapers, Tpas, and other key strategists to create Heartwarming Homes. Our goal was to inject life into this project by coming up with its name, designing the creative elements, offering strategic support, and showcasing the benefits of green technologies in residents’ lives through the power of film. This joint effort led to a toolkit bursting with practical advice, engaging content, and resources aimed at sparking positive conversations about retrofit. More than a toolkit, Heartwarming Homes is a platform for sharing achievements, hurdles, and insights, all with the goal of working together efficiently and effectively – without duplication.

Heartwarming Homes is making real progress in changing how housing associations and residents think about retrofit and the journey to net zero. The easy-to-understand information and inspiring stories from real people has showcased just how to promote net zero and retrofit to residents. Housing associations are seeing a boost in participation and finding it easier to kickstart their sustainability initiatives. The project underscores the importance and impact of sector collaboration to combat shared challenges. Since launch, the toolkit has had 8,444 visits with 4,377 in the first month. Additionally, 100 per cent of those who took part in the test and learn from the sector said they would use the toolkit, with 91 per cent saying they thought the recommendations were practical to implement.

“Maxmedia were part of the core project team for Heartwarming Homes. They created branding which really brought the campaign to life. They also made high quality videos, putting the people they were filming at ease and getting the best from the interviews.”

– Kathy Thomas, Acting Head of Communications, NHC

“It made such a change that it was written in ‘speak easy language’, it’s understandable. It makes it sound totally different to most of the stuff I’ve read before that’s been put out.”

– Resident #1

“It takes away any sense of ‘them and us’ which people sometimes have at times of change. It allows opportunities for questions to be asked.”

– Resident #2

“The toolkit served as a comprehensive guide, providing valuable insights and support. The content has been both informative and practical. The toolkit’s user friendly made it easy to navigate, and the advice offered was beneficial.”

– Retrofit advisor, 54North Homes