FREDDIE MAC
African-American and Latino homeownership rates were lagging behind those of other populations by 25%, even among individuals who meet credit and income requirements. Comunicad provided bran communication services for Freddie Mac to develop a multicultural marketing campaign targeted at eliminating specific homeownership barriers in the African-American and Latino communities. The employment of grassroots partnerships, strategic multicultural media relations, and in-culture and in-language communications vehicles were critical to this campaign’s success.
Comunicad developed culturally appropriate, branded communications materials and mobilized key community-based organizations in a grassroots strategy to disseminate information about homeownership facts and misconceptions. The bilingual campaign, “Homeownership. Let the TRUTH Move You” was launched in 25 cities across the nation. The campaign was immensely successful. Phone calls to the “Homeownership. Let the TRUTH Move You” and “¿Tu Propia Casa? ¡Atrévete!” hotlines exceeded campaign planners’ expectations by 340%.