BUILDING A FOUNDATION OF HOPE FOR HOMEOWNERS

Client:

Consumer Credit Counseling Service of Atlanta, Fannie Mae Foundation, Homeownership Preservation Foundation, NeighborWorks America and United Way (2006-2007)

Assignment:

Jackson Spalding was chosen to conduct a pilot public education campaign to reduce home foreclosures in metro Atlanta. The goal of the campaign was to establish 1-888-995-HOPE as the source of information for homeowners behind on their mortgages or facing foreclosure and to generate a minimum of 5,000 calls to the hotline and conduct 2,000 counseling sessions for all of 2007. The HOPE program consists of the toll-free 1-888-995-HOPE hotline supplemented by face-to-face counseling provided by local NeighborWorks organizations.

Strategy/Implementation:

Jackson Spalding, along with agency partners PRecise
Communications and ignition, Inc., designed a tiered campaign to reach homeowners in the hardest hit communities, while also promoting the hotline to homeowners throughout the metro area. Campaign components include media relations, radio and print advertising, partnerships for funding and distribution, direct mail, special events, and outreach through community and faith-based organizations in targeted communities in Fulton and DeKalb counties.

Results:

By the end of the first quarter, the hotline received 6,315 calls resulting in 1,520 homeowners receiving counseling. By June, the hotline received 8,205 calls and 2,206 homeowners had received counseling. Media relations efforts by the Jackson Spalding team have resulted in more than 13 million earned media impressions through print, radio, television and online coverage. The Jackson Spalding team created key partnerships to extend the reach, credibility and sustainability of the campaign, including the City of Atlanta, Atlanta City Council, and DeKalb and Fulton Counties, which resulted in formal endorsement from Mayor Shirley Franklin, DeKalb County CEO Vernon Jones, Fulton County Chair John Eaves and Atlanta City Council President Lisa Borders. Campaign efforts also generated in-kind donations from agencies such as the Georgia Department of Labor.