A new chapter for new homeowners

EDUCATING RHODE ISLANDERS AND MAKING HOMEOWNERSHIP A POSSIBILITY WITH RIHOUSING.

RIHousing needed an awareness campaign that could reach potential home buyers in Rhode Island who would benefit from their educational and financial assistance. The demographic is multilingual, and much of the target audience is interested in homeownership, but feel it is unattainable for their family.

Own Your Next Chapter was the first umbrella campaign theme that spreads a message of empowerment and resilience. We reached Rhode Islanders through television, social media, online display, and out-of-home advertising.

The Own Your Next Chapter campaign generated 2.3M impressions and 15.1K clicks to the RIHousing website

OOH delivered over 1.16M impressions in English and Spanish

The campaign growth has led to a 29% lift in click-through rate and 71% improvement in cost per click.

To battle creative fatigue, the Own Your Next Chapter campaign turned to graphic and educational executions on social channels.

A new test theme launched in Spring 2025 to bring a renewed energy to the homeownership journey and every step that RIHousing guides you through along the way. The toe-tapping Every Step Home campaign was born and is bringing record numbers to RIHousing to start their path to a new home.

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Core experience:
PUBLIC AWARENESS | GOVERNMENT | TELEVISION | OUT-OF-HOME | DIGITAL MARKETING