Picture This
THE CLIENT
MassHousing
THE CHARGE
Educate first-time Massachusetts homebuyers that down payment assistance is available.
THE CHANGE
Spurred record interest in MassHousing services and expert partners.
- Public Awareness
- Campaign Branding & Execution
- Program Adoption
500 conversions in five weeks
1,052,000 video views
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Real estate prices across the Commonwealth have reached record heights, pricing potential first-time home buyers out of the neighborhoods they love. MassHousing asked MORE to develop a campaign for low- to moderate-income first-time home buyers of color in and around gateway cities to let them know they have options.
Powered by Mission
MassHousing is dedicated to confronting the housing challenges facing the Commonwealth to improve the lives of its people. The Picture This campaign was centered around images of families who had found their way home, paired with clear messaging promoting up to $50,000 in down payment assistance for first-time home buyers.
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By promoting both the available funds and the expert partners available, our target audience was able to open new doors to home ownership and make their dreams come true.