Treasury, HUD and the Ad Council Launch National PSA Campaign to Reach Struggling Homeowners
Ongoing effort urges homeowners with mortgage trouble to reach out to learn of free federal resources to avoid foreclosure
To increase awareness of the Making Home Affordable® Program’s free resources and assistance for struggling homeowners, the U.S. Department of the Treasury (Treasury), the U.S. Department of Housing and Urban Development (HUD), and the Ad Council unveiled the third and final phase of their Foreclosure Prevention Assistance Public Service Advertising (PSA) Campaign.
To view the campaign materials, visit MakingHomeAffordable.gov.
Data shows that nearly one in 14 U.S. homeowners has fallen behind on his or her mortgage payments. The new phase of the campaign seeks to identify with those homeowners and raise awareness of free government resources designed to help avoid foreclosure. As announced earlier this year, the Making Home Affordable® Program has been extended through December 2013 and the eligibility criteria have been broadened. Now, homeowners with rental properties and additional homeowners facing a negative change in their finances may be eligible for assistance.
Ad Council research shows that many struggling homeowners delay conversations about their mortgage concerns because they feel confused about where to turn for help and about whom to trust. With that in mind, Chicago-based advertising agency Schafer Condon Carter, created the new print, radio, outdoor and web PSAs to strongly encourage homeowners not to give up hope and remind them that there are free resources available to help.
The PSAs, which are available in English and Spanish, direct homeowners to call 888-995-HOPE (4673) for free access to HUD-approved housing experts who are available to speak one-on-one about solutions based on each family’s individual circumstances, 24 hours a day, 7 days a week. Additionally, the campaign drives homeowners to the website, MakingHomeAffordable.gov, which hosts robust online resources where homeowners can learn how to address their mortgage concerns.
Per the Ad Council model, all PSAs will be aired and run in time and space donated by media organizations. Since the campaign was launched in 2010, media outlets have donated $68.7 million in air time and space. The new ads are being distributed ahead of the month of January – a time when historically many families struggle with their bills and are at increased risk of foreclosure.