The Client
One of the core goals of Aunt Leah’s Place is to help prevent children in foster care from becoming homeless. To support them in their journey to self-sufficiency, Aunt Leah’s supports youth housing needs via their Friendly Landlord Network by helping to create supply infrastructure through community engagement, and follow-up housing worker outreach.
The Challenge
Aunt Leah’s Place needed to reach landlords with vacant units across the Lower Mainland. The region has become unaffordable for many young people and vacancy rates are consistently low. Youth without family support are missing the financial and emotional safety net protecting their peers. Provincial statistics show that 40% of homeless youth have been in foster care, but it is as high as 60% (the national average) factoring the ‘hidden homeless’ rate: youth are homeless and couch surfing. This group is 5x more likely to die from overdose or suicide.
Aunt Leah’s needed to reach landlords with vacant suites and wanted to time it around the youth homeless count while awareness was higher.
Team #GMD Solution
Glacier Media Digital implemented a cause marketing campaign building a fully integrated campaign to better communicate their message.
The campaign:
- Edit of an existing video down to a tight 45-second script, adding with voiceover and graphics overlay for enhanced user interaction
- Creation of dynamic point of entry creative to run across the community newspaper network in the Lower Mainland
- Building community display impressions
- Creating social media ads targeted to the intended audience
- Commission of a sponsored content piece to highlight the challenge faced by youth and how the Friendly Landlord Network addresses it
- Building a conversion-optimized landing page as the clickthrough destination for all campaign elements with focused messaging and to capture email contacts of potential landlords
