Housing is Key
California Pandemic Response Rent Relief Program
Objective
Design eye-catching campaigns in 12 languages, for all 58 counties in California. The objective was to spread the word about financial assistance for rent and utilities to keep California residents housed during the COVID-19 pandemic. Direct renters and landlords to apply for rent relief at HousingIsKey.com.
Define
Role
Creative Director
Designer
Sector
State Government
Financial Aid
Agency
Prosio
Services
Brand Expansion
Creative Direction
Project Management
Graphic Design
Animation
Print + Digital Production
Deliverables
Campaigns
Print Collateral
Infographics
Billboards
Posters, Banners
Social Media Graphics
Problem
Get eligible landlords and renters to apply for rent and utility relief through the CA COVID-19 Rent Relief program. Educate the public about how to apply, track their application status, and collect payment to avoid eviction.
Research
Target Audience
California Renters (low-income, all ethnicities and languages) and Landlords
Race and Ethnicity
Not Reported 13.5%
Native Hawaiian or Pacific Islander 1.06%
Other Multi-racial 16.99%
Asian 7.93%
Native American or Alaska Native 1.42%
Black or African American 20.46%
Hispanic or Latino 36.27%
White 38.63%
Challenges and Constraints
All messaging must be accessible and easy-to-understand across all commonly spoken languages and education levels.
All messaging must be updated regularly as legislature evolves the program.
Follow the existing campaign style guide to create bold, eye-catching graphics.
Must tailor each graphic to target specific counties, local partner networks, and reach a variety of demographics who speak different languages.
Risk of eviction varies by county and neighborhood. Prioritize the most at-risk.
Income
57.4% of applicants make 30% of Area Median Income (AMI) or less.
26.2% of applicants make 50% of AMI
7.5% of applicants make 60% of AMI
8.94% of applicants make 80% of AMI
Age
70% of the target audience are 21-50 years old.
Gender
56% Female
43% male
Strategy
Make it easy. Simplify the process into easy-to-follow steps, with helpful infographic guides throughout the process—from initial application, to approval and payment.
Make it urgent. Call attention to the limited timeframe to apply, and the risk of eviction if no action is taken.
Target by demographic. Translate all marketing materials, including print collateral and website into the most common languages in California according to census data.
While keeping consistent with the style guide (which included colors, logos, and fonts), I expanded on the brand by crafting elements such as shapes, icons, and visual motifs that support the existing look. I selected stock imagery that reflects diversity— in age, gender, and ethnicity. Furthermore, highlighting portraits of people emphasized the positive impact this program has made in the lives of so many Californians.
Ideate
Execute
500+ unique graphics created and trafficked in 6 months (including billboards, bus wraps, transit shelters, digital ads, social media graphics, website assets, posters, flyers, postcards, tip cards, and more).
Results
90,000 households in California across 50 counties received assistance and avoided eviction directly due to the CA COVID-19 Rent Relief efforts.
$1 billion in rent + utilities relief was distributed to eligible renters and landlords within 9 months of the program start date.
6 statewide media buys were successfully strategized, designed and executed in six languages including English, Spanish, Chinese, Korean, Vietnamese and Tagalog.