California COVID-19 Rent Relief

Client: California Department of Housing & Community Development

Sector: State Government, Housing

Services: Creative Direction, Design

Tools: Illustrator, InDesign, XD, Photoshop

Agency: Prosio

Define

Role: Designer

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.

Parameters & Challenges:

  • Risk of eviction varies by county and neighborhood. Prioritize the most at-risk.

  • 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.

 
CA COVID-19 Rent Relief Program Data as of November 2, 2021

Program Data as of November 2, 2021 Source: https://housing.ca.gov/covid_rr/dashboard.html

Research

Target Audience: California Renters (low-income, all ethnicities/languages) and Landlords

Objective: Direct renters and landlords to apply for rent relief at HousingIsKey.com.

Race & 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%

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

Gender:

  • 56% Female

  • 43% male

Age:

  • 70% of the target audience are 21-50 years old.

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.­

 

Ideation & Prototype

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.

Collateral

Results

 

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).

$1 billion in rent + utilities relief

was distributed to eligible renters and landlords within 9 months of the program start date.

 

90,000 households in California

across 50 counties received assistance and avoided eviction directly due to the CA COVID-19 Rent Relief efforts.

6 statewide media buys

were successfully strategized, designed and executed in six languages including English, Spanish, Chinese, Korean, Vietnamese and Tagalog.

 
BACK TO WORK