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Fighting no-fault evictions and protecting renters’ rights
In the UK, landlords can evict renters at any time by issuing a Section 21 notice. These no-fault evictions mean that renters don’t have a sense of security and many live in fear of eviction.
Communications strategy development
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Research & insights
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Campaign strategy
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Digital marketing advertising and message testing
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Messaging and narrative
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Email marketing
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The client
Renters Reform Coalition: 21 housing organisations made up of and representing private renters, leading the campaign for stronger renters’ rights in England
The challenge
The long awaited Renters (Reform) Bill had the potential to finally protect the rights of renters in the UK, yet years of work around the Bill were at risk, as the Conservative government signalled it might u-turn on plans to scrap Section 21.
The Renters’ Reform Coalition needed to grow its mailing list quickly, to ensure it had an active and diverse list of supporters who were willing to lobby parliamentarians to increase renters’ rights.
The solution
We worked with the coaltion to develop and robustly test campaign narratives that would acquire supporters in politically powerful parliamentary constituencies. We saw that audiences were much more likely to convert when messaging placed responsibility for renters and renters’ rights in the hands of politicians.
We then tested targeted social media ads to drive these new audiences to take action.
Finally, we developed an effective onward email journey for these new supporters to keep them engaged with the campaign.
