<- Our work
Lets Talk ->
Working for everyone to have a decent place to call home
By 2050, one in three people on earth will live in slums and other informal settlements.
Audience research and insights
/
Research & insights
/
Campaign strategy
/
Messaging and narrative
/
Brand & narrative development
/
Brand audit and ecosystem analysis
/
Interviews and focus groups
/
The client
Habitat for Humanity:
works with communities in over 70 counties, supporting families and advocating for better access to safe, affordable housing.
Key stats
3,000
Individuals polled
3
Markets covered
103
Responses from internal Habitat surveys
The challenge
One billion people around the world live in informal settlements, such as slums. They are not treated as equals.
The Home Equals campaign is a five-year global advocacy campaign of Habitat for Humanity committed to influencing policies and systems to provide more equitable access to adequate housing for those living in informal settlements, so that residents can improve the places they call home, creating benefits for themselves, their families and wider society.
Prior to building this campaign, Habitat for Humanity approached 89up to better understand how informal settlements are perceived, as well as identifying which messages would be most effective at getting policy makers and the public on board.
The solution
89up carried out an extensive insights generation process, with in-depth analysis in three sample countries, India, Kenya and Brazil. This included a contextual analysis auditing the political landscape and key policy areas, online and media conversation around informal settlements, and hosting focus groups with proxy policy makers in India and Kenya.
To further expand our understanding of the context and the vision for the campaign strategy, we held narrative sessions with Habitat stakeholders, sent a survey to Habitat’s internal network, and conducted public polling in our sample countries to test the resonance of key messages.
The insights phase uncovered perspectives and priorities of both internal and external stakeholders when engaging in housing policy discussions.
The impact
The insights guided the creation of a global campaign narrative and a five-year campaign strategy.
