“This is why"
For years the U.S. economy has struggled under the weight of home foreclosures, and many hardworking American families fear they may also lose their homes. In fact, one in 17 US homeowners has fallen behind on mortgage payments—despite the fact there are several government programs ready to help them deal with compounding debt.
Ideally, distressed homeowners can connect with mortgage assistance before they lose control of the situation—keeping homes out of foreclosure and a roof over their heads. That’s why the Ad Council, working with U.S. Department of the Treasuryand the U.S. Department of Housing and Urban Development, launched a campaign to reach struggling homeowners before their loans reach default. The campaign informs homeowners about Making Home Affordable®, a program that offers free resources and assistance for homeowners struggling to make their loan payments even though they are working hard to meet their obligations.
Ad agency Schafer Condon Carter has created an approach with the This Is Why campaign to remind homeowners about memorable moments they share with their families in their homes and why it’s worth it to work to save this special place.
These campaigns offer a combination of TV, radio, and outdoor public service advertisements (PSAs), which encourage homeowners to call 888-995-HOPE—a free government resource for mortgage help—and speak with an expert at a HUD-approved housing counseling agency to identify potential solutions based on their individual circumstances.
PSAs direct homeowners to the program website, MakingHomeAffordable.gov to learn about MHA program options that help homeowners get mortgage help and avoid foreclosure.
Since the campaign launch in March 2009, over 1.5 million families have received help from the program. In fact, on launch day , calls to the HOPE hotline increasedby 25 percent. Today, more than 70,000 homeowners connect with a mortgage counselor each month and more than 900,000 have received permanent loan modifications.