PROJECT: Think South Liverpool
BRIEF: Commissioned by SLH Group to conceive of and deliver a perception and culture change campaign for staff, tenants and future tenants of South Liverpool Homes (SLH).
OBJECTIVES: The Think South Liverpool Campaign aims to change perceptions of the Speke and Garston area, and of living in Social Housing, to drive up demand for homes and create a broader mix of tenants. It was to be delivered through a range of media, including website, Social Media, print advertising, bus advertising, building wraps and large-scale outdoor ads in key positions.
OUTCOME: Often thought of as an industrial area, we used photography of the amazing vistas in Speke and Garston combined with “thinking heads” graphics to suggest people should rethink their preconceptions. Using homely interior lifestyle shots and a cheeky reworking of the “fab four’s” lyrics, we aimed to show social housing isn’t 1970’s dreary council houses and to reconnect Speke and Garston with the city centre.
The ongoing campaign is proving to be a great success. South Liverpool Homes now have a waiting list for homes, something they didn’t have before hand.
The Campaign continues to front the new building programme that SLH have embarked on for extra care customers, and also for the newly refurbished independent living schemes. They are also seeing an increase of the “new generation” of social housing tenants choosing their properties.