FHFA: Get HARP’d with Mike Aubrey

The Ask

Develop a consumer education campaign to increase awareness and understanding of the Federal Housing Finance Administration’s Home Affordable Refinance Program that encourages eligible homeowners to seek refinance. 

The Answer

Porter Novelli developed a national integrated education campaign including campaign mark, public service advertising featuring HGTV star Mike Aubrey, breakthrough digital tactics such as a Zillow hangout, collateral materials and events. The campaign focused on nine key markets that have a large number of HARP-eligible homeowners: Orlando, Chicago, Detroit, Miami and Atlanta. Events throughout 2014 brought the Director of FHFA to local markets to talk about the state of the housing finance market and how FHFA is working to strengthen and secure the future.