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CHIA Vic
The Client
Advocating for safe, affordable homes for all Victorians
CHIA Vic is the peak body representing Victoria's not-for-profit community housing sector. CHIA Vic advocates for and supports the community housing sector to grow and thrive through policy representation, training, and raising the profile of community housing as a solution to housing stress and homelessness.
As a small but dedicated team working amidst a housing crisis, our engagement with CHIA Vic went beyond developing an engaging digital marketing campaign. We focused on transforming public sentiment through education while working with community housing organisations to build capacity, create lasting tools and develop skills that will continue to generate positive impact long after the project ends.
By the numbers
Victorians reached
NFP organisations provided support & training
marketing assets created for organic socials
The Challenge
Community housing organisations play a critical role within the housing system, ensuring all Victorians have the dignity of an appropriate, secure, and affordable home. However, to drive positive sentiment within the wider community, education surrounding the role and benefits of community housing is needed to ensure these organisations meet the increasing need for affordable housing solutions.
Our approach
Working alongside CHIA Vic’s team, we translated established key messaging and community engagement frameworks into a flexible digital marketing campaign that encouraged empathy, understanding and a positive perception of community housing’s role within the sector. The campaign and its accompanying assets were developed for longevity, understanding that strengthening public support requires ongoing effort.
What we delivered
Multiple resources were delivered alongside the campaign strategy to support CHIA Vic and its member organisations in their long-term mission. These included community management guidelines, editable brand templates for digital marketing, and filmed training on paid advertising, content creation, and social media moderation across multiple platforms. We also offered open office sessions for personalised assistance and developed a dedicated campaign microsite. Through our partnership with CHIA Vic, we delivered a six-month digital campaign, publishing 199 posts across four social platforms and creating 25 individual ads for paid advertising.
The impact
The campaign reached over 1.2 million Victorians – approximately 20% of the state's population – generating 3.49 million impressions at half the cost of industry averages. Insights from the campaign were analysed and broken down into actionable learnings for CHIA Vic and its member organisations, providing ongoing guidance for future marketing efforts. Beyond metrics, we created 23 templates and delivered 5 training sessions, empowering CHIA Vic's 70+ member organisations with tools and capabilities to drive positive community sentiment well into the future, creating a lasting foundation for stronger public support of community housing.
Ready to amplify your impact?
Our expertise spans the complete digital journey through thoughtful brand design, engaging websites, and strategic marketing. We're here to listen, understand and work alongside you to create something meaningful.
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