TENANCY FRAUD CAMPAIGN
01
The client brief
Create a campaign that will inform Orbit customers of tenancy fraud, let them know that it exists and how to combat it.
We were asked to focus on helping their customers to understand how to report tenancy fraud and increase their awareness of the unfair implications this type of behaviour has for the entire community.
02
The creative response
We presented 3 concepts each communicating the key brief points in a different way. The chosen concept of 'Can you recognise tenancy fraud?' sought to bring the community together, to generate a shared sense of justice and pride in their neighbourhoods.
We achieved this by juxtaposing core messages from the voice of the community - "It's not fair", "It's not legal", "It's not on" and "Don't be fooled" with strong visual imagery that had an element of the ridiculous about it.
03
The client response
ORBIT
04
Working it out
We wanted to ensure that the 'Can you recognise?’ campaign was a clean looking design that used memorable eye catching imagery to hammer home the message.
The use of a ‘Groucho-type’ mask and other disguises, coupled with the copy ‘Can you recognise Tenancy Fraud’... ‘Don’t be fooled’ - asks the reader for a reaction.
The images which are a laughable disguise, strengthen the real issue which is that tenancy fraud has a serious effect on the community, by treating the good customers of Orbit communities like fools and taking away form those in need.
We created a whole suite of assets for the campaign - social media headers, graphic posts, printed posters, an animation and GIF.
The animation was fast paced, with large blocks of colour, and flashes of the disguised faces to really reinforce the campaign and message.
05
Did good things happen...
The campaign posts received notable interaction online and the tenancy fraud message was successfully communicated across the Orbit Group communities and internally to staff.
The team were really pleased with the finished designs and PO'Sh have since secured work on a number of other important residents campaigns.
