APPROACH
Habitat for Humanity doesn’t have an awareness problem. Habitat for Humanity has a perception problem.
Many think that Habitat just gives houses away to people in need. Not exactly.
Habitat for Humanity is helping some of the hardest workers in our community get out of unsafe, unstable rental housing and into their own home—with their own mortgage.
INSIGHTS
9 out of 10 essential workers, such as EMTs and teachers, don’t make the salary needed to afford a one-bedroom rental.
We spent all of the COVID pandemic thanking essential workers. People still hold a deep emotional affinity for them, feeling the need to return the favor.
Photography: Ben Van Hook
Copywriting: Meg Rosenoff