Brief: Glasgow Housing Association (GHA) is the largest social land in Europe. We were to develop a print and outdoor campaign to help them decrease rent arrears. Whilst it was important our approach should be firm, care had to be taken so as not appear insensitive to those with financial difficulties.
End Result:: By focusing on the positive aspect of rent payments, we sought to make people think differently about rent arrears. Whilst working within fairly rigid brand guidelines, we were able to use a simple, but effective, illustrative technique to focus on the various areas in which rent payments improve the community, from repairs to security.