National Fair Housing Alliance

Purpose: Purpose: the Purpose of the National Media Campaign Is to Educate Consumers and Industry About Discrimination in Real Estate Related Transactions, and Particularly in Mortgage Lending and Home Appraisals. the Campaign Is Targeted to Persons in All Protected Classes Under the Fair Housing Act, With a Priority Focus on People and Communities of Color. the Campaign’s Messaging and Call-to-action Will Address Preventing Such Discrimination and, When Appropriate, Encourage Filing a Complaint With Hud. Strong Media Reach Will Be Achieved Through Tried-and-true and Cost-effective Approaches Including TV, Radio, Print and Out-of Home Psas. in Addition, Hyper-targeted Strategies via a Comprehensive Digital and Social Media Plan, Will Be Implemented.; Activities to Be Performed: Activities to Be Performed: • Produce New Print Public Service Announcements (PSAS) in Eight Languages • Conduct Focus Groups • Produce One New Television Psa in English and Spanish • Produce Two New Radio Psas in English and Spanish • Produce Four 15-20 Minute Podcast Episodes • Place Out-of-home Advertisements • Implement a Digital and Social Media Campaign to Include: O Data Targeting O Streaming Audio O Over-the-top Placements O Youtube O Facebook/instagram • Conduct a Twitter Campaign • Update Psa Catalog C. Expected Outcomes • 4 New 508 Compliant Print Psas in 8 Languages = 32 New Print Psas. Distribution to at Least 1,400 Agencies, Including Hud, Fhip, Fhap, CDBG. • 4 Focus Groups Conducted in Two Cities. • One New TV Psa in :60, :30, and :15 Lengths in English and Spanish = 6 TV Psas. Distribute to at Least 1,200 TV Stations (english) and 280 TV Stations (spanish) With Estimated Impressions of 45 Million and Donated Media of $3 Million. • Two New Radio Psas in :60, :30, and :15 Lengths in English and Spanish = 12 Radio Psas. Distribute to at Least 4,000 Radio Stations (english) and 270 Radio Stations (spanish) With Estimated Radio Impressions of 40 Million and Donated Media of at Least $750,000. • Two :30 Pre-roll Videos in English and Spanish for Placement on Youtube and Other Video Sites. • Four Podcast Episodes in English and Spanish. • Out-of-home Placements With Estimated Impressions of 87.5 Million and Donated Media of $1,170,000. • Ad Placements for the Following Digital and Social Media Components O Data Targeting O Streaming Audio O Over-the-top O Youtube O Facebook/instagram O Total Projected Impressions: 6.85 Million O Targeted Clicks: 8,000 • Twitter Posts With at Least 40,000 Impressions • Psa Catalog Distribution to 1,400 Organizations; Expected Outcomes: Expected Outcomes • 4 New 508 Compliant Print Psas in 8 Languages = 32 New Print Psas. Distribution to at Least 1,400 Agencies, Including Hud, Fhip, Fhap, CDBG. • 4 Focus Groups Conducted in Two Cities. • One New TV Psa in :60, :30, and :15 Lengths in English and Spanish = 6 TV Psas. Distribute to at Least 1,200 TV Stations (english) and 280 TV Stations (spanish) With Estimated Impressions of 45 Million and Donated Media of $3 Million. • Two New Radio Psas in :60, :30, and :15 Lengths in English and Spanish = 12 Radio Psas. Distribute to at Least 4,000 Radio Stations (english) and 270 Radio Stations (spanish) With Estimated Radio Impressions of 40 Million and Donated Media of at Least $750,000. • Two :30 Pre-roll Videos in English and Spanish for Placement on Youtube and Other Video Sites. • Four Podcast Episodes in English and Spanish. • Out-of-home Placements With Estimated Impressions of 87.5 Million and Donated Media of $1,170,000. • Ad Placements for the Following Digital and Social Media Components O Data Targeting O Streaming Audio O Over-the-top O Youtube O Facebook/instagram O Total Projected Impressions: 6.85 Million O Targeted Clicks: 8,000 • Twitter Posts With at Least 40,000 Impressions • Psa Catalog Distribution to 1,400 Organization; Intended Beneficiaries: Intended Beneficiaries • All Persons in the United States • Victims of Housing, Mortgage Lending, and Appraisal Discrimination • Members of All Protected Classes • Persons With Disabilities, Especially Recipients of Federal Financial Assistance • Homeowners and Mortgage Loan Applicants • Residents of Highly-segregated Neighborhoods • Residents of Rural Communities • Staff of Fair Housing and Civil Rights Organizations • Members of the Mortgage Lending and Appraisal Industries • Members of Other Real Estate Related Industries • Government Officials • Groups Serving Persons in Protected Classes; Subrecipient Activities: Subrecipient Activities: the Subcontractor Is a Public Service Advertising Agency That Will Be Involved in the Following National Media Campaign Activities. • Produce New Print Public Service Announcements (PSAS) in Eight Languages • Conduct Focus Groups. • Produce One New Television Psa in English and Spanish • Produce Two New Radio Psas in English and Spanish • Produce Four 15-20 Minute Podcast Episodes • Place Out-of-home Advertisements • Implement a Digital and Social Media Campaign to Include: O Data Targeting O Streaming Audio O Over-the-top Placements O Youtube O Facebook/instagram • Update Psa Catalog