With housing costs skyrocketing and interest rates climbing, it’s no wonder that housing is at the forefront of many Canadians’ minds. As people grapple with the challenge of affording a home in today’s market, the Financial Consumer Agency of Canada (FCAC) is stepping in to offer assistance and guidance.
Teaming up with Target, one of Canada’s most established independent agencies, FCAC has launched a new campaign aimed at addressing the housing crisis head-on. Led by creative director TJ Arch, the campaign aims to raise awareness about the financial strain that housing concerns can place on individuals and families across the country.
“The housing market is a topic that’s top of mind for many Canadians right now,” explains Arch. “From monitoring interest rates to managing budgets, people are feeling the pressure. When you’re worried about your housing finances, it can be hard to focus on anything else.”
The campaign employs a powerful visual metaphor to convey the mental burden of housing-related stress, depicting Canadians with houses for heads. This striking imagery serves to illustrate the pervasive nature of housing concerns and resonates with audiences nationwide.
“Our goal with this campaign was to capture the essence of what so many Canadians are experiencing,” says Arch. “By showing people with houses for heads, we’re highlighting the fact that housing worries can weigh heavily on individuals and families.”
The centerpiece of the campaign is an online video spot that follows Canadians as they navigate their daily lives, accompanied by the message: “It’s hard to focus on anything else when housing costs are on your mind.” The spot encourages viewers to explore the free financial tools and resources available to help them manage their housing-related finances more effectively.
Running until the end of March 2024, the campaign spans a variety of media channels, including online video and audio, radio, digital display, out-of-home, and social media. By leveraging these diverse platforms, FCAC aims to reach a broad audience and provide support to Canadians grappling with housing-related financial challenges.
For more information and access to helpful resources, individuals are encouraged to visit Canada.ca/It-pays-to-know. Whether it’s understanding mortgage options, budgeting effectively, or navigating the complexities of homebuying, FCAC is committed to empowering Canadians to make informed financial decisions.
In a time of economic uncertainty and housing market volatility, campaigns like “Housing on the Mind? Tackling it Head-On.” play a vital role in providing support and guidance to individuals and families across Canada. By addressing housing concerns proactively, FCAC aims to help Canadians navigate the challenges of homeownership and achieve financial stability.
