HAF Program
TDHCA
Energy & Essentials
Keeping Families Housed: Distributing $842 Million to Texans in need
The Challenge:
The American Rescue Plan Act of 2021 created the Homeowner Assistance Fund (HAF) to help low-income homeowners financially impacted by COVID-19. HAF funds would cover past-due mortgage loan payments, HOA fees, homeowner insurance, property taxes and/or utilities. In May 2022, the Texas Department of Housing and Community Affairs (TDHCA) tasked Hahn with creating a brand identity and generating awareness among qualified populations to drive applications and distribute the $842 million awarded to Texas.
The Solution:
The Hahn team knew we had to work fast, as families were losing their homes. We also knew all content had to be easy to read, relatable, culturally relevant and available in multiple languages (English, Spanish, Korean, Mandarin and Vietnamese).
In the first 30 days, we created a brand identity, delivered a strategic outreach plan, developed and launched a website in five languages, and designed and launched a multi-language statewide ad campaign.
The paid media strategy was designed to deliver fast, efficient awareness among qualified homeowners, with a focus on the 52 high poverty areas of the state. Paid media also worked in tandem with earned media efforts and other outreach (such as with utilities, loan servicers, subrecipients, etc.) to increase our reach and impact.
To be efficient with funds, Hahn enlisted the help of our network of utilities and nonprofit organizations across the state, particularly those serving similar audiences, to promote the program locally. We also created an interactive self-screening tool for the website to help applicants understand eligibility, and encourage those eligible to apply.
Results:
Over the course of our two-year engagement, Texas HAF had a steady stream of qualified applicants. To date, the program has assisted 58,475 households across Texas, 99% of which were below 100% of the Area Median Income.
- BRANDING
- WEB DESIGN
- PAID MEDIA
- EARNED MEDIA
- MARKETING
- COMMUNITY OUTREACH
