Habitat for Humanity International’s signature cause marketing campaign, Home is the Key, launched in 2017. Habitat partnered with leading brands, retailers and media partners to launch a new, multi-channel cause marketing campaign to generate awareness and support for Habitat’s mission to serve more families around the world. Building on the momentum from last year, the Home is the Key 2018 campaign generated unprecedented visibility and awareness of the critical need for affordable housing. Throughout the month, exuberant volunteers from each of HFHI’s partner companies went to Nashville to work alongside Habitat for Humanity of Greater Nashville and future homeowners Amanda and Ashlee. Together, they erected two beautiful homes from what were just empty slabs a few short weeks before. Habitat’s valued sponsors, celebrities, community leaders and volunteers — and particularly the homeowners — all personified the shared commitment to advancing the vision that everyone deserves a decent place to call home.
Together with the newest Habitat Humanitarians, Drew and Jonathan Scott, HFHI set out to bring energy and awareness to the new build sites, starting with a campaign Kickoff on April 2 and continuing through closing events on April 26, including ribbon cuttings and a block party in Nashville. In addition to bringing phenomenal media coverage from the TODAY Show, HGTV Magazine, People, USA Today, Us Weekly and many others, the brothers promoted their involvement to their nearly 7 million followers on Facebook, Instagram and Twitter throughout the month. HGTV also promoted the events via Facebook Live.
Also supporting the campaign were Nashville-based musicians RaeLynn and Eric Paslay, along with Eric’s wife, Natalie, and celebrity chef Roshara Sanders, who grew up in a Habitat home. Habit corporate partners advanced the campaign by calling on consumers to support their efforts. Partners promoted sales of certain products, donations online and at the register, and donations tied to social media, engaging Habitat supporters and introducing the issue of affordable housing to people new to the cause. You can read more about the corporate partners here.
Habitat offered an interactive house tour at habitat.org/key, featuring inspirational videos and stories about the homeowners, volunteers and partners. By sharing their compelling personal testimony and joy on the build sites and in media interviews, Ashlee and Amanda represented what becoming a Habitat homeowner means to so many families.
Overall, the Habitat Home is the Key 2018 campaign was an incredible success with the numbers to back up their hard work.
Interested in learning more about For Momentum’s work with Habitat for Humanity? Find more here.