How communication put affordable housing on the map

Various players in the real estate sector wanted to put the issue of affordable housing higher on the political agenda just before the elections. The intention was not to favour any particular professional group in the sector; the challenge was to enable the entire spectrum to speak with one powerful voice.

Our approach

We contacted various experts within the sector and conducted the necessary interviews to gain a clear picture of the needs surrounding affordable housing, both in Flanders and in French-speaking Belgium. We spoke to experts from the social housing sector, as well as project developers, architects, contractors, etc. We succeeded in producing a single, powerful open letter that was signed by 14 experts and then pitched it to various media outlets. We also created a compact website where the issue was explained in a manageable way and people could sign up to show their support for this social concern.

The result

The vision, which was widely supported by the sector, received ample coverage in the media, sparking debate and raising the issue higher on the political agenda. Concrete questions were asked about this in various parliaments, which also had the necessary positive social impact.

• VRT
• HLN
• La Libre Belgique
• Stop de wooncrisis

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