Since the passage of the Fair Housing Act in 1968, the National Association of REALTORS® (NAR) has fought to ensure housing is fair for as many Americans as possible. But as with any important fight, our work is never done. People are still experiencing discrimination today and are locked out of homeownership.
As America’s largest trade association, NAR is fully committed and uniquely positioned to champion Fair Housing as a core tenet of its Code of Ethics, which all members must adhere to. Amid social unrest and calls for action and equality, NAR wanted to declare its stance and rally its 1.4 million members and the public around the Fight for Fair, to differentiate REALTORS®, members of NAR, as champions in the fight for fair housing for all.
As the voice of the real estate industry and a powerful consumer-facing force, NAR and its members, REALTORS®, are not simply selling properties - they are selling opportunities. Our homes have a butterfly effect on our entire lives. And for many, being locked out of the opportunity to own also means being locked out of the ability to build generational wealth, experience safe schools and outdoor spaces, and capitalize on employment opportunities. The truth is, discrimination in housing can lead to discrimination in all aspects of life.
Because they are the only real estate professionals who abide by a Code of Ethics that sets a higher standard for fairness in housing than any federal law, REALTORS® are uniquely positioned to increase equal access to property ownership and, as a result, increase equal access to opportunity.
Sidestepping documentary cliches and heartstring tonalities, we created an exuberant, new design language for fairness in real estate, one that could communicate inclusivity and accountability at the same time. We carried this tension through every creative choice we made, every straight-talking line, every animated transition, every jazzy note.
A full ecosystem was developed to support this message in OOH, print, social, branded content, audio and video. Partners included The Wall Street Journal, The New York Times, Politico, The Hill, Vice, Axios, Oprah, Roots and Essence.
This effort was meant to create lasting impact with consumer and REALTOR® audiences. With consumers, the creative provided a clear outlet to report fair housing violations in order to reduce discriminatory practices moving forward. For REALTORS®, the creative could be extended through association or personal social channels for additional and continued reach.
Across media touchpoints, our campaign garnered more than 30 million impressions with key consumer groups and stakeholders from July to December 2020. The campaign led to a +3.0 point (statistically significant) lift in people who agree with the statement “REALTORS® can make homeownership possible for someone like me,” reinforced through comments like “I truly believe REALTORS® stand for fair housing.” In addition, our social media assets were the most used by REALTORS® in 2020, outperforming other advertising materials provided.