MassHousing is dedicated to mitigating the impacts of the housing crisis in Massachusetts. This dedication is exemplified through their first-time homebuyer loan program, designed to support individuals with moderate incomes who aspire to purchase their first home but may feel it is out of reach due to current market conditions.

To effectively promote this program, our strategy centered on highlighting one of the most significant benefits of homeownership: the creation of cherished memories. By emphasizing this core value, we developed a campaign that aims to inspire and reassure potential homeowners that their goal of owning a home is both achievable and supported by MassHousing.

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Design & Art Direction: Jean Paul O'Neill
Copywriter: Jeremy Holbrook
Video Partner: Black Math

Media Partner: Gupta Media