Counseling Outreach Campaign Refresh

Overview: In an effort to support the 2023 Marketing & Communications goal of helping consumers navigate hardships, and the foundational objective to improve access to equitable and sustainable housing, Fannie Mae aims to deliver 9,000 counseling sessions to renters and homeowners in distress, in partnership with MMI (Money Management International) - who provides counseling for both renters and homeowners.

This campaign's goal is to increase awareness of free, HUD-approved counseling services for underserved renters and borrowers experiencing hardships through multi-channel counseling outreach campaign.

The initial ask was to refresh the variations of the ad units with just minor changes to colors and images to existing designs. The project soon evolved into a new suite of audience-specific and retargeted ad units, with a warmer color scheme and optimistic photography that creates a comforting and hopeful feeling. Besides the static ad designs, I was also tasked with creating storyboard/frames for the animated ads.

Target audience(s): Renters and borrowers facing hardship within Fannie Mae's book of business