WASHINGTON, DC, September 14, 2011 - The Ad Council, in partnership with
the U.S. Department of the Treasury and the U.S. Department of Housing and Urban
Development (HUD), have joined together to launch a new phase of their
Foreclosure Prevention Assistance Public Service Advertising (PSA) Campaign. The
campaign aims to increase awareness of the Making Home Affordable® Program’s
free resources and assistance for homeowners who are struggling with their
mortgage payments.
One in 11 homeowners nationwide has missed two or more mortgage payments.
Many struggling homeowners delay conversations about their mortgage concerns and
enter foreclosure without ever reaching out for assistance. The new PSAs notify
homeowners facing mortgage trouble that options other than foreclosure are
available, and the sooner they act, the more options they have for the best
possible outcome.
The Foreclosure Prevention Assistance campaign encourages homeowners to
call 888-995-HOPE
begin_of_the_skype_highlighting 888-995-HOPE end_of_the_skype_highlighting (4673) to speak
one-on-one with a HUD-approved housing expert to discuss the solutions that are
available based on their individual circumstances. In addition, the program
website, MakingHomeAffordable.gov, serves as an online resource for struggling
homeowners to learn about options other than foreclosure.
Created pro bono by Schafer Condon Carter, a Chicago-based advertising
agency, the new television, radio, print, out of home, and online PSAs have been
created in English and Spanish. The PSAs aim to inspire homeowners who are
unsure of where to turn to reach out for help as soon as possible.
“The Making Home Affordable Program has already assisted over a million
homeowners," said HUD Secretary Shaun Donovan. "Housing counselors are ready to
continue their work with homeowners to discuss specific solutions for their
mortgage problems. Struggling homeowners do not need to work through their
concerns alone. The key is encouraging homeowners to pick up the phone now to
explore their options.”
Treasury Secretary Tim Geithner added: “While the housing market is still
distressed, the Administration’s programs have helped establish better standards
for the mortgage industry. As a result, struggling homeowners have more options
today than ever before. We are continuing to do everything we can to help
stabilize the market and to ease the burden on struggling homeowners. And that
includes working to make sure families and individuals know about the resources
available to them.”
“We are proud to continue our partnership with Treasury and HUD on this
critical issue of home foreclosures that affects so many Americans,” said Peggy
Conlon, president and CEO, the Ad Council. “We are confident that these new
PSAs will resonate with homeowners struggling with their mortgages and encourage
them to call 888-995-HOPE
begin_of_the_skype_highlighting 888-995-HOPE end_of_the_skype_highlighting or visit the
website to learn what they can do to prevent foreclosure.”
“All of us at Schafer Condon Carter have been honored to work with the Ad
Council and its sponsors at Treasury and HUD on the Making Home Affordable
campaign,” said David Selby, president of Schafer Condon Carter. “We know that
the financial burdens currently facing many homeowners are paralyzing. We’ve
captured this emotion with a creative treatment that shows people frozen in time
while the world goes on around them. Speaking directly to these homeowners is
key in getting them to get the help they need as soon as possible.”
The Ad Council will distribute the new PSAs to more than 33,000 media
outlets nationwide. The new advertisements build on the successful nationwide
campaign first launched between Treasury, HUD and the Ad Council in the summer
of 2010. The PSAs will air in advertising space donated by the media.
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