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MAXX shortlisted for Best Integrated Campaign (SME) at the CIM Awards

We are thrilled to announce that MAXX has been shortlisted for a fourth CIM award, this time for Best Integrated Campaign (SME). The project we have been nominated for is ‘Real People True Stories’, a campaign we produced with our client Soha Housing (South Oxfordshire Housing Association).

Soha wanted to produce a campaign that countered the negative stereotypes of the people that were living in social housing, due in part to high profile documentary-style television shows such as “Benefits Street” and “The Great Benefits Handout”. The campaign needed to find messaging and delivery methods that were emotive, engaging and powerful enough to begin to change public perception.

We decided to face these stereotypes head on and placed the social housing tenants and their stories centre stage, creating ‘Real People True Stories’, an online documentary series that used video, social media and a range of printed materials to showcase Soha’s tenants and show people just how incorrect the stereotypes are.

At the heart of the project is a series of hard-hitting films that feature a different tenant talking about their lives and experiences:

In addition to this MAXX also produced an annual report, billboard and social media strategy that reinforced messaging and outlined how Soha could strategically promote the campaign and start conversations over a range of social media platforms, content and marketing tactics.

The campaign engaged the public and increased understanding of the real people living in social housing with “Real People True Stories” being adopted as the theme for last year’s Housing Day, an annual nationwide initiative that aims to raise awareness about the work undertaken by housing associations. 

The month the campaign was released, Soha’s social media accounts experienced a:

  • 198% increase in reach on Twitter
  • 504% increase in mentions on Twitter
  • 366% increase in average shares on Facebook

Both MAXX and Soha were thrilled with the campaigns success, with Soha stating;

“MAXX and its multi-channel approach turned a very complex project into a single, effective campaign which has started a wider conversation about stereotyping. This has influenced other housing associations to make their own films”

We can’t wait to attend the awards ceremony in April – keep your fingers crossed for us!

If you have a video, social media or marketing campaign you want to speak to the MAXX team about, just email [email protected], you can also give us a call on 01635 521224

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