Soha approached MAXX to create a campaign that countered the negative perceptions of social housing tenants whilst helping to achieve the Association’s mission to build strong and sustainable communities.

This resulted in ‘Real People, True Stories’, an integrated campaign that has recently been nominated for a CIM award for Best Integrated Campaign SME.

This is an example of the My Hair Cares direct mail campaign MAXX ran for Breast Cancer now alongside social media campaigns and interactive digital reports

what we did


  • Series of hard-hitting videos placing the social housing tenants and their stories at the heart of the campaign.
  • Messaging and delivery methods that were emotive, engaging and powerful enough to begin to change public perception.
  • Bold and visually engaging billboards placed at strategic locations.
  • Aimed at a diverse audience including Soha tenants, general public, media and local government organisations.
  • Social media strategy (YouTube, Facebook, Twitter) to reinforce messaging and start conversations around social housing prior to video releases.
  • Beautifully designed annual report enabling those offline to read the featured stories.

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