The Ad Council, in partnership with the U.S. Department of the Treasury and the U.S. Department of Housing and Urban Development (HUD), says it will launch a national public service advertising (PSA) campaign focused on the government's Making Home Affordable program.
The PSAs direct homeowners to visit the program's customer-facing website, MakingHomeAffordable.gov, or to call the 1-888-995-HOPE phone number to see if they are eligible for assistance. Created pro bono by The Kaplan Thaler Group, a New York-based advertising agency, the new campaign is available in English and Spanish.
The Office of the Special Inspector General for TARP (SIGTARP), a federal bailout watchdog, had previously taken the Obama administration to task for not doing enough to encourage borrower participation. This past spring, SIGTARP called the absence of a televised PSA one year since Making Home Affordable's launch ‘inexplicable.’
The Ad Council will distribute the new PSAs to more than 33,000 media outlets nationwide, and the campaign includes television, radio, print, out-of-home and Web advertising. The PSAs will air in advertising space donated by the media, the Ad Council says.
The PSAs can be viewed on the Making Home Affordable website.