The Challenge

To help Canada Mortgage and Housing Corporation (CMHC) develop a national communication strategy for its Healthy Housing initiative, and increase awareness of CMHC as an information company.  The Healthy Housing initiative promotes environmental responsibility, resource and energy efficiency, occupant health, and affordability for Canadian housing.

Our Approach

CULLBRIDGE™ put together a consortium of social marketing and industry experts to complete this important project within the client's one month time frame.  On the basis of national interviews, surveys and focus groups, and an audit of existing communication materials, strategic recommendations were developed for the Corporation and its key audiences.

Collaborators

Our primary partner on this project was Manifest Communications.  We also appreciate the collaborative assistance of Conservation Technologies International, Drerup Armstrong, Envirodesic Inc., and Fisher, Leff & Associates.

Impact

"The Healthy Housing Initiative is now our corporation's premier communication initiative.  Its information products are some of our most requested publications, our 1999 Consumer Survey found that 29% of adult Canadians have heard of the term "Healthy Housing", and we have waiting lists in every province for our Healthy Housing workshops for industry professionals. "

Sue Ann Rothwell, Canada Mortgage and Housing Corporation