SJSU X City of San Jose
Group 4
Portfolio Entry: Rent Stabilization Awareness Campaign
Introduction:
Our team embarked on a mission to raise awareness about rent stabilization in San Jose, recognizing its critical role in ensuring housing security amidst the challenges of high living costs and economic disparities in Silicon Valley.
Insight:
Silicon Valley has deep-rooted issues of housing instability, particularly affecting families and young adults, including college students. Many endure the uncertainty of unstable housing situations, undermining their sense of security and well-being.
Big Idea:
"Stay Stabilized" captures our overall concept, of portraying rent stabilization as a lifeline amongst turbulent housing waters. Through a varied awareness campaign, we aimed to inform, empower, and mobilize residents to advocate for their housing rights.
Research and Inspiration:
Our campaign draws insights from the staggering statistics of young adult homelessness in San Jose, double the rates of major cities like LA or New York. We delved into the three-step strategy to combat homelessness, emphasizing the urgency for systemic and policy changes.
Execution:
1. Graphic Illustrations:
- "Tightrope Balance Beam" Graphic: Depicts the concept of staying stabilized amidst housing uncertainties, translated into three languages for broader outreach.
2. Educational Resources:
- "Do Your Homework" PSA: Links to a website offering comprehensive information on rent stabilization, including FAQs and eligibility criteria.
3. Storytelling and Live Sessions:
- Utilization of user personas to share real-life stories and experiences, fostering empathy and understanding among audiences.
Branding and Distribution:
- We adhered to City of San Jose branding guidelines, using the designated color schemes and typefaces to maintain consistency.
- Graphics were formatted for various social media platforms, targeting different age demographics and linguistic preferences.
- Emphasis on ADA compliance ensured inclusivity and accessibility across all materials.
Outcome:
Our campaign sparked meaningful conversations and prompted action towards housing stability. By demystifying rent stabilization and empowering residents with knowledge, we aimed to foster a community united in advocating for affordable and secure housing for all.
Through strategic planning and creative execution, our team strived to make a tangible impact in addressing housing insecurity and promoting social equity in Silicon Valley.
