Housing that Works for Everyone

The City of Fredericton has experienced rapid population growth and, like many North American municipalities, is facing a serious housing shortage. In order to address common concerns about housing growth strategies and by-law amendments, our team was tasked with  creating a public-facing communications strategy and ad campaign. The goal was to build community understanding, reduce misinformation, and support informed public engagement.

The strategy was to humanize the stories around the housing shortage by showing who it directly affects, building empathy in the community. We developed a narrative framework, messaging pillars, key messages, and a marketing campaign that reflected the City’s tone and obligations. The landing page focused on statistics about the population growth and housing shortage.

The campaign and messaging provided clear, structured messaging and the materials helped support more informed dialogue, creating a foundation the City can continue to use in future housing communications.