Housing & Homelessness
The Rent Stabilization Marketing and Awareness Campaign
The i-team worked with the Department of Housing and Community Investment (HCID) to create and launch a new Rent Stabilization Ordinance (RSO) awareness campaign called Home for Renters. This marketing campaign was intended to help both tenants and landlords understand their rights and responsibilities pertaining to rent stabilization, while improving tenants’ access to resources to help them stay in their homes. Campaign materials were designed in multiple languages and made it easy to understand complex rules, while telling a series of everyday Angelinos stories who resides in RSO units why home matters. In addition, RSO tenants and landlords were informed of their rights and responsibilities through a new website, educational pocket guidebooks, and direct outreach through door hangers and other tools that take the campaign to them.
WHAT IS THE PROBLEM WE’RE TRYING TO SOLVE?
While one out of two LA households lives in a rent-controlled unit, yet only 48% of renters with household incomes less than $25K per year are aware that the RSO limits the legal reasons for evictions. With growing rent increases across Los Angeles during a compressed housing market, the RSO awareness campaign aims to inform tenants their rights early and provides tools to build best practices such as keeping rent receipts and contracts to guard against illegal evictions.
WHAT IS THE INITIATIVE
Under Mayor Eric Garcetti’s leadership, the Home for Renters campaign launched in Spring 2016. Campaign materials were strategically placed in communities vulnerable to displacement and leveraged highly visible assets including transit shelters, bus interiors/exteriors, subway stations, and city facilities like libraries and worksource centers. From July to September 2016, the campaign resulted in almost 22,000 unique campaign web page view within 14 months and 12,600 downloads of informational tenant and landlord guidebooks in Spanish and English.