Challenge
Glasgow Housing Association is the largest social landlord in Scotland. Despite investing £1.3bn in social housing, awareness of the scale, impact and benefits of this transformation was low – even among tenants.
They needed to:
- Communicate a complex, citywide transformation clearly
- Shift public and tenant perception at scale
- Engage communities in a way that felt human, accessible and memorable
- Deliver quickly – within a three-and-a-half-month window.
Do you have similar challenges?
Please get in touch to start a conversation about how our expertise can help your business thrive.
Objectives
- Increase understanding of GHA’s investment and impact
- Improve sentiment and trust among tenants and the wider public
- Reach audiences that traditional digital and print channels would miss
- Do all of this within a fixed budget and immovable deadlines
Solution
We reframed the challenge. It was not a website or campaign issue, but an engagement challenge. Our approach combined physical experiences with digital storytelling to bring the message directly into communities instead of expecting people to visit us. We created and implemented a mobile exhibition that toured Glasgow and beyond. The highlight was the Big Red Truck, purpose-built as a travelling, immersive experience.
Inside the truck:
- An interactive “magic table” using projected, touch-enabled content
- A video wall bringing GHA’s vision, investment and outcomes to life
- Simple, accessible storytelling designed for all ages and backgrounds
The exhibition visited schools, workshops and community centres, meeting people where they already were.
Results
- Over 40,000 visitors in the first 12 months
- 89% of visitors said the experience positively changed how they felt about GHA
- Originally planned for six months, the exhibition ran for three years
- Reached five times the audience originally expected
- Won three Herald Digital Business Awards and multiple innovation effectiveness awards
Quote
“89% of visitors said they felt that the experience positively changed how they felt about GHA.”