Challenge
Changes to private rental legislation in 2017 led to an unprecedented surge in advice requests from tenants and landlords across Scotland. Shelter Scotland needed a quick, efficient way to manage a sudden increase in complex queries, reach difficult-to-engage audiences, and provide clear guidance without overwhelming frontline services. The task was urgent and budget-sensitive.
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Solution
Equator collaborated with Shelter Scotland to deliver a targeted digital hub and campaign designed to quickly absorb demand and guide users to the correct answers. The approach balanced clarity, accessibility, and tone to ensure the information made an impact.
- Designed a targeted digital advice hub aligned to the new legislation
- Simplified complex legal changes into clear, actionable guidance
- Created engaging content with wit and style to cut through and drive uptake
- Optimised journeys to deflect unnecessary enquiries and route users efficiently
- Delivered a cost-effective solution tailored to a temporary, high-pressure need
Results
- Rapid deployment to meet immediate demand
- Improved access to accurate advice for tenants and landlords
- Reduced pressure on advice lines and support teams
- Strong engagement from traditionally hard-to-reach audiences
Outcome
Shelter Scotland effectively responded to a sudden increase in demand with a prompt, impactful digital solution. The campaign showed how targeted digital efforts can provide clarity, extend reach, and ease operational pressure when policy changes put immediate strain on public-facing services.
