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A digital media campaign to promote awareness of housing rights: Process evaluation of the Know Your Housing Rights campaign

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  • Bonnevie, Erika
  • Smith, Sierra
  • Lagunez-Ndereba, Laura
  • Lawton, Ellen
  • Garza, Nick
  • Smyser, Joe

Abstract

Housing security is a key social determinant of health, yet many individuals remain unaware of their rights and available resources. This study presents a process evaluation of the Know Your Housing Rights campaign, a digital media initiative designed to raise awareness of housing rights in Los Angeles and Denver counties.The campaign partnered with social media influencers and digital advertisements to engage target populations, directing them to an informational website with local resources. Fifty influencers participated, reaching a combined audience of over 1.2 million followers. A mixed-methods evaluation assessed campaign implementation, reach, and engagement through digital analytics, sentiment analysis of audience responses, and surveys and interviews with influencers. Findings suggest that influencer-driven content was well received, with predominantly positive audience sentiment and engagement. Influencers reported that participation aligned with their brand and were enthusiastic about disseminating housing rights information. The Know Your Housing Rights campaign illustrates the potential of digital media and influencer partnerships in promoting housing security messages. This approach offers a model for efforts targeting housing rights and other complex social determinants of health through digital strategies.

Suggested Citation

  • Bonnevie, Erika & Smith, Sierra & Lagunez-Ndereba, Laura & Lawton, Ellen & Garza, Nick & Smyser, Joe, 2025. "A digital media campaign to promote awareness of housing rights: Process evaluation of the Know Your Housing Rights campaign," Evaluation and Program Planning, Elsevier, vol. 112(C).
    • Handle: RePEc:eee:epplan:v:112:y:2025:i:c:s0149718925001090
    DOI: 10.1016/j.evalprogplan.2025.102642
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    References listed on IDEAS

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    1. repec:plo:pone00:0240828 is not listed on IDEAS
    2. Anna Gaysynsky & Kathryn Heley & Wen-Ying Sylvia Chou, 2022. "An Overview of Innovative Approaches to Support Timely and Agile Health Communication Research and Practice," IJERPH, MDPI, vol. 19(22), pages 1-24, November.
    3. Mahazril ‘Aini Yaaco & Hafizah Hammad Ahmad Khan & Nurul Hidayana Mohd Noor, 2024. "The determinants of renting intention and renting satisfaction: the role of housing knowledge, housing challenges, and housing policy," International Journal of Housing Markets and Analysis, Emerald Group Publishing Limited, vol. 18(4), pages 966-986, April.
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