National Urban League

The Situation

The National Urban League (NUL) is a nonprofit that enables African Americans to secure economic self-reliance, parity, power, and civil rights. In order to promote homeownership as the primary wealth-building tool for most Americans, it approached Untuck to create a campaign to help level the economic playing field and close the racial wealth gap for African Americans and minorities in the Chicago, St. Louis, and Buffalo markets.

Our Approach

The Home Is Where the Wealth Is campaign persuasively articulates the benefits of homeownership, explaining how owning a home is still an attainable dream and a way to build wealth for all Americans, which contributes to stronger, more stable families and communities. Easy-to-follow steps to homeownership were paired with custom illustrations to bring the campaign to life. Various materials, including a digital toolkit with customizable graphics, were created for local affiliates to use. Social graphics were heavily promoted in June during national homeownership month.