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

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

Evaluation and Program Planning, 2025, vol. 112, issue C

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.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:epplan:v:112:y:2025:i:c:s0149718925001090

DOI: 10.1016/j.evalprogplan.2025.102642

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