Social Marketing Campaign

CHA launched a social marketing campaign in March 2009 to introduce the Moving Forward initiative to the Charlotte area and to communicate the importance of affordable housing for the low income families CHA serves. The initiative has far-reaching implications for everyone who lives in the community and requires informing all of our constituents, including the general public.

To get the word out, the campaign relied on "free" media such as stakeholder briefings, news coverage and our Web site. It also used conventional "paid" advertising to provide a guaranteed mechanism for reaching target audiences. The campaign, implemented over a six-week period, utilized diverse media channels, including television, radio, outdoor billboards and print. In addition to informing the public about the Authority's Moving Forward efforts, the goal of the campaign was to build public support for the initiative by changing damaging or unfair misperceptions about residents of public housing and participants in the Section 8 program.

"The Faces of Moving Forward"

Violet Tilford

Violet Tilford is the single mother of Justice, 10, and Indira, 13, and lives in a CHA community in Uptown. Violet moved into the development eight months ago and loves the spacious floor plan and great location. "My kids love being able to walk to ImaginOn and the recreation center, and I love not worrying about their safety."

Violet, who already has a bachelor's degree in social services, is a second year student at the University of North Carolina at Charlotte. She is studying to get her bachelor's degree in accounting

Barry Webb

Just 10 years ago, Barry Webb did not have a place to call home. Most nights he stayed at a men's shelter here in Charlotte -- the nights when there was room. Years later, Barry has rebuilt his life with a family, good job opportunities and most importantly a place to call home. "I wish my struggles upon no one, but unfortunately that is life. CHA has given me my second chance."

Barry gives back by volunteering for Charlotte Emergency Housing and the Exodus Foundation.

DeVondia Roseborough

DeVondia Roseborough is the published author of a memoir, founder of her own nonprofit, traveling advocate for HIV/AIDS prevention and a single mother of two. Her accomplishments speak for themselves; however, there was a time when her story was unpromising. "I know, that if I didn't move into Piedmont Courts (CHA development, 2000) when I did, I would not be in the same place today. I needed a safe home I could afford to focus on getting my life on track and building a future for my family."

DeVondia lived in subsidized housing for five years and two days. She says that the day she turned in the keys to the property manager at Piedmont Courts marked a milestone in her family's life. Today DeVondia proudly owns her own home.

Jocelyn Segura

After six months of searching for the perfect job, Jocelyn Segura is happy the hunt is over. In October of last year, she was hired as a Community Support Worker for Community Resource Solutions. Jocelyn, a resident of CHA, knows the importance of having a safe and affordable home that is convenient to public transit. She is able to commute to work and provide for her family.

Brad Goforth

The Samaritan House is a private non-profit that provides temporary care and lodging for the homeless following a hospital stay. Brad Goforth, the executive director, knows the importance of having a home, especially when one is ill or recovering from medical treatment. "Many of our guests are discharged from the hospital and sent back to where they came from ... the streets. We are here to make sure that doesn't happen."

Nearly 85 percent of guests at the Samaritan House never return to the streets or the homeless shelter system. Many of them enter into the CHA housing.

It's Time To Start...Moving Forward (VIDEO)

CEO Remarks

MF Presentation