End the housing crisis

#residential

Digital marketing

An open letter as a powerful message to politicians and the public

10,000 voices against the standstill: campaign resonates with politicians and the public

Through an open letter, a powerful media campaign and thousands of signatories, we brought the housing debate back to the front pages. Hooox helped shape the call for a genuine housing revolution.

UPSI-BVS x hooox

The Belgian housing market is under immense pressure. The signs are alarming, and the consequences are being felt. Yet there is still no sign of structural action from policymakers. Commissioned by UPSI-BVS, Hooox developed a strategic communications campaign to put this urgent issue on the political agenda during the formation of the federal government and to mobilise the wider public.

The core of the campaign: a powerfully coordinated appeal from the entire housing sector – unprecedented in our country.

A campaign addressing a pressing social issue

Hooox was one of the initiators of an open letter that finally framed the housing crisis at the appropriate level: that of an impending social crisis. This letter was signed by a broad coalition of developers, social housing organisations, academics, tenants’ organisations and sector federations – people who deal with housing on a daily basis, each from their own perspective.

The message was clear: without action, we are heading for a housing crisis on an unprecedented scale.

The letter was published in full in De Standaard, Le Soir, De Morgen, Het Laatste Nieuws, L’Echo and De Tijd, and featured in news broadcasts on VRT and VTM radio and television. The debate finally gained the breadth and depth it deserves.

A digital ecosystem with faces and stories

At www.stopdewooncrisis.be, we didn’t just compile facts and figures about the Belgian housing market; above all, we shared personal stories.

We interviewed people who are experiencing the housing crisis first-hand: families who have had to leave their homes, older people who cannot find suitable accommodation, and young people who are forced to continue living at home.

These testimonies made the crisis tangible and human – and helped thousands of others to recognise themselves in the story.

The website grew into a platform for raising awareness and taking action: nearly 10,000 people signed the petition.

Multichannel media campaign

Hooox translated the campaign into a powerful media push via:

TikTok, YouTube Shorts and Instagram Reels to reach young people
Facebook and LinkedIn Ads targeting policymakers, journalists and civil society
Email campaigns and retargeting aimed at relevant organisations and visitors
Paid visibility in quality media in the Netherlands and France

Every communication led back to the central platform, where the story, the call to action and the initiatives came together.

Public affairs with impact

This assignment is no exception. At Hooox, we believe in communication as a lever to put social issues on the agenda.
With extensive experience in public affairs and stakeholder communication, we help sectors move forward – by raising awareness, connecting and mobilising.

Stop the Housing Crisis fits perfectly with our DNA: projects that seek solutions rather than resigning themselves to the status quo. Campaigns that fuel public debate and drive political change.

Results

Over 10,000 signatures from members of the public, experts and organisations
National media coverage in print, online, radio and TV
Debate initiated among policymakers at both federal and regional levels
Broad support for structural housing reforms
A reduced VAT rate of 6% for demolition and reconstruction

Want to know more about how Hooox creates social impact through meaningful communication?

Previous project Next project