The Renting Homes (Wales) Act 2016 represented a major overhaul of housing law, affecting around one third of the Welsh population living in rented homes, as well as the landlords and agents providing them. Welsh Government needed a bilingual national campaign to ensure both groups understood the changes, the actions required, and how to prepare for implementation in December 2022.

The scale and complexity of the Act created a significant communications challenge. Landlords needed practical, step by step guidance, while renters required accessible information about their new rights and responsibilities. Awareness was low, and misinformation widespread.

The campaign had to simplify the law, reach audiences across Wales, and provide clear, accessible messaging in multiple formats and languages.

We identified Rent Smart Wales as the most direct and trusted way to reach landlords. Through their database, we delivered a structured information plan, including monthly e shots that broke changes into simple, actionable steps.To support wider understanding, we created a bilingual stakeholder toolkit for housing associations, local authorities, estate agents and advice services. This included:

• materials in 10 additional languages
• braille and large format versions
• accessible digital assets for easy sharing

Our hero TV ad and film guided audiences through the front door of a home, giving a warm, familiar entry point to complex information. Still imagery was used across digital, press and stakeholder channels for consistent recognition.

The campaign exceeded awareness targets across all audiences:

• 43% of renters aware of changes (up from 19%; target 29%)
• 59% prompted awareness of the Act (up from 34%; target 44%)
• 95% of Rent Smart Wales landlords and agents aware of the changes (target 90%)

These results demonstrated strong public understanding of a major legislative shift, achieved through accessible communication and targeted outreach.