Renting Homes Act

The Renting Homes (Wales) Act 2016 represented the most significant overhaul of Housing Law in Wales for decades and impacted approximately one in three of the Welsh population who were living in rented homes at the time, as well as the landlords who provided these homes. We developed and produced a bilingual national awareness campaign to ensure both landlords and tenants were aware of the changes that took effect from December 2022.

What we did

We first identified that Rent Smart Wales was the key way of reaching and informing all landlords of the changes made in the Act . Using information from Rent Smart Wales, we were able to produce a content plan and monthly e-shots to guide landlords through the upcoming law changes and what they needed to do to prepare.

Another part of this campaign was to ensure that stakeholders like estate agents and housing authorities could share information on the Act. The accessibility of this information was important to us and the client so our ‘stakeholder toolkit’ consisted of braille, large format and was provided in ten additional languages so that the information was available to everyone who needed it!

The target for the TV Ad and Hero film was to lead the audience from the front door of a home, creating a comfortable homely feel. Stills from this were then transferred to use across our digital and printed media and stakeholder toolkit assets to ensure recognisability across all platforms.

Being one of the three parts of a wider Housing and Homelessness contract meant that having a unifying element to the campaign was important. A clear presentation of an overall objective to integrate the parts of this contract were paramount: Working together for a safe home for all.

The implementation date was changed from July 15th to December 1st, which gave us the opportunity to learn what information landlords and renters may still require and to respond to any gaps we identify through social listening, surveys and feedback!

The Results

  • Awareness of changes to the law in Wales around renting homes rose to 43% of renters (up from 19% in June baseline survey, surpassing our target of 29%).
  • When prompted about The Renting Homes (Wales) Act specifically, almost six in ten renters interviewed (59%) said they had heard about this change in the law (up from 34% in June baseline survey, surpassing our target of 44%).
  • 95% of landlords and agents registered with Rent Smart Wales said they were aware of the changes (surpassing our target of 90% awareness).
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