HUD Unveils $3 Million Education And Advertising Campaign To Sell Hud Homes, Curb Predatory Lending
September 10, 2004
HUD unveiled a $3 million dollar national campaign to educate consumers on how to avoid becoming victims of predatory lending when purchasing HUD homes. North American Management, a diversified service firm based in Alexandria, VA. was awarded the one-year contract.
"There are now 73.4 million homeowners in the United States, more than at any time in history," said Housing and Urban Development Secretary Alphonso Jackson. "Since the launch of the President's Minority Homeownership Initiative, in 2002 there has been a net increase of 1.6 million minority homeowners. This new campaign will help even more families have an opportunity to achieve the dream of homeownership."
The bilingual advertising campaign is slated for 20 cities where HUD has a significant number of homes and where the Department knows predatory lending tactics are used. HUD expects the first newspaper ads to start appearing this fall.
Cities that will be included in the new campaign are Phoenix, Ariz., Los Angeles, Calif., Oakland, Calif., Miami, Fla., Atlanta, Ga., Chicago, Ill., Indianapolis, Ind., Baltimore, Md., Detroit, Mich., Saint Louis, Ill., Charlotte, N.C., Las Vegas, Nev., New York, N.Y., Philadelphia, Pa., Pittsburgh, Pa., Memphis, Tenn., Dallas, Texas, Houston, Texas, and Salt Lake City, Utah., and Kansas City, Kan. The state of Mississippi will also be included in the campaign.
While newspaper ads in minority publications will be a primary focus of the campaign, HUD also plans on targeting Internet advertising. In addition, HUD will conduct outreach with faith-based and other community-based grassroots organizations in selected markets to reinforce the message.
The ad campaign, which starts in this month, comes on the heels of a similar, $1.5 million, eight-state campaign HUD launched last year.