17.12.2013 Cake appointed to deliver Your Benefits campaign for Community Housing Cymru

We are delighted to announce that we have been selected as the lead agency in delivering the ‘Your Benefits’ 2014 communications campaign for Community Housing Cymru.

The high-profile bilingual communications campaign will focus on the introduction of Universal Credit and the impact this will have on personal finances for families living in social housing throughout Wales.

Following a competitive tender process, Cake Communications was appointed in December.

We will work with CHC and members to deliver a tailored campaign designed to create maximum impact and reach, using media relations, social media, community events, advertising and stakeholder engagement to reach tenants.

Under Universal Credit, households will receive their own housing benefit and will be responsible for paying their rent to their landlord for the first time.Despite well-documented problems with the early stages of Universal Credit, and unclear timescales about its introduction, a communications campaign will be central both to raising awareness and driving action amongst tenants as they prepare for the changes.

This campaign will form phase two of the highly successful ‘Your Benefits Are Changing’ campaign, the first phase of which focussed on the bedroom tax and what it means for tenants.

Managing Director Sara Robinson said:

“We are delighted to have the opportunity to work on a campaign that we hope will help make a difference to the lives of people struggling with the very real consequences of welfare reform.

“Our campaign will focus on signposting tenants to the practical support available from Community Housing Cymru and its members, who can help with financial advice and help those not currently online or with a bank account to access services. Against a backdrop of ever-tightening family budgets, it’s crucial that tenants are made aware of the support that is available to them.

“Having delivered high-impact communications campaigns for a number of not-for-profit organisations including women’s economic development charity Chwarae Teg and the British Association of Adoption and Fostering, we are honoured to have the opportunity to work with Community Housing Cymru on this crucial phase of the ‘Your Benefits Are Changing’ campaign.”