The folks that brought us such iconic ad campaigns as Rosie the Riveter, Smokey the Bear and the Crash Test Dummies are tackling another historic national effort: mortgage modification. The Ad Council is teaming with the Kaplan Thaler Group, a New York advertising agency, to spread the word about the federal Home Affordable Modification Program, or HAMP. Established in 2009 as part of a multipronged effort to resolve the subprime mortgage crisis, HAMP helps qualifying homeowners avoid foreclosure by helping to adjust their mortgage payments.
The new series of public service announcements will reach more than 33,000 media outlets in television, radio, print, web and out-of-home sources (think giant billboards portraying happy homeowners). The ads will feature homeowners who've had their homes saved by participating in HAMP. It's no crime-fighting bloodhound, but the campaign might take a bite out the foreclosure problem. Judge for yourself at the HAMP PSA homepage.