The Challenge
Tapestry Community Capital is on a mission to make investing directly in your community the norm. Following CMHC’s Housing Supply Challenge, Tapestry launched a new community bond program that would enable six Canadian affordable housing providers to unlock the financing they need, but there is a low awareness in Canada on what community bonds are and the impact they can have.
The Strategy
In order to build community support and drive investments for Tapestry’s partners: Propolis Housing Cooperative, Places for People, Indwell, Redwood Park Communities, Kensington Market Community Land Trust and Ottawa Community Land Trust, we created a highly localized, cross-platform strategy that would reach as many people as possible. We also worked to ensure that at every point, education about what community bonds were and the impact they can have was pulled through.
The Results & Impact
Within a year of engagement we have achieved:
- 4 affordable housing providers’ campaigns launched
- $8.9 million being raised for active community bonds in the affordable housing space
- 120+ media stories on community bonds (422% growth YOY)
- 30+ social media posts building audience and engagement across Instagram, X and LinkedIn
- +64 million reach across paid and earned media
