More than 70% of Americans suffer from negative news fatigue, according to a Pew Research Center study. To combat all the news about COVID-19, inflation, and financial struggles, the National Association of REALTORS®’ consumer-facing ad campaign, along with agency partner Havas Chicago, is using stories of 2021 Good Neighbor winners to spread some uplifting cheer this year.
A prominent billboard on Times Square in New York City reads “It’s Time for Some Good News” and includes the REALTOR® logo along with a scroll of positive headlines about 10 Good Neighbor Award honorees. Brand ambassadors were also on the ground handing out copies of a “Good Neighbor News” newspaper. The custom-printed tabloid-sized newspaper highlights the following stat: “99 million hours—that’s the amount of time REALTORS® have spent giving back to their communities this year.” This messaging underscores that REALTORS® volunteer at nearly three times the national average while spotlighting the “That's Who We R” brand messaging.
NAR’s Good Neighbors program, now in its 22nd year, showcases REALTORS® who have done charitable work and made a difference in their communities and beyond. The campaign’s good news messaging featuring the Good Neighbors will run throughout December, and includes social media and digital display ads, as well as 10 custom print ads that ran in each of the 2021 Good Neighbors honorees’ local newspapers.