Abhaile is a government iniative to help homeowners find a resolution to home mortgage arrears. It provides vouchers for free financial and legal advice and help from experts, which are available through MABS.The marketing campaign would encourage people to call the MABS helpline number to avail of this service.The launch campaign consisted of a nationwide outdoor poster campaign featuring four types of people who have come through the mortgage arrears process. The campaign was further supported by a radio campaign featuring urban and rural people in real life situations. The campaign used digital platforms such as The Journal and Facebook to reinforce the message.
The most recent campaigns focussed on creating video content featuring court mentors and PIPS that explained to people in mortgage arrears the resolution process. This was supported by a new radio campaign, digital and outdoor using the theme “Struggling with your Home Mortgage arrears?”.