• Team nominated: Communications Team
• Lead organisation: Trivallis

Statement of support

To address the issue of damp and mould, we embarked on a journey to shift the narrative from blame and division to a constructive, tenant-focused dialogue. Using the COM-B behaviour change model, we explored the factors that influence tenants' behaviour regarding damp and mould. By referencing existing research, particularly the decision trade-off model, we engaged tenants in Rhondda Cynon Taff to ensure that the research findings aligned with their lived experiences. This data-driven approach helped us shape our strategy around tenant realities.

From these insights, we co-developed a logic model for change, which prioritised the tenant experience over merely addressing the problem. This model led us to focus on creating opportunities for open dialogue about damp and mould, building awareness, and providing practical skills and knowledge. Our strategy extended beyond communication and actively addressed wider issues that may affect tenants, such as the cost of living, disability, and employment challenges. We worked alongside tenants to ensure they were empowered to take action and maintain their homes.

To strengthen the campaign’s impact, we leveraged a range of partnerships, from local food banks to community centres, to amplify our message and reach. Our resources were made open-source, hosted on a Padlet platform, which allowed other organisations—no matter how small—to access and distribute campaign materials effectively. This collaborative approach ensured that partners could easily engage and support tenants across the region.

Our communication plan focused on three key messages:

1. Keeping your home warm and dry
2. Working together to care for your home
3. Let us know: Report damp and mould early.

These messages reframed damp and mould as manageable issues, promoting quick action and shared responsibility between tenants and our team. We introduced a loveable character to communicate these ideas, drawing inspiration from successful campaigns like Compare the Meerkat and the road safety hedgehog. This creative approach made the topic more accessible and helped tenants engage with a subject that can often feel overwhelming or negative.

Anticipating potential backlash, we crafted a response plan based on three golden rules:

• Be bold in admitting past shortcomings
• Acknowledge tenants’ frustrations
• Offer support.

This transparent approach helped rebuild trust with long-disengaged tenants, enabling us to resolve long-standing damp and mould issues and improve overall relationships.

Media engagement was a key aspect of our strategy. We partnered with a local radio station to host a show discussing our new approach, encouraging tenants to come forward with any issues. This initiative not only expanded our reach but also led to increased reporting of damp and mould cases. Additionally, we gained industry coverage in Inside Housing and have been invited to share our insights at conferences such as the Westminster Housing Conference and the Inside Housing Damp and Mould Conference in Ireland. These opportunities have allowed us to share our approach across the sector.

A key part of our pilot involved distributing "Warm and Well" packs through community settings like food banks and community centres. We observed that the food banks saw higher engagement with these packs, indicating the importance of considering where and how we distribute resources. This insight will help shape future interventions.

By adopting a public health approach to housing, we have transformed our relationship with tenants. Not only have we re-engaged previously disengaged residents, but we have also worked to prevent costly claims by being transparent about the process and compensation for valid cases. We will continue building capacity within our contractor team to meet growing demand and maintain momentum.

Outcomes and achievements

Our campaign to address damp and mould has yielded several significant outcomes, both in terms of tenant engagement and industry recognition. By shifting the conversation to a more positive, solution-based narrative, we successfully re-engaged long-term disengaged tenants. As a result, we resolved numerous cases of damp and mould, improving the living conditions and health outcomes of our tenants.

Through our media partnerships, including a local radio show, we increased reporting of damp and mould cases and reconnected with tenants who had previously not reported issues. We gained coverage in Inside Housing, and our success has led to invitations to present our approach at prestigious conferences, including the Westminster Housing Conference and Inside Housing Damp and Mould Conference in Ireland. This recognition highlights the innovative nature of our strategy and its relevance across the sector.

Our pilot initiative distributing "Warm and Well" packs provided practical support for tenants. The results showed a higher uptake in food banks, giving us valuable insights for future targeting of resources. We have also built strong community partnerships and implemented transparent communication processes, helping us avoid costly claims and ensuring we can maintain dedicated support for damp and mould issues.

• Individual nominated: Ceri Jones
• Lead organisation: Hafod

Statement of support

Our “We’re here for you” campaign has multiple touchpoints tailored to suit our customers’ needs at a specific time. These campaigns include Back to School Essentials, Christmas Kindness, and Warm Winter packs.

The School Essentials Fund initiative was created to address the financial challenges faced by families in our communities due to the increasing cost of living, particularly during back to school season. We understand the financial pressures that parents and guardians experience, and are committed to providing support to our customers and their families. The initiative was launched by our customer engagement team in collaboration with our neighbourhood coaches. This support aimed to alleviate some of the financial strain on parents and guardians, enabling them to better prepare their children for school.

Customers commented: “I would like to say massive thank you. My kids looked amazing today and the vouchers helped. It's a struggle for everyone and I am really grateful.”

“The voucher made a massive difference to me and I’m really grateful for the project.”

Warm Winter Packs offered customers in fuel poverty/crisis a more cost-effective way to heat up their bodies rather than an entire room. This was achieved by offering, hoodies, blankets and hot water bottles that could cost as little as 1.5 pence to boil a kettle but can keep you warm for hours.

A customer commented: “My flat is always cold because I struggle to pay for heating. A blanket and a hot water bottle will make a big difference so that I can enjoy being in my flat, instead of being uncomfortable this winter.”

Christmas Kindness supported our customers to reduce the stress at a very difficult time of year when they had already seen their cost of living commitments rise. The campaign offered customers support with vouchers for food shops, energy and to purchase presents.  We partnered with Hasbro’s Toy donation to enable families to have presents under the tree and supported older children with shopping vouchers.

Customers commented: “I’m so grateful for all your help this week, I’ve slept for the first time in over a month. Me and my children will have a good Christmas because of the help that you have given us. From the bottom of my heart, a big thank you.”

“I never believed in Santa until now, you are our very own Santa Claus, I am so grateful for all of Hafod’s help.”

To kickstart the campaigns, we leveraged the power of collaboration by working closely with our contractors and suppliers through our social value fund, identified external support and utilised our inhouse funding support options. This joint effort allowed us to create a substantial fund that could make a meaningful impact in our communities.

The campaigns successfully demonstrated the effectiveness and efficiency of the introduction of a digital voucher system Prezzee in providing financial support to customers. Alongside significant cost savings and reduced colleague time, the system received positive feedback from participants enabling customers to have the flexibility of selecting how, where and when they use their vouchers.

Feedback from participants, including colleagues and customers highlighted several positive aspects of using this method.

Customer: "I liked that I can choose, and it lasts a while so I can do bits of shopping over the months."

Coach: "I love it, only visiting one site and not having to use my Barclaycard makes things a lot quicker."

The commitment of the Prezzee Business platform to waive associated costs aligns with the social value goals of the campaign and contributes to its overall success. Having access to monitoring tools and dedicated support enhances our ability to deliver exceptional service to colleagues and customers.

Outcomes and achievements

Back to school campaign has reached 520 children over the last two years with a financial commitment of £14,720, supporting 276 families.

Warm Winter Packs supported 26 customers with keeping warm last winter, our inhouse funding commitment was £800. We are looking to duplicate this for this winter, hopefully removing the ‘heat or eat’ option that many customers face.

Christmas Kindness supported 125 customers and provided gifts for 282 children, £800 in food shop vouchers, energy vouchers and financial help to purchase presents, including residents in our Extra Care schemes to gift to their grandchildren.

The ‘We’re here for you’ campaign has:

• Prevented customer debt/borrowing from loan sharks etc
• Made a positive impact on mental health and wellbeing, reducing stress/worry
• Enabled contract sustainment - helping customers stay in their homes
• Supported food/fuel poverty prevention (customers could spend extra on good food/energy knowing we had gifts/uniform covered).

The collaboration between Hafod, our partners and our dedicated team has allowed us to assist families in need, fostering a stronger sense of community and demonstrating our commitment to our “We’re here for you” campaign.

Together, we have demonstrated the positive change that can be achieved through collective effort and compassion.