Overview
As a long-term partner of GCHA, I’ve supported their resident wellbeing campaigns, with a strong focus on mental health, safety, and prevention initiatives.
Housing comms can slip into blame or fear. We took the opposite route: supportive, step-by-step guidance that shows residents exactly what to do and who to contact, with consistent signposting across channels.
Leanne Donald-Whitney, Director of Operations, GCHA
Rachel has been a reliable and responsive partner for GCHA, always available to handle urgent and time-sensitive communications, even outside of regular hours. Her flexibility and understanding of our regulatory requirements have been crucial in helping us meet deadlines while improving resident engagement across our communication channels. She’s played a key role in ensuring our communications are clear and compliant.
Approach
GCHA wanted to improve resident wellbeing while also reducing the volume of avoidable queries coming into HQ. Campaigns had to strike a balance between sensitivity (domestic abuse, mental health) and practicality (damp, gas, fire safety). Alongside these, GCHA was rolling out a new "Resident Portal"; a digital tool giving tenants ownership of their tenancy and direct access to services.
My role with these campaigns included: strategy, messaging, channel plan, copy, email and SMS builds, printed assets, workshop content, measurement.
01.
Domestic Violence Prevention (with Kent Councils)
Co-created and delivered a multi-channel campaign for Domestic Abuse Awareness Month, offering clear signposting and support without sensationalising the issue.
02.
Mental Health Awareness
Produced content to help residents recognise risks and find trusted resources, building confidence to seek support.
03.
Ongoing Wellbeing Support
Beyond mental health, I’ve also driven preventative campaigns on issues impacting residents’ daily lives, including damp and mould awareness, gas safety, and fire safety. These campaigns gave residents clear, step-by-step actions to prevent issues and reduce emergency call-outs.
04.
Resident Portal Launch
Developed an email and SMS sequence that encouraged residents to register for the new portal. Messaging focused on empowerment (“manage your tenancy, track repairs, and access services anytime”) with clear instructions and consistent follow-up nudges.
Objectives
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Increase uptake of support services and workshop attendance
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Reduce repeat inquiries to HQ for solvable issues
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Improve clarity and trust in GCHA communications
Results
The combined campaigns went beyond awareness, they shifted how residents accessed support and managed their tenancy.
Portal registrations
Higher engagement with support services
Operational impact
Community trust
A significant portion (22%) of residents registered during the first campaign wave, giving them more independence and reducing reliance on HQ calls. This campaign is ongoing and has developed into an onboarding campaign for new residents too.
More residents (increase of 13%) connected with wellbeing partners and accessed mental health and domestic abuse support.
Fewer repeat calls about damp and mould, with clearer processes for gas and fire safety checks.
Campaigns were received as supportive and empowering, reinforcing GCHA’s role as a trusted partner rather than just a landlord.