What was seen:
Within a country with a strong tradition or organizing, the National Association of Realtors (NAR) is America’s largest trade organization, clocking in at almost two million members. For decades, the organization has used this position to fight for expanding housing access and defending property rights.
Though NAR’s work to promote fair housing predates it, a 2019 Newsday exposé created a renewed spite in interest in housing discrimination among real estate agents. To rebuild trust with would-be American homeowners and help drive social change across the country, Realtors needed to prove that even though the problem is bigger than them, the solutions aren’t.
What was hidden:
We blind ourselves to what we fear we cannot change: 60% of realtors themselves said they haven’t seen discrimination firsthand, and even more of denied its existence, despite reporting showing that discrimination ranges from 19% for Asian-Americans to 49% against black Americans.
What was unlocked:
NAR’s reputation didn’t need a corporate image ad—it needed a commitment to action. The organization used ad space to hold its own members accountable, double-down on its commitment, and facilitate the process of reporting housing discrimination violations to HUD. “Because this ad won’t end discrimination in real estate—people will.”
