Everybody is entitled to a warm home, right?

Since the summer of 2024, communication agency The Crew and the Social Heating Fund have joined forces to increase the visibility of this Belgian federal support mechanism, while modernising its visual identity and rolling out a dynamic content strategy. Let’s have a look at this partnership that combines creativity and social endeavours, with very promising results in the first five months. 

A major social issue

The Social Heating Fund plays a key role in the fight against energy poverty in Belgium. It allows precarious households to obtain financial support for buying heating oil, propane in bulk and/or kerosene. This is an essential aid for many families (especially in winter), but unfortunately, it was not very known to the general public.

A structured digital approach

To increase the visibility of the Social Heating Fund, The Crew set up a tailor-made communication strategy, built around three axes:

1. A detailed editorial calendar, adapted to the seasons, with more content in the colder months, from October to February.
2. Engaging social content in the shape of monthly posts and stories, targeted Google ads to maximise the reach of potential beneficiaries, and a blog post every two months to enrich the website and improve its performance in search results.
3. A high-performance digital ecosystem to maximise the performance of content (including A/B testing) and continuously optimised multichannel campaigns to achieve the best results.