Turning Hurdles into Hope: How Storytelling Can Unlock Alberta’s Housing Future
At MASH Strategy, we don’t just build campaigns—we build movements.
In our most recent collaboration with BILD Alberta, we stepped into a complex challenge: how do you make housing policy feel urgent, human, and hopeful? The answer: by crafting a powerful story with characters people care about.
Enter the Unlock Housing campaign. Set against the backdrop of Alberta’s growing housing affordability crisis, this narrative-driven campaign reframes a deeply technical issue through an emotionally resonant lens. Heroes are the builders, tradespeople, planners, and policymakers working to solve the problem. The obstacles? The systemic barriers—red tape, outdated zoning, delays—that stand in their way.
Why Storytelling Wins
Data tells. Story sells.
Research shows people are more likely to remember stories than statistics. So, instead of leading with dry policy points, we launched a teaser campaign that introduced these “obstacles” in dramatic, comic book-style visuals—sparking curiosity, conversation, and a sense of shared mission. Our 3PM social drop wasn’t random—it was strategically timed for peak engagement, with suspense and anticipation built right in.
This creative treatment doesn’t just entertain—it educates and motivates. Each post, video, and microsite we create adds depth to the campaign’s storyline and reinforces BILD Alberta’s position as a solutions-focused leader in the housing space.
Seeing Is Believing
This campaign is a perfect example of our “seeing is believing” philosophy at MASH Strategy. With Unlock Housing, we didn’t just tell Albertans what the problem is—we showed them. Through cinematic video shoots, comic-style representations of barriers, real-life hero stories, and interactive microsites, we translated policy into a relatable journey.
The result? Engagement. Advocacy. And a deeper understanding of what it truly takes to build more homes in Alberta.
Our Strategy in Action
From shoot days with 13-person casts to microsite launches on tight timelines, our team thrives under pressure and delivers under deadline. What made this campaign a win wasn’t just creativity—it was execution. Strategic rollouts. Platform-specific content. Narrative consistency. Every tactic had a purpose, every post had a role.
And it worked.
We transformed policy conversations into accessible, engaging content that activates citizens and stakeholders alike.
What’s Next
We’re just getting started. At MASH Strategy, we’re committed to pushing creative boundaries and building campaigns that actually drive results. Whether it’s a grassroots video series, a social-first teaser rollout, or a digital-first narrative strategy, we’re redefining how complex issues get communicated—and solved.
Because when the story is this good, people don’t just listen. They take action.