The Housing Matters campaign reduced the stigma around permanent supportive housing, which is often misunderstood and mistaken as homeless shelters. Cook + Schmid developed a two-pronged strategy: a region-wide public education campaign and targeted community outreach for areas with planned supportive housing developments. The campaign developed branding and a mass media strategy, including TV, radio, print, and digital ads. Other tactics included popups, social media, and an interactive booth. Conducted in both Spanish and English, the campaign significantly increased public awareness and understanding of supportive housing, with awareness nearly doubling and accurate descriptions tripling. The campaign garnered more than 49.5 million impressions.