PROGRESSIVE — OPEN THE HOUSE
Turning First-Generation Homeownership From Dream to Reality
Purpose Campaign & Community Activation
Timeline: 2023 – 2025
The Challenge
The American dream has a front door — and for too many people, nobody ever handed them the key. Not because they didn't want it. Not because they didn't work for it. But because the road to homeownership is complicated, confusing, and far too often, walked alone. No map. No mentor. No one in your corner explaining the difference between a down payment and a closing cost, or what equity actually means for your family's future.
Progressive saw the gap — and decided to build a bridge.
What We Did
We built a 16-member Purpose Alliance — national leaders, community organizations, and trusted voices who already had the trust of the communities that needed this most. Then we took the show on the road. Ten major events. Essence Fest. The NAACP. The National Urban League. L'Attitude. The US Hispanic Chamber of Commerce. Everywhere people gathered, we showed up — with real information, real energy, and a real message: homeownership is yours to claim.
We created Recipe for Homeownership — a content series built on one powerful idea: people listen to people they trust. Twelve trusted messengers brought the message to life — Common, Adrienne Bailon-Houghton, Vivian Tu, Black Thought of The Roots, Caleb Simpson, Rocsi Diaz, Angela Yee, Brett Gray, Naturi Naughton-Lewis, MC Lyte, Dr. Lynn Richardson, and Kym Whitley.
Experts and icons, side by side, making financial literacy feel less like homework and more like a conversation with someone who genuinely wants you to win.
We launched the UpPayment grant program with the National Urban League — because education matters, and so does real, tangible help. We produced a national truck tour that rolled the movement directly into neighborhoods. And we delivered it all through experiential activations, video content, and social media that met people exactly where they were.
This was homeownership edutainment — and it was built for the people who needed it most. Because the house has always been open. We just made sure everyone knew how to walk through the door.
The Results
58M+ social reach, 9M+ social views on “Recipe for Homeownership” content series • 100 families received “UpPayment” grants • 16 Member Purpose Alliance • 10+ Community Activations and Events (Roots Picnic, Bonnaroo, Essence Fest, and National Urban League Convention)
Let's Put Real Dollars Behind Real Impact.
Progressive didn't just talk about homeownership. They funded it. If your brand is ready to beyond awareness and into action, let's talk.