For many first-time buyers (especially in Latino communities) homeownership can feel more like a dream than a real possibility. Awareness of Fannie Mae’s tools was low, so working with the team at Barú, we set out to change that. Our campaign introduced HomeView, a free educational platform, with a voice that felt familiar: warm, encouraging, and empowering. This wasn’t about pushing product, it was about shifting perspective. We reminded people that the first step to owning a home isn’t paperwork, it’s believing you can.