Brief: We wanted to focus on the positive aspects of rent stabilization.

Insight: We noticed a lot of people were unaware of which places had rent stabilization in place, as well as the fact that landlords were against it in fear of losing some of their income from it.

Big Idea: We wanted to focus on the positive aspects of rent stabilization, and show landlords how rent stabilization can help them. One of these positive aspects was stability, which we wanted to emphasize in both our headline and tagline.