Forbearance has been a nice break for borrowers, but it won’t last forever. Understanding the hesitancy to resume payments, my team and I developed a digital campaign around the concept of "no reason to hide". The end of forbearance isn’t the past coming to haunt you — with Citizens, it’s an opportunity to get closer to your debt-free dreams.
We created various pre-deadline assets that were around the idea of hiding. Followed by post deadline assets that turned into coming out of hiding and having confidence.
We created various pre-deadline assets that were around the idea of hiding. Followed by post deadline assets that turned into coming out of hiding and having confidence.
Pre-deadline of campaign
![](https://cdn.myportfolio.com/ee3b23539c0ca966181363ec8dc4cd64/fa813bca-84a0-4e1e-bba0-24f0ee38e122_rw_1920.jpg?h=195abc9290c5c8413c768dcc8ff3fc84)
![](https://cdn.myportfolio.com/ee3b23539c0ca966181363ec8dc4cd64/121ff9bd-82e2-4647-a4ba-7f36a5fe9614_rw_1920.jpg?h=e7a8b5e9e8dbaaf3570a474e7f306680)
![](https://cdn.myportfolio.com/ee3b23539c0ca966181363ec8dc4cd64/038385b7-b7d9-479a-beb6-1f0aec57818b_rw_1920.jpg?h=1610255e2ba2f780f8c8738b16da13e3)
![](https://cdn.myportfolio.com/ee3b23539c0ca966181363ec8dc4cd64/f4976732-101f-4977-88e2-caabcf42f0aa_rw_1920.jpg?h=da294cd8e80777d92e73002d56fd9424)
![](https://cdn.myportfolio.com/ee3b23539c0ca966181363ec8dc4cd64/9173dad6-5635-4848-b39d-669d71c1c9b8_rw_1920.jpg?h=e788288cc89592f75faccbe5884c74b6)
Post deadline of campaign
![](https://cdn.myportfolio.com/ee3b23539c0ca966181363ec8dc4cd64/be534c62-674e-4a8a-85ac-612300e45182_rw_1920.jpg?h=e5487ce1a3facfac3065eccdf4752304)
![](https://cdn.myportfolio.com/ee3b23539c0ca966181363ec8dc4cd64/6105cc6a-916d-46e8-bd39-ac8d441937c8_rw_1920.jpg?h=e98f910a5e284121ec06bdbf27ebef48)
![](https://cdn.myportfolio.com/ee3b23539c0ca966181363ec8dc4cd64/25d1c525-0f3c-40b8-a898-5ed068c55a1b_rw_1920.jpg?h=cd5b4550bb5fc6e1f25276fb5baa5ffa)
![](https://cdn.myportfolio.com/ee3b23539c0ca966181363ec8dc4cd64/82a4e10c-f24b-46fc-9c90-a4719aff1510_rw_1920.jpg?h=dd47456ab0b1cda4e9cc55ebfdb97bc8)
Copywriter: Casey Nealon