Routes is an interactive social campaign which highlights the difficulty in trying to find a home. Using Google Maps as a channel, it demonstrates how many versions of home exist by inviting potential homeowners and renters to chart their journey through the housing market. The information provided by answering a short survey generates a unique map and a simple set of directions. Participants can 'share' their results on Twitter to show people in similar positions that they are not alone. The map and its information 'key' will then be sent as direct mail to help recipients get home.
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