The American public struggles to understand the impact

of Freddie Mac.

 

Working as a consultant on a PR campaign with their in-house

agency, I was tasked with concepting a tagline to help us solve

this problem.

 

The message?

"One mission. 80 million times."

 

It represented Freddie Mac's impact—and every single time they've

made home possible for someone throughout the years. Not only

that, but the message leverages our human instinct to use numbers

as a way of understanding, to fill in those blank spaces in our minds.

​

Something simple, yet powerful.