When Bath Housing Authority’s Comfortably Home program reached its 10th anniversary, Bath Housing turned to Broadreach to design a campaign that would not only celebrate the milestone but generate momentum for it as a proven model for aging in place in Maine. Comfortably Home helps older adults be able to safely live longer in their homes by making small repairs and accessibility improvements, and it is the model on which Maine’s statewide Community Aging in Place program was created.
Together, Bath Housing and Broadreach combined program data, compelling participant stories, legislative sentiments and strategic communications to get the attention of state and local policymakers and demonstrate the high impact of low-cost home repairs and improvements. Tactics included opinion-editorials in the Portland Press Herald, feature story pitches, a legislative sentiment read before the Maine Legislature, a special anniversary newsletter, a participant video testimonial, and direct outreach with centers of influence.
The campaign helped to position Bath Housing as an innovative organization and thought leader, increased awareness of the program among prospective applicants, reinforced the policy case for Comfortably Home and CAIP, and contributed to a major funding legislative funding decision. In April 2026, Maine’s supplemental budget included $2 million in additional funding for CAIP, reflecting the work of many stakeholders.