Overview:
In April 2024, De Alba Communications led a high-impact public relations and media campaign to spotlight the groundbreaking of the East 12th Street Affordable Housing Development in Oakland, California. This transformative project will bring 91 units of 100% affordable housing to families earning between 20–60% of the Area Median Income (AMI)—a critical step forward in addressing the Bay Area’s housing crisis.
Situated at the intersection of East 12th Street and 2nd Avenue—next to Lake Merritt and the East Lake neighborhood—the site includes two City of Oakland-owned parcels:
- Parcel 1 (developed by East Bay Asian Local Development Corporation – EBALDC)
- Parcel 2 (led by Satellite Affordable Housing Associates – SAHA)
This project is a partnership between EBALDC, The Unity Council, and Jordan Real Estate Investments, with construction officially underway as of May 2024. The groundbreaking ceremony took place on April 23, 2024, with the attendance of high-profile state and local leaders.
The Challenge:
With just one month to launch the full PR campaign, De Alba Communications had a narrow window to shape the narrative, engage media, and generate visibility. The team moved swiftly—balancing strategy, messaging, and community engagement to ensure the story resonated across multiple platforms and communities.
Results:
Extensive Multicultural Media Coverage
The campaign generated widespread, high-quality coverage in print, broadcast, radio, and digital—across English, Chinese and Spanish-language outlets, reaching thousands of Bay Area residents and stakeholders.
Conclusion:
De Alba Communications successfully transformed a tight one-month timeline into a high-impact, bilingual media campaign that celebrated a major milestone in Oakland’s affordable housing efforts. The result: robust public awareness, strong press turnout, and elevated visibility for our client’s mission of housing equity.