The target is based on the extensive research conducted in 2003 that identified a large group of people who "undecided" on the issue of affordable are housing. The "undecided" are those who are unsure, nervous and concerned about affordable housing, but who feel that the lack of affordable housing is an important problem in their community.

The Housing Illinois communications and outreach campaign ultimately seeks to increase the regionís supply of affordable housing by bolstering support for the issue and minimizing the opposition.

The Housing Illinois campaign seeks especially to benefit the 300,000+ working families in the Chicago region whose incomes are below $56,000 (80% of area median income) and who spend more than 35% of their income on housing. The communications campaign will target metro areas with large numbers of residents who are unsure about the benefits of affordable housing in their communities.