The innovative collaboration sees Derwent Living, East Midlands Housing, Eastern Shires, Metropolitan Housing Trust, Bedfordshire Pilgrims and The Riverside Group, get together to promote affordable housing in the region.
Representatives from each housing association attended, as well as Derby Mayor Councillor Pauline Latham OBE and Derbyshire South MP Mark Todd, who spoke about the Government’s campaign to create more affordable housing.
The advertising campaign was led by Mercian Housing Association, which initiated the idea in the West Midlands.
Derwent Living chief executive John Martin said: "This is a unique initiative among like-minded housing providers in the East Midlands, who decided that it was crucial to get together to spread the message that part-buy, part-rent housing is essential for first time buyers.
"The aim is to highlight the sorts of properties that the six associations have on offer in East Midlands."
East Midlands Housing group chief executive Chan Kataria added: "Newspaper headlines seem to be continually drawing attention to the problems faced by first-time buyers and those on low to moderate incomes as house prices continue to rise.
"Through this campaign, we as housing providers are working together to help promote affordable home ownership schemes to a wide audience."
Kelly Bridges from Eastern Shires said: "I think it’s great to raise awareness of low cost housing and how to access it."
Roy Hinds from bpha said: "We are pleased to have collaborated with these housing associations for such an important campaign and we look forward to helping people on to the property ladder."
The TV advertising campaign, which began on Central TV from September 17, will promote part-buy, part-rent initiatives and encourage viewers to find out more. In the first few days of the campaign, there were more than 15,000 hits to the website – and a 172% increase in the number of application forms requested by people interested in part-buy, part-rent properties.
Jackie Garratt from The Riverside Group said: "Riverside Housing is delighted to be part of this fantastic campaign which will open the door to a significantly wider audience and help people achieve their dream of owning their own home."
Sian Ketley from MHT added: "We are hoping this advertising is going to improve awareness of New Build Home Buy in the Midlands because we still fee a lot of people don't understand part-buy part-rent and what's it's about."