� Narrative Change.
June 26, 2024
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Recording�This session will be recorded.
Access to slides?�Yes.
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Access notes .
Agenda.
Part 1: General Narrative Change
Part 2: Narrative Change for Johnson v. Grants Pass
� Writing for Power.
Short and concise.
Example.
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The complex and multifaceted nature of the ongoing homelessness crisis demands that we employ a comprehensive and holistic approach that requires collaboration and coordination between various stakeholders, including government agencies, non-profit organizations and community members. |
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We all have a role to play in solving homelessness. |
Don’t repeat opposition messaging.
Example.
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Many people assume that drug addiction and mental health issues are the root causes of homelessness, but in many cases these are actually the result of homelessness. Skyrocketing rents, lack of available units and low-paying jobs are the primary drivers of homelessness. |
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Everybody wants a safe place to call home. But skyrocketing rents, lack of available units and low- paying jobs are forcing some of our neighbors into homelessness. |
� Asset Framing.
Service-
resistant
Refused shelter
Hard to serve
Homeless youth
“You can’t lift people up by putting them down.”
— Trabian Shorters
This is a quote this is the important part of a quote maybe it has $778 numbers for our work. These partners are at the forefront of the conversation and offer instrumental thought leadership.
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Asset framing.
We typically hear or read sentences like:
“The man refused to go to the shelter because of its rules.”
Asset framing would shift it to this:
“The man was devoted to his dog, and wouldn’t abandon her even though it meant they had to stay on the streets because the shelter doesn’t accept pets.”
� Words to Replace and Embrace.
Example.
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Creating programs that make housing affordable. |
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Ensuring everyone can afford a place to live. |
Example.
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We need to END homelessness. |
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We need to SOLVE homelessness. |
Example.
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Everyone, no exceptions. |
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No matter what we look like or where we come from; whether we are white, Black, Native Peoples or newcomer, Latine or Asian. |
Example.
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Low income families. |
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Hard-working families. |
� Engaging online.
Engage online.
…but don’t feed the trolls.
When to respond.
How to respond.
Reminder: No matter what you say and how you say it, you’re unlikely to change their view – but others in your audience will see your response. You are not here to win a debate, but to offer an alternative, to insert your values.
Example.
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Negative Commenter People make their own choices. If they choose to do drugs or become an alcoholic and end up on the streets then tough! People can’t be helped unless they want help. |
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Our Reply Nobody wants to be homeless. For people battling addiction (often caused by the stress of being homeless), having a home is the first step to get their lives back on track, especially when coupled with the support or treatment they need. You can’t get healthy without a place to live. |
Example.
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Negative Commenter People make their own choices. If they choose to do drugs or become an alcoholic and end up on the streets then tough! People can’t be helped unless they want help. |
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Our Reply Nobody wants to be homeless. For people battling addiction (often caused by the stress of being homeless), having a home is the first step to get their lives back on track, especially when coupled with the support or treatment they need. You can’t get healthy without a place to live. |
Example.
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Negative Commenter I hate that there are so many homeless people, but I have no idea what can be done to help them. Whatever they are doing now is obviously not working, or working fast enough, if the population keeps increasing. |
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Our Reply Thank you for your comment and for your concern about our neighbors. We agree that this situation isn’t working for anyone. The good news is that there are solutions. Housing + supportive services, zoning reforms, converting buildings to increase available housing, and more. Homelessness is awful but we can ensure everyone has a home and the support they need to keep it. Here are some resources and ways you can help. |
Example.
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Negative Commenter I hate that there are so many homeless people, but I have no idea what can be done to help them. Whatever they are doing now is obviously not working, or working fast enough, if the population keeps increasing. |
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Our Reply Thank you for your comment and for your concern about our neighbors. We agree that this situation isn’t working for anyone. The good news is that there are solutions. Housing + supportive services, zoning reforms, converting buildings to increase available housing, and more. Homelessness is awful but we can ensure everyone has a home and the support they need to keep it. Here are some resources and ways you can help. |
� Narrative Change and Johnson v. Grants Pass.
Background.
The Housing Narrative Lab, in partnership with the National Homelessness Law Center, conducted national public opinion narrative research to understand what the public thinks about efforts to arrest, fine and ticket people who experience unsheltered homelessness, and identify messaging that builds support for effective, compassionate solutions.
THE GOAL OF THIS PROJECT IS TO:
� Key Findings.
Finding #1.
A significant majority — 72% of people — reject plans to jail, ticket or fine people for sleeping outside if there’s no shelter available.
Three out of five respondents say rent or housing being too expensive for people to afford is a major factor that contributes to people sleeping or living outside.
Finding #2.
It’s important to name the housing and support services you are advocating for. People responded more positively to messaging that includes a specific call to action and solutions.
People recognize homelessness is s big problem, but need to be convinced that housing and compassionate solutions are effective.
Finding #3.
The majority of survey respondents have personal experience with unstable housing (two-thirds) or homelessness (almost 3 in 5) so messages should emphasize the connection between widespread housing instability and homelessness.
Finding #4.
Three out of five people (60%) believe homelessness is caused by economic factors, such as high rents, lack of affordable housing, or jobs that don’t pay enough.
Three years ago when the Housing Narrative Lab conducted national research, less than half (49%) of respondents believed that economic factors caused homelessness.
The Big Shared Narrative.
Everyone needs a safe place to sleep. But homelessness is increasing as too many of us struggle to afford a quality, stable place to live. Public officials should focus on real solutions – access to housing that people can afford and the support services they need to be healthy and stable.
� Top tested messages.
Understanding our audience.
We All Need a Safe Place to Sleep.
“No matter our race, gender, or income we all want to get and keep a roof over our heads.
But homelessness is increasing across the country as more households struggle to make ends meet.
Rent is too expensive, wages are too low, and we have seen decades of failed housing policies.
We should focus on solutions like building more housing options for all income levels, not trying to arrest our way out of homelessness.
Arresting or punishing people experiencing homelessness makes things worse.
The real solution is providing access to housing they can afford and the support services they need to become stable.
Handcuffs do not get anyone closer to housing.”
Personal Story.
“Homelessness was not part of my plan, but after I lost my job, I was evicted and
forced to live on the streets.
This was stressful and taught me that homelessness can happen to anyone.
Thankfully, I wasn’t fined or thrown in jail for trying to survive and sleep in the public park.
Instead, thanks to resources in my community, I received the help I needed to secure stable housing and a permanent job.
The housing programs and support services made available to me helped me get back on my feet.”
Shifting Resources.
“Homelessness can happen to anyone.
Today, more than 600,000 people experience homelessness, including 250,000 who sleep outside with no access to shelter.
Studies show unhoused people have lower life expectancies and are four times more likely to have attempted suicide. Increased housing costs, not enough housing options, mental health crises and financial insecurity all contribute to increased rates of homelessness.
There are proven ways to help and provide people with lifelines – shifting resources to programs that keep housing affordable, ensuring people have access to support services and funding shelters and transitional housing options.”
Top tested messages.
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Messages that worked tended to: Start with shared values like strength, inclusivity and housing as a basic need |
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Messages that fell short tended to: Name problems that seem disconnected from homelessness to many listeners, such as medical debt. |
Top tested messages.
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Messages that worked tended to: Start with shared values like strength, inclusivity and housing as a basic need |
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Messages that fell short tended to: Name problems that seem disconnected from homelessness to many listeners, such as medical debt. |
Top tested messages.
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Messages that worked tended to: Use inclusive language like “no matter our race, gender or income, we all want to get and keep a roof over our head.” |
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Messages that fell short tended to: Name vague solutions such as “create more housing” or “changing local building codes.” |
Top tested messages.
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Messages that worked tended to: Use inclusive language like “no matter our race, gender or income, we all want to get and keep a roof over our head.” |
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Messages that fell short tended to: Name vague solutions such as “create more housing” or “changing local building codes.” |
Top tested messages.
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Messages that worked tended to: Name the problem of homelessness and link it to economic factors such as wages not keeping up with rising rents. |
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Messages that fell short tended to: Talk about “handcuffs” or “punishment” or “crime,” which activates well-established narratives in the U.S. that there must be a “good” reason for people to be in handcuffs or be punished. |
Top tested messages.
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Messages that worked tended to: Name the problem of homelessness and link it to economic factors such as wages not keeping up with rising rents. |
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Messages that fell short tended to: Talk about “handcuffs” or “punishment” or “crime,” which activates well-established narratives in the U.S. that there must be a “good” reason for people to be in handcuffs or be punished. |
Top tested messages.
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Messages that worked tended to: Include clear and tangible solutions to ensure everyone has a safe place to live, and name how ticketing and fining people will only make the problem worse. Focus on solutions that non-experts can easily understand like “build housing that is affordable to people of all income levels. |
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Messages that fell short tended to: Focus on drug use and mental illness as the primary causes for homelessness, advocate for homelessness solutions in the name of protecting property values or highlight violence and crime. |
Top tested messages.
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Messages that worked tended to: Include clear and tangible solutions to ensure everyone has a safe place to live, and name how ticketing and fining people will only make the problem worse. Focus on solutions that non-experts can easily understand like “build housing that is affordable to people of all income levels. |
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Messages that fell short tended to: Focus on drug use and mental illness as the primary causes for homelessness, advocate for homelessness solutions in the name of protecting property values or highlight violence and crime. |
� Audiences.
Audiences.
1 Insiders | 2 Like-minded base | 3 Persuadable |
Community leaders, young college-educated people in progressive pockets, organizers, advocates, service providers and people who work in the housing sector
| People who agree with all or most aspects of your messaging and solutions
| “Movable middle”
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Audiences.
1 Insiders | 2 Like-minded base | 3 Persuadable |
Community leaders, young college-educated people in progressive pockets, organizers, advocates, service providers and people who work in the housing sector
| People who agree with all or most aspects of your messaging and solutions
| “Movable middle”
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Audiences.
1 Insiders | 2 Like-minded base | 3 Persuadable |
Community leaders, young college-educated people in progressive pockets, organizers, advocates, service providers and people who work in the housing sector
| People who agree with all or most aspects of your messaging and solutions
| “Movable middle”
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Audiences.
4 Rural and suburban | 2 Black and Latino | 3 Younger adults |
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| Under 45
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Audiences.
14 Rural and suburban | 5 Black and Latino | 3 Younger adults |
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| Under 45
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Audiences.
4 Rural and suburban | 5 Black and Latino | 6 Younger adults |
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| Under 45
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� Words to replace and embrace.
Audiences.
Replace | Embrace | Why |
Criminalizing | Arresting or ticketing people; Punishing people; Levy thousands of dollars on people; | People have visceral understanding that arrests and tickets have serious consequences. Criminalizing is more vague and theoretical with a third of people confused or unsure of what it means. |
Audiences.
Replace | Embrace | Why |
Criminalizing | Arresting or ticketing people; Punishing people; Levy thousands of dollars on people; | People have visceral understanding that arrests and tickets have serious consequences. Criminalizing is more vague and theoretical with a third of people confused or unsure of what it means. |
Audiences.
Replace | Embrace | Why |
Criminalizing | Arresting or ticketing people; Punishing people; Levy thousands of dollars on people; | People have visceral understanding that arrests and tickets have serious consequences. Criminalizing is more vague and theoretical with a third of people confused or unsure of what it means. |
Audiences.
Replace | Embrace | Why |
…does more harm | …makes things worse | “makes the cycle of harmlessness worse” or “makes things worse” tests better than ”does more harm.” |
Audiences.
Replace | Embrace | Why |
…does more harm | …makes things worse | “makes the cycle of harmlessness worse” or “makes things worse” tests better than ”does more harm.” |
Audiences.
Replace | Embrace | Why |
…does more harm | …makes things worse | “makes the cycle of harmlessness worse” or “makes things worse” tests better than ”does more harm.” |
Audiences.
Replace | Embrace | Why |
In my neighborhood… | In my community… | Because of economic and racial segregation, people are more likely to see the need for solutions in their community than in their specific neighborhood. |
Audiences.
Replace | Embrace | Why |
In my neighborhood… | In my community… | Because of economic and racial segregation, people are more likely to see the need for solutions in their community than in their specific neighborhood. |
Audiences.
Replace | Embrace | Why |
In my neighborhood… | In my community… | Because of economic and racial segregation, people are more likely to see the need for solutions in their community than in their specific neighborhood. |
Audiences.
Replace | Embrace | Why |
Affordable housing | Housing that is affordable for all income levels | Avoids negative stereotypes people have about affordable housing and uses language that explicitly connects housing to economic factors. |
Audiences.
Replace | Embrace | Why |
Affordable housing | Housing that is affordable for all income levels | Avoids negative stereotypes people have about affordable housing and uses language that explicitly connects housing to economic factors. |
Audiences.
Replace | Embrace | Why |
Affordable housing | Housing that is affordable for all income levels | Avoids negative stereotypes people have about affordable housing and uses language that explicitly connects housing to economic factors. |
� Resources.
Resources .
Thank You
1 Pre-work Period | 2 Piloting Workshops | 3 Intensive Action |
Participants organize teams, gather data, identify partners, and assess current capabilities in improvement methods and.
| A total of four 1.5-day workshops in which communities will build partnerships and share improvement methods.
| Communities refine interventions, continue to report progress and gather data on real-time results, and participate in all-site calls.
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