yaa conference presentation 09 steph brennan

Ending homelessness in the NepeanA hearts and mind campaign

Stephanie BrennanConvener NCAH,on behalf of homelessnessservices in Nepean region

1. Why? the problem & the traditional solution motivation

2. What? A new approach Key campaign goals The mapping process

3. How? Changing the culture Selling the message

A Hearts and Mind CampaignYAA Conference 2009

Campaign

Movement (n.)

crusade, operation, drive, progress, change, development

Fight (v.)

work, struggle, act, graft, labour, effort, bring about

1. Developing the WHY the problem & the traditional solution motivation

The problem:

a. Housing crisis has intensified

b. Homelessness system can not meet the need

Housing crisis has intensified: Mortgagee repossessions Lack of affordable housing Private rental vacancies at all-time low Public housing stock diminished Low-income individuals/ families squeezed

Homelessness system can’t meet the need: Crisis /transitional housing accommodation full Exit housing logjam Temporary Accommodation - band aid solution, what then? We can’t provide long-term intensive support to those

needing it (eg those with ‘high/ complex-needs’, young people, those

dealing with trauma, chronically homeless)

The traditional solution: Build more shelters and hostels Fund more/better crisis or short-term accommodation Fund more & more Temporary Accommodation places Fund more soup kitchens & meal programs…..

These don’t provide a permanent solution on their own

Developing motivation I don’t want to be part of the problem anymore… I want to put everything I have into working with others to

end homelessness

…….the WHY part of developing the campaign

2. Developing the WHAT? Research & advice A new approach Key campaign goals Undertake mapping process Develop the program

Research & advice: what’s worked elsewhere? asking for help rigorous methodologies

A new approach: A Housing First rather than a Housing Ready approach

Permanent supportive housing to chronically homeless Support to keep individuals/ families becoming homeless

Develop a 10 yr plan to end homelessness Coordinate the resources of the whole service system

Key campaign goals A radical transformation of the Nepean homelessness

system to develop a Housing First response to homelessness

The establishment of a Regional Task Force whose purpose is to develop a 10 yr plan to end homelessness

Undertake Mapping process Map the service system (all stakeholders if possible) Map the key players(pollies, community leaders, organisations) Map past & present homelessness activities (eg Council

reports, Affordable Housing sub-groups, fund-raising by Lions & Rotary)

Develop the program Nepean Wentworth Supportive Housing by 2012 Project 40 first stage as demonstration Project 40 Blue Mountains start-up Sept 09 (4 Corners) Use successful NYHS pilot as model Wentworth Community Housing provides 150 properties SAAP & other services realign current resources Develop business case for funding

3. Developing the HOW? Changing the culture Selling the message

Changing the Culture: Education One-on-one Targeting influencers Developing champions/ advocates Setting up new structures Opportunities for participation

Education: Hold big Forums – White Paper directions, Dr Guy

Johnson, Housing 1st & young people Interagencies as educational opportunities Meetings as educational opportunities

One on One Develop key points with triggers connecting you to your

motivation listen and take on board concerns Seek other’s ideas – they could be better! Ask them to be your ally

Target Influencers From your mapping identify key influencers Politicians, community leaders etc create opportunity for one-on-one Ask for their support

Develop Champions Identify key structures from your mapping process Develop individuals within those structures as

champions or advocates Give them task of targeting others one-on-one and

delivering key messages to groups Develop ‘groups’ of champions responsible for helping

to change culture

Nepean Champions My exec (esp Steph & Kerry) – support & advice to me Lee & Adrian from NYHS – showing what worked 3 SAAP Managers Blue Mountains – get Project 40 up Deb – Nepean DoCS – help overcome DoCS concerns Ryn & Vesna – BM & Penrith–get Council support Nick – Wentworth Comm Housing – negotiations Richard Eastmead – Good Guys – business on board Sue & Vicki – Marist YC – auspicing project support Specific local politicians – agreed to be advocates

Opportunities for participation Set up new structures for delivery of new program Ensure action-based Ensure opportunities for participation for all

stakeholders Use new and existing structures to formalise

opportunities for widespread participation

New Nepean structures Consortium of over 35 homelessness organisations NCAH interim management team Project 40 BM Steering Group Project 40 BM Coordination Group Regional Taskforce on Homelessness

Selling the Message Language Key messages Segmenting your audience Tailoring message – information strategies What you want them to do Gaining support

Language & key messages language – simple, connected to strong feeling Key messages – change over time Eg our homelessness system isn’t working, the

housing market has failed ..to..It is possible to end homelessness by working together on a 10 year plan

Targeted Information strategies Info Sheets to de-mystify issues in clear language Generic info widely available through website Reinforce key messages in each resource Targeted Info – eg MOU for Taskforce appropriate

format for government, Council Briefing notes for politicians Terms of Reference etc appropriate for new structures Include actions readers can participate in

The radical change required to end homelessness needs to capture everyone’s hearts and minds.

It requires a crusade, labour, effort, drive

(a campaign) to bring this about.

In the Nepean we’re aiming to bring everyone with us.

There is room for every organisation, big or small.

We can do it together.

We can end homelessness!

yaa conference presentation 09 steph brennan

mind campaign yaa conference

campaign movement

housing crisis

nepean champions

affordable housing subgroups

mapping process

key messages

key points

Business

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