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

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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

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Campaign

Movement (n.)

crusade, operation, drive, progress, change, development

Fight (v.)

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


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


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The problem:

a. Housing crisis has intensified

b. Homelessness system can not meet the need


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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


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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)


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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


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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


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


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


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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


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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


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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)


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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


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


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


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

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


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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


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


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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


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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


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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


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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


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


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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


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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


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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.


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There is room for every organisation, big or small.

We can do it together.

We can end homelessness!


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yaa conference presentation 09 steph brennan

Business

mind campaign yaa conference

campaign movement

housing crisis

nepean champions

affordable housing subgroups

mapping process

key messages

key points