Finding a Better Frame: How to Create More Effective Messages on Homelessness in the UK

Homelessness remains a critical social problem because of a shortage of affordable housing, the lingering effects of a deep economic recession and government cuts to housing and other social benefits. People are working on programmes, services and policy changes to prevent and reduce homelessness, and moving public thinking is a critical part of social change work. If members of the public recognise homelessness as an important issue and have a more accurate understanding of how the issue works, they will be more likely to support necessary policies and engage in actions that can address, prevent and perhaps someday end homelessness.

But how can communicators talk about homelessness in a way that deepens public understanding, attracts new allies and builds demand for change? How can the third sector use communications to guide media reporting so that it encourages people to think about and support systems-level change and solutions? And, perhaps most critically, how can communicators avoid unintentionally reinforcing unproductive attitudes and negative stereotypes that stymie social change and set the cause back?

Read the full report and recommendations here.

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