1Friday, 06 November 2015

Until there’s a home for everyone

Making change happenJon QuinnHead of Campaigns

@quinntysential

About Shelter

What do you see as the most important issues

facing Britain today?

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Economy

Unemployment

Immigration

Crime

NHS

Inflation

Education

Housing

Defence

Poverty

2010 - housing wasn’t a top issue

Move forward to 2015 – it was a top 4 issue

Unaffordability Instability Overcrowding

Why?

The backlog in housing supply is getting worse by the day

...and the crisis is getting deeper

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Pri

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Private Enterprise new build Housing Associations new build Local Authorities new build Prices

Strategy 2012-15

Mission: Until everyone has a home

Goal: Help more people

Strategy: putting our housing crisis back on the

national agenda

Defend the housing

safety net

Fix private renting Build more homes

So how did we move forward?

Insight

What we used to do: 2005-09

Shelter

Decision

makers

Rational policy case

Targeted at ministers

Media work directed at politicians

Had successes, but not game changing

A change of approach post 2010

ShelterPublic

Decision

makers Plus...

Economic case and manifesto-ready policy

Target cross party influencers

Theory of change (short version)

Activity:

Public campaigning; target home-owning families with older children) using the

narrative

Output:

Home owning families recognise the housing

crisis

Outcome:

Home owning families see solving the housing

crisis as politician’s responsibility, housing shortage becomes a

bigger issue

Outcome:

Politicians make commitment to take actions necessary to

get houses built

• West Midlands (June 2012)

• East Midlands (Aug 2012)

• North and Essex (Jan 2013)

• South and Eastern regions (Oct 2013)

• South and West Midlands (Feb 2014)

Insights

• Don’t see politicians as responsible for housing

• Don’t feel problem is the shortage of housing

• Lack of understanding of supply and demand

• Fears for children’s future, in general and re: housing

“

No we don’t need to build any

more homes, just look in the

window of any estate agent

round here – there are loads for

sale”

Mother, Harlow focus group

We went to talk to our audience

Entry point

Frame the problem

Motivator

Who’s responsible

Define the Choice

Solution

Developing a narrative

Entry point Home ownership

Frame the problem

End of home ownership

Motivator Kids’ future

Who’s responsible

Shared responsibility

Define the choice

Discount the alternatives

Solution Build more homes

Developing a narrative

Belief and behaviour change model

Used co-creation to create campaign

collateral

Shifting audience behaviour

16Friday, 06 November 2015

Until there’s a home for everyone

So, what did it look like

Building more homes campaign 2012-15

By 2013, we were ready

Campaign bursts:

• June 2013

• July 2013

• October 2013

• February 2014

• June 2014

• September 2014

• January 2015

• February 2015

• March 2015

• April 2015

Practicalities

Narrative - Blue Rubicon

Creative executions - Leagas Delaney

Media buyers – MGOMD, Clear Channel

Everything else in-house

Significant pro-bono & corporate support

Creative and channels

Supporters

Targets - focus on consumer media

Highlighting impact on parents

Painting picture of homeownership slipping away

both for this generation and the next

Linking throughout to stability/affordability

Ongoing PR

Public affairs and policy strategy

Ran alongside

Invisible to target audience

Shaping the debate

Making the economic case

Engaging with politicians and stakeholders

Solutions report with KPMG – blueprint for

250k homes pa

Evaluation

Housing was a top 4 voter issue

Policy solutions

Polling

Feedback

25Friday, 06 November 2015

Until there’s a home for everyone

Making change happen

Jon Quinn

@quinntysential

Visit the CharityComms website to

view slides from past events, see what

events we have coming up and to

check out what else we do:

www.charitycomms.org.uk

Engagement

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22 October 2015

London

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