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ReFrame: Housing Basics - Neighborhood Partnerships' RE:Conference 2014
- 1. RE:Frame: Housing basics Putting it all together to create housing opportunity Grace Badik, Street Roots Michael Anderson, Center for Community Change Janet Byrd, Neighborhood Partnerships
- 2. What’s Wrong Needs Why it Matters Values What Can be Done Solutions
- 3. What Can be Done Solutions Why it Matters Values What’s Wrong Needs
- 4. Talking about Needs: Using Data Digestible numbers Relatable image Good Social Math
- 8. Top Oregon Messages 2004 • Hardworking people should be able to afford housing and still have enough money for groceries and other basic necessities * • Children deserve an opportunity to succeed in school and life, which is tied to having a stable home • Housing gives people an opportunity to build better lives. To succeed you need a place to call home • Its only fair that everyone has a safe, decent place to live * Support for message equal substituting seniors, people with disabilities or young families
- 9. Top Washington Messages 2008 & 2009 Everyone should have the opportunity to live in a safe, healthy affordable home It should be possible for working people* to afford housing and still have enough money for the basics like groceries, gas and child care Children deserve a chance to succeed in school and in life, which all begins with their families being able to afford a decent place to live It’s better for society, the environment and families if people can afford to live close to where they work. * Can insert US military veterans, senior citizens, people with disabilities, and families
- 10. Top Arkansas Messages 2011 • Every child deserves a safe place to call home • A place to call home offers seniors* an opportunity to live and grow with independence and dignity • Our veterans should have access to safe, affordable housing • Hardworking Arkansans should be able to afford a home and still have enough money for groceries and child care * Can insert people with disabilities into this message.
- 11. Top Alabama Messages 2013 • Every child deserves a safe place to call home • Hardworking Alabamians should be able Retirees & people with disabilities on fixed to pay rent and still be able to put food on the table incomes should be able to pay rent and still be able to put food on the table • The men and women who defend our country deserve to return to a safe and affordable home
- 12. Public Opinion Research Kalamazoo Arkansas MI Minnesota Illinois Vermont Pennsylvania North Carolina Washington Oregon California Rhode Island Alabama
- 13. What We Know opportunity Value frames that work for home security stability housing reward for work fairness responsibility to care for the less fortunate
- 14. The Value of ‘Home’
- 15. Expanding Frames into a Cohesive Narrative Connect home to broader issues: Education & childhood development
- 16. Expanding Frames into a Cohesive Narrative Connect home to broader issues: Aging with dignity and security
- 17. Expanding Frames into a Cohesive Narrative Connect home to broader issues: Equal access and opportunity for people with disabilities
- 18. Expanding Frames into a Cohesive Narrative Connect home to broader issues: Public health & community well-being
- 19. What Can be Done Solutions Why it Matters Values What’s Wrong Needs
- 22. Different Stories > Different Solutions Portraits • Individuals • Events • Private • Appeal to consumers • Better information • Fix the person Landscapes • Issues • Trends • Public • Appeal to citizens • Better Policies • Fix the Condition - Based on work by Iyengar and Gilliam
- 23. Ripple Effects What are all the ways we are all affected?
- 24. Family finds safe & affordable housing Kids stable in school Kids involved in afterschool activities Mom able to go to work consistently Mom’s stress decreases, health improves Referral to SNAP Music Teacher Employer Doctor, Nurse Resident Services Staff Teacher
Editor's Notes
- Data/facts—can only take us so far -Social math = relatable data + strong image
- Coalition for a Livable Future: Regional Equity Atlas Maps of Portland-Metro Area—series of different maps including housing with analysis of findings
- Specific lessons learned from affordable housing communication & public opinion research from Arkansas, Minnesota, Vermont, Illinois, North Carolina, Pennsylvania, Oregon, Washington, California, Rhode Island and national research. People get the concept of home There is a general but latent support for affordable housing among general public; 2010 Zogby Poll (86% said having affordable place to live a priority) Talk about HOME, not housing Other trends Support for programs that help seniors, people with disabilities have strong support Support drops when issue is of citing housing in direct proximity (i.e. NIMBY)
- Child doing homework on dining room table
- Seniors able to stay in the communities in which they have lived and to which they have contributed t
- Stable, secure housing allows people with physical and mental disabilities the chance to thrive
- When people are not forced to move for economic issues, communities are stronger. Parents know each other, and feel safer about their kids playing outside
- A simple way to distinguish news story frames is to think of the difference between a portrait and a landscape. In a news story framed as a portrait, audiences may learn a great deal about an individual or an event, heavy on the drama and emotion. But, it is hard to see what surrounds individuals or what brought them to that moment in time. A landscape story pulls back the lens to take a broader view. It may include people and events, but connects them to the larger social and economic forces. News stories framed as landscapes are more likely to evoke solutions that don’t focus exclusively on individuals, but also the policies and institutions that shape the circumstances around them.