Yaa Conference Presentation 09 Steph Brennan
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  • 1. Ending homelessness in the Nepean A hearts and mind campaign Stephanie Brennan Convener NCAH, on behalf of homelessness services in Nepean region
  • 2.
    • Why?
      • the problem & the traditional solution
      • motivation
    • What?
      • A new approach
      • Key campaign goals
      • The mapping process
    • How?
      • Changing the culture
      • Selling the message
    A Hearts and Mind Campaign YAA Conference 2009
  • 3.
    • Campaign
    • Movement (n.)
    • crusade, operation, drive, progress, change, development
    • Fight (v.)
    • work, struggle, act, graft, labour, effort, bring about
    A Hearts and Mind Campaign YAA Conference 2009
  • 4.
    • 1. Developing the WHY
      • the problem & the traditional solution
      • motivation
    A Hearts and Mind Campaign YAA Conference 2009
  • 5.
    • The problem:
    • Housing crisis has intensified
    • Homelessness system can not meet the need
    A Hearts and Mind Campaign YAA Conference 2009
  • 6.
    • 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
    A Hearts and Mind Campaign YAA Conference 2009
  • 7.
    • 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)
    A Hearts and Mind Campaign YAA Conference 2009
  • 8.
    • 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
    A Hearts and Mind Campaign YAA Conference 2009
  • 9.
    • 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
    A Hearts and Mind Campaign YAA Conference 2009
  • 10.
    • 2 . Developing the WHAT?
    • Research & advice
    • A new approach
    • Key campaign goals
    • Undertake mapping process
    • Develop the program
    A Hearts and Mind Campaign YAA Conference 2009
  • 11.
    • Research & advice:
    • what’s worked elsewhere?
    • asking for help
    • rigorous methodologies
    A Hearts and Mind Campaign YAA Conference 2009
  • 12.
    • 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
    A Hearts and Mind Campaign YAA Conference 2009
  • 13.
    • 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
    A Hearts and Mind Campaign YAA Conference 2009
  • 14.
    • 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)
    A Hearts and Mind Campaign YAA Conference 2009
  • 15.
    • 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
    A Hearts and Mind Campaign YAA Conference 2009
  • 16.
    • 3. Developing the HOW?
    • Changing the culture
    • Selling the message
    A Hearts and Mind Campaign YAA Conference 2009
  • 17.
    • Changing the Culture:
    • Education
    • One-on-one
    • Targeting influencers
    • Developing champions/ advocates
    • Setting up new structures
    • Opportunities for participation
    A Hearts and Mind Campaign YAA Conference 2009
  • 18.
    • Education:
    • Hold big Forums – White Paper directions, Dr Guy Johnson, Housing 1 st & young people
    • Interagencies as educational opportunities
    • Meetings as educational opportunities
    A Hearts and Mind Campaign YAA Conference 2009
  • 19.
    • 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
    A Hearts and Mind Campaign YAA Conference 2009
  • 20.
    • Target Influencers
    • From your mapping identify key influencers
    • Politicians, community leaders etc
    • create opportunity for one-on-one
    • Ask for their support
    A Hearts and Mind Campaign YAA Conference 2009
  • 21.
    • 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
    A Hearts and Mind Campaign YAA Conference 2009
  • 22.
    • 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
    A Hearts and Mind Campaign YAA Conference 2009
  • 23.
    • 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
    A Hearts and Mind Campaign YAA Conference 2009
  • 24.
    • 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
    A Hearts and Mind Campaign YAA Conference 2009
  • 25.
    • Selling the Message
      • Language
      • Key messages
      • Segmenting your audience
      • Tailoring message – information strategies
      • What you want them to do
      • Gaining support
    A Hearts and Mind Campaign YAA Conference 2009
  • 26.
    • 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
    A Hearts and Mind Campaign YAA Conference 2009
  • 27.
    • 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
    A Hearts and Mind Campaign YAA Conference 2009
  • 28.
    • 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.
    A Hearts and Mind Campaign YAA Conference 2009
  • 29.
    • There is room for every organisation, big or small.
    • We can do it together.
    • We can end homelessness!
    A Hearts and Mind Campaign YAA Conference 2009