Across the country, communities are working to end homelessness and address housing challenges by shifting policy to transform systems. In order to do that and achieve housing justice, strong political and public will must be built. However, gaining support requires compelling and values-based messaging to make the case. We have heard over and over that we need to “shift the narrative.” But, what does that really mean and what messages work?
Below are resources, past and current research projects, and programming focused on homelessness and housing messaging that can help guide funders as they look to implement narrative and messaging campaigns in the community to build both political and public will to end housing insecurity.
Funders Together Resources
Webinars and Guides
2021 Funders Institute Plenary: Narrative Change Research: What is it Telling Us?
Webinar Recording: Housing and Homelessness Narrative Change: From Research to Action
How to Frame Homelessness Messaging
Narrative Change and Messaging Research Resources
ASO Communications
From It to I to Us: A Language Analysis of Discourse on Housing
No Place Like Home: Cognitive Elicitation Interviews on Housing
Center for Media & Social Impact
Chan Zuckerberg Initiative Housing Narrative Research
CZI Housing Narrative Research Overview
Housing Narrative Change Guide
The California Dream Communications Toolkit
Community Change
Frameworks Institute
Talking About Poverty: Narratives, Counter-Narratives, and Telling Effective Stories
Funders Together San Diego
Effective Messaging Strategies for Housing as a Solution to Homelessness
Housing Justice Narrative Initiative
Housing Justice Narrative Initiative website
Housing Narrative Lab
Public Opinion Research on Homeless Messaging
Messaging Guide for Communicating about Homelessness
Framing/Messaging Guidance: Housing/Asylum-seekers and migrants
Invisible People
What America Believes About Homelessness
What America Believes About Homelessness: Barriers to Progress
PolicyLink
Housing Justice Narrative Toolkit
Progressive Playbook
Sierra Club
Sum of Us
TheCaseMade
How Do Fish See Water? Building Public Will to Advance Inclusive Communities
Making the Case for Systems Change: Tackling the Issues of Gentrification & Displacement
Who Gets to Live Where, and Why? The Answer May Be Settled By Our Narratives
"You Don't Have to Live Here" Why Housing Messages Are Backfiring and 10 Things We Can Do About It
How Our Narratives About Ending Homelessness Are Backfiring
University of Southern California
We Make the Future
Guide to Messaging Our Freedoms
Race and Class Narrative Example Language
Race and Class Narrative Checklist