RE:Frame: Housing basics

Putting it all together to create housing opportunity

Grace Badik, Street RootsMichael Anderson, Center for Community ChangeJanet Byrd, Neighborhood Partnerships

What’s WrongNeeds

Why it MattersValues

What Can be DoneSolutions

What Can be DoneSolutions

Why it MattersValues

What’s WrongNeeds

Talking about Needs:Using Data

Digestible numbers

Relatable image

Good Social Math

Top Oregon Messages2004

• 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

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 should be possible for working people* to afford housing and still have enough money for the basics like groceries, gas and child care

It’s better for society, the environment and families if people can afford to live close to where they work.

Everyone should have the opportunity to live in a safe, healthy affordable home

Top Washington Messages2008 & 2009

* Can insert US military veterans, senior citizens, people with disabilities, and families

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.

• Every child deserves a safe place to call

home

• Hardworking Alabamians 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

Top Alabama Messages

2013

Retirees & people with disabilities on fixed

incomes should be able to pay rent and still be

able to put food on the table

Public Opinion Research

Arkansas

KalamazooMI

Minnesota

Illinois

North Carolina

Pennsylvania

Oregon

California

Washington

Rhode Island

Vermont

Alabama

What We Know

opportunity

reward for work

fairness

responsibility to care for

the less fortunate

security stability

Value frames

that work for

housing

home

The Value of ‘Home’

Connect home to broader issues:

Expanding Frames into

a Cohesive Narrative

Education & childhood

development

Connect home to broader issues:

Expanding Frames into

a Cohesive Narrative

Aging with dignity

and security

Connect home to broader issues:

Expanding Frames into

a Cohesive Narrative

Equal access and

opportunity for

people with

disabilities

Connect home to broader issues:

Expanding Frames into

a Cohesive Narrative

Public health &

community well-

being

What Can be DoneSolutions

Why it MattersValues

What’s WrongNeeds

Portrait

Landscape

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

Ripple Effects

What are all the ways we are all affected?

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