Jon Quinn, head of campaigns, Shelter 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

1. 1Friday, 06 November 2015
Until there’s a home for everyone
Making change happen
Jon Quinn
Head of Campaigns
@quinntysential

2. About Shelter

3. What do you see as the most important issues
facing Britain today?
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Economy
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Housing
Defence
Poverty
2010 - housing wasn’t a top issue

4. Move forward to 2015 – it was a top 4 issue

5. Unaffordability Instability Overcrowding
Why?

6. The backlog in housing supply is getting worse by the day
...and the crisis is getting deeper
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Prices(£)
Newbuilds
Private Enterprise new build Housing Associations new build Local Authorities new build Prices

7. 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

8. So how did we move forward?
Insight

9. 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

10. A change of approach post 2010
Shelter
Public
Decision
makers Plus...
Economic case and
manifesto-ready policy
Target cross party
influencers

11. 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

12. • 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

13. Entry point
Frame the
problem
Motivator
Who’s
responsible
Define the
Choice
Solution
Developing a narrative

14. 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

15. Belief and behaviour
change model
Used co-creation to
create campaign
collateral
Shifting audience behaviour

16. 16Friday, 06 November 2015
Until there’s a home for everyone
So, what did it look like
Building more homes campaign 2012-15

17. 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

18. Practicalities
 Narrative - Blue Rubicon
 Creative executions - Leagas Delaney
 Media buyers – MGOMD, Clear Channel
 Everything else in-house
 Significant pro-bono & corporate support

19. Creative and channels

21. Supporters

22.  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

23. 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

24. Evaluation
 Housing was a top 4 voter issue
 Policy solutions
 Polling
 Feedback

25. 25Friday, 06 November 2015
Until there’s a home for everyone
Making change happen
Jon Quinn
@quinntysential

26. 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

27. Engagement
conference
Conference
22 October 2015
London
#CCengagement
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