making change happen. engagement conference, 22 october 2015
TRANSCRIPT
1Friday, 06 November 2015
Until there’s a home for everyone
Making change happenJon QuinnHead of Campaigns
@quinntysential
What do you see as the most important issues
facing Britain today?
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Economy
Unemployment
Immigration
Crime
NHS
Inflation
Education
Housing
Defence
Poverty
2010 - housing wasn’t a top issue
The backlog in housing supply is getting worse by the day
...and the crisis is getting deeper
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Pri
ces (
£)
New
bu
ild
s
Private Enterprise new build Housing Associations new build Local Authorities new build Prices
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
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
A change of approach post 2010
ShelterPublic
Decision
makers Plus...
Economic case and manifesto-ready policy
Target cross party influencers
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
• 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
Entry point
Frame the problem
Motivator
Who’s responsible
Define the Choice
Solution
Developing a narrative
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
Belief and behaviour change model
Used co-creation to create campaign
collateral
Shifting audience behaviour
16Friday, 06 November 2015
Until there’s a home for everyone
So, what did it look like
Building more homes campaign 2012-15
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
Practicalities
Narrative - Blue Rubicon
Creative executions - Leagas Delaney
Media buyers – MGOMD, Clear Channel
Everything else in-house
Significant pro-bono & corporate support
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
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
25Friday, 06 November 2015
Until there’s a home for everyone
Making change happen
Jon Quinn
@quinntysential
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