Messages that lean into shared values
Sample messages with links to images and videos that start from a place of connection through the common values.
Toolkits
Resources
The Housing Narrative Lab develops data-driven and research-based communications tools. Our approach delivers trusted information about housing insecurity and homelessness to advocates, journalists and policymakers. Find our current research below.
The Art of Writing Op-Eds
Eight steps to help you write an effective op-ed to reach your audience and goals, and ultimately build your narrative.
Guides
Swayable Narrative Message Test
The third phase of our national narrative research project tested 30-second video clips to determine framing we can experiment with to mobilize the base, persuade the persuadables and neutralize the opposition.
Research
Messaging Guidance on Homelessness Messaging
Messaging needs to clearly articulate a positive vision of the future we can achieve and contrast bad policies that benefit politicians and corporate developers with those that benefit everyone.
Guides
Public Opinion Research on Homeless Messaging
The initial stage of the narrative and messaging research project identified and probed the status quo narrative of “personal responsibility” and identified values and messaging targets for a new homeless narrative focused on social responsibility and the root causes of homelessness.
Research
Analysis of Tweets about Homelessness and Housing, July 2019-July 2020
Lake Research Partners analyzed Twitter conversations about homelessness and housing among both the general public and reporters covering these issues.
Research
Summaries of Partner Research
Housing Narrative Lab pulled out the highlights from some key research studies from our partners in these short summary documents. See full research reports linked below.
Research
Partner Research and Resources
How Do We Change the Narrative Around Housing?
Housing Justice Narrative Initiative
In-depth public opinion research by Community Change, Policy Link and Race Forward points to ways to intensify support for housing justice policies—and to a few danger spots to avoid.
The California Dream: A New Narrative to Engage Californians on Housing Affordability
Chan Zuckerberg Initiative (CZI)
This white paper outlines research conducted by the Chan Zuckerberg Initiative’s (CZI) Public Opinion and Survey Science research team, in partnership with CZI’s Housing Affordability team, to identify a unifying narrative to shift attitudes and values in support of housing reforms across California.
What America Believes About Homelessness
Invisible People
Comprehensive research on how the public perceives people experiencing homelessness.
“You Don’t Have to Live Here”: Why Housing Messages Are Backfiring and 10 Things We Can Do About It"
Enterprise Community Partners, Inc. and Frame Works Institute
In this paper, Enterprise Community Partners, Inc. and Frame Works Institute lay out the challenges that advocates face and use new research conducted by the FrameWorks Institute to put forward evidence-based messaging recommendations that can be used to advance a strong affordable housing and community development agenda.
Shift The Bay: Seize The Narrative
Housing Association of Northern California (NPH)
In partnership with a diverse range of organizations from all over the Bay Area and spanning multi-industry, issues, and audiences, the Non-Profit Housing Association of Northern California (NPH) is working to advance research-driven and field-practiced strategies, tactics, and messages that will help us seize this powerful moment to drive new narratives for our movement!
Funders Together To End Homelessness San Diego Campaign Strategy
Funders Together To End Homelessness San Diego
A one-year campaign to determine which messaging is most effective conducted by Funders Together to End Homelessness San Diego and Mixte Communications.
Homelessness and Housing Narrative Change and Messaging Resources
Funders Together to End Homelessness
Funders Together to End Homelessness compiled a list of 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.
Barriers to Progress
Invisible People
In this report, Invisible People seeks to delve deeper into the intersections between homelessness, housing, and policing, and explore how people’s perceptions and experiences impact their views about homelessness.
