Advocates in the United Kingdom are working to create a society in which homelessness is rare and short-lived. But to achieve that goal, they must first change how the public thinks about the issue. Homelessness is caused by a wide range of factors, but the public puts the blame largely on individuals. Building a fuller and more accurate public understanding of homelessness will help advocates build support for policies and programs that can address this pressing social issue.
With that goal in mind, the FrameWorks Institute partnered with Crisis, a leading nonprofit organization in the United Kingdom, to study the British public’s attitudes and beliefs about homelessness and how it is framed in advocacy and media materials. This research is the first phase in a multi-year project designed to help advocates working to prevent and address homelessness communicate in ways that can shift public understanding of the issue and build support for systemic solutions.
Finding a Better Frame: How to Create More Effective Messages on Homelessness in the United Kingdom (2017) This report explores public thinking about homelessness in the United Kingdom and documents how the issue is framed in advocacy and media materials. It offers advocates an initial framing strategy to help expand public understanding of homelessness and build public will for solutions.