Framing Toolkit Flashcards
(154 cards)
1
Q
What is framing?
Framing means…
A
Using evidence to make deliberate choices in the words and images we use to tell our stories about homelessness.
2
Q
Framing makes choices about?
A
- what to emphasise
- what to explain
- what to leave unsaid
3
Q
Why do we need to frame homelessness?
A
We need to tell a new story about homelessness so that we can build public and political will to end it. We’re up against certain assumptions that make it harder for people to understand what needs to change.
4
Q
We need to frame so that we can…
A
Tell a new story to build public and political will.
We’re up against certain assumptions (mental shortcuts) that make it harder to understand what needs to change
5
Q
What are the mental shortcuts (heuristics) people have created?
A
• Self-makingness: homelessness happens because individuals make bad choices
• Othering: homelessness affects other people, not people like me. Middle-aged men, young runaways, and abused women
• Homelessness = rough sleeping: the most visible form of homelessness is the only form
• Prevention is missing: homelessness can’t be prevented, people can only be helped at crisis point, through hostels and hot meals
• Fatalism: the system is rigged, or governments are failing. It will never change; it’s just how things are.
Together, these lead people to blame individuals for their circumstances.
To see only individual-level solutions and to deny the possibility of wider, systemic change to end homelessness.
6
Q
Simple changes to avoid ‘Othering’
A
the homeless/homeless people
people facing/experiencing homelessness
rough sleepers
people rough sleeping
the vulnerable
people more exposed to/at higher risk of
them
people
7
Q
Combat fatalism with concrete, proportionate solutions…
A
Homelessness can seem like a problem too big to be solved. We can combat fatalism by talking about t_he things we can do to end homelessness - and explaining how these solutions work_
8
Q
How Can We Frame Homelessness?
A
We can dislodge people’s mental shortcuts on homelessness with a story framed to highlight our shared experience.
This means we:
• Emphasise our fundamental commonality
• Show the varied lived experience of homelessness
• Focus on the role of systems
9
Q
Use values to show why ending homelessness matters
A
We can use values frames to state powerful, unarguable truths about our world. To remind people that we all care about ending homelessness - without lecturing, othering or talking down.
When we frame homelessness as an issue that matters to all of us, we prime our audience to see how they have a role in creating change.
Use moral human rights to emphasise our shared humanity.
10
Q
A simple edit to put ‘moral human rights’ into practice:
A
Reducing street homelessness a ‘matter of urgency’
Reducing street homelessness a ‘matter of urgent human need’
And here is another example in practice:
Crisis used moral human rights to frame its response to homelessness death statistics. Framing with a moral human values frame helps dislodge the idea that homelessness affects ‘other’ people, and drives connection and collective responsibility for action
11
Q
Value of Moral human rights values frame
A
To use this moral human rights values frame:
- Call to mind our shared moral status
- Remind people of what it means to live with dignity
- Emphasise the human needs we have in common
- Talk about moral rights and imperatives - not legal ones
12
Q
Use the value of Moral Human Rights to connect and drive policy support (works)
A
Presenting homeless people as ‘different’ or ‘other’ (watch out for)
13
Q
Using the value of Moral Human Rights to connect and drive policy support works
A
Watch out for presenting homeless people as ‘different’ or ‘other’
14
Q
An example of using moral human rights values
A
“Everyone has the right to be treated with
dignity. Living with dignity means having
access to decent housing. Let’s commit to
protecting this essential human need. Right
now, hundreds of thousands of people in our
country are homeless – forced to sleep on
friends’ sofas and floors, live in crowded or
unsafe places, sleep on buses or in cars or
even stay out on the streets. We can do better.”
15
Q
Examples of moral human rights values
A
Everyone has the right to a safe and stable home
We should treat people like human beings
No-one should be forced to live like this
Everyone has a right to be treated with dignity
As human beings, we all need a home to build a life and thrive
Denying people access to housing is simply inhumane
This is inhumane and wrong
We can do better than this
We can all see the human cost of homelessness
Decent housing is a basic human need
16
Q
Value of Dignity
A
“Everyone has the right to be treated with
dignity. Living with dignity means having
access to decent housing. Let’s commit to
protecting this essential human need. Right
now, hundreds of thousands of people in our
country are homeless – forced to sleep on
friends’ sofas and floors, live in crowded or
unsafe places,sleep onbusesor incars or
even stay out on the streets. We can do better.”
17
Q
Use the value of Interdependence to place the issue of homelessness in a social context.
(works)
A
Leading with the economic and financial cost of homelessness
(watch out for)
18
Q
Interdependence Values Frame - Try these words and phrases:
A
Homelessness hurts us all
If we work together we can…
This is our collective responsibility
Our society is stronger when everyone has a place within it
Making sure everyone has a safe and stable home benefits us all
In society, our lives are connected, we all depend on others for help and support
Our support systems should work for and include everyone in our society
We’ve failed as a society when some of us are struggling
Homelessness takes a heavy toll on our communities
We can decide as a society to…
We all depend on public services for support
We/us/our/everyone/all
19
Q
To use interdependence values frame:
A
- Evoke the day-to-day, real-life interactions with other people that form the basis of our society
- Highlight common social ties, contribution and benefits
- Remind people that we all benefit when our society is stronger - and vice versa
20
Q
Use interdependence to remind
people of the connections between
us all.
A
“What affects one of us affects all of us. When
some people are struggling, it hurts everyone.
Right now, many people are homeless or at risk
of becoming homeless - which makes it much
harder for people to contribute to and share
in our country’s prosperity. Making sure that
everyone has safe, stable housing benefits
us all, creating a _stronger, more productive
society_ where everyone can play their part”
21
Q
A simple edit to put ‘interdependence’ into practice:
A
Rising homelessness crisis ‘will be felt for generations’
Rising homelessness crisis ‘hurts us all’
22
Q
Use metaphor
to explain how
poverty and
homelessness work
A
We can use metaphor to explain why
homelessness happens in _systemic,
straightforward, and concrete terms_.
Use constant pressure to explain
how people can be pushed into
homelessness.
Get creative and think about _different
forms of pressure_ and different ways
you could express it to help people
visualise and feel what it’s like to be
forced into homelessness.
23
Q
Explain the causes of homelessness by using the Constant Pressure metaphor
(works)
A
Talking about the choices people make which lead to homelessness
(watch out for)
24
Q
What is a metaphor?
A
A figure of speech in which a word or phrase is applied to an object or action to which it is not literally applicable.
A thing regarded as representative or symbolic of something else.
A metaphor is a figure of speech that, for rhetorical effect, directly refers to one thing by mentioning another. It may provide clarity or identify hidden similarities between two ideas. Metaphors are often compared with other types of figurative language, such as antithesis, hyperbole, metonymy and simile.
25
**_To use metaphor..._**
Call to mind an external force that -
* Is **_constant_**
* Is **_cumulative_**, building up over time
* Could be **_lessened upstream_** or further down, with the right support
26
**To use _metaphor_ call to mind an _external force_ that...**
**• Acts on people in _ways we can’t control_**
**• _Limits our options_ and opportunities**
**• _We could be set free from_ with the right support**
**Think about different forms of constraint and different ways you**
**could express it:**
27
Example of using **_metaphor_**
“Poverty puts **_pressure_** on people - it’s **_constant_** and **_strong._**
If the **_pressure builds up,_** people can be **_pushed_** into homelessness.
We can **_relieve the pressure_** on people’s lives by creating **_affordable housing_** and **_helping people_** get **_good, stable jobs_**.
We can help people **_withstand_** this pressure by **_strengthening_** our **_social welfare system._**”
28
**Use metaphor _restricts and restrains_ to show
how poverty makes it harder to avoid
_being pushed_ into homelessness...**
**“Our economy is _locking_ people in poverty. _Low
paid, unstable jobs_ mean more and more families
_can’t put food on the table_ or _afford rising rents_. With
the economy _driving up_ the cost of living, many are
caught in a _daily struggle_ to make ends meet, unable
to think about a different future. Truly affordable
housing is essential for _breaking poverty’s grip._”**
29
**Try these _metaphor_ words and phrases...**
People in poverty are **_pushed to the brink_** by high rents and low wages
The **_pressure of hostel life built up_**
A **_sudden increase in pressure_** - like losing work - **_can force_** people into homelessness
Government can **_release the pressure by..._**
Lets give people the **_breathing room_** they need
30
**_Metaphor words and phrases..._**
**Felt suffocated
Carrying a heavy load on your shoulders
Like a pressure cooker
A pressure gauge on red
A tension headache
Pushed to the edge
Squeezed by a vice
The walls closing in**
31
**A simple edit to put _metaphor_ into practice...**
**Private renting now _'unaffordable'_ and low-income tenants 'at risk of homelessness or poverty'**
**_'Constant pressure'_ of high rents puts low-income tenants on the brink of homelessness and poverty**
32
**Think about different forms of _constraint_ and different ways you could express it:**
Try these words and phrases:
* **Our economy _locks_ people in poverty**
* **Benefits help _release_ people from constraints and opens options**
* **Feeling _held down_**
* **Too many people are _trapped_ in this system**
* **_Hands tied_ behind your back**
* **In the _grip of..._**
* **Feeling _trapped by..._**
33
**Place individual _stories in context_ to show _systems at work..._**
**We can _add context_ to _individual
stories_ to show how _systems_ can
_help or harm_. To make sure that our
stories aren’t dismissed as exceptional,
or the result of an individual’s poor
choices. And to _explain why ending
homelessness requires us to fix
systems and conditions_ - not people**.
34
**Find different ways to _repeat_ and _re-imagine_ this 'big idea' across all communications including fundraising appeals**
(works)
**Solely deploying depictions of _rough sleeping_ and a _dire tone_ to cultivate a sense of urgency in fundraising**
(watch out for)
35
**Telling a wide range of _stories_ about the different lived experiences of homelessness works**
**Watch out for only tapping into people's _existing mental picture_ of homelessness i.e. rough sleeping**
36
**We can _add context_ to _individual
stories_ to show how _systems can
help or harm_. To make sure that our
stories aren’t dismissed as exceptional,
or the result of an _individual’s poor
choices_. And _to explain why ending
homelessness requires us to fix
systems and conditions_- not people.**
**“Like many _single mums_ I could only work
part-time, when my daughter was at school.
The _cost of childcare_ keeps rising - there’s
no way I could afford it on my salary.
Then my daughter _got sick_. I needed to
_stay home_ to look after her, and my boss
was no help. She _fired_ me. With last year’s
_rent increase,_ my finances were already _on
the brink_ as it was. Expenses and stresses
and bills just _built up and up_. We should
have had _more support_ from the _benefits_
system - but with the switch to Universal
Credit, there’s a five week delay until your
first payment. _Everyone_ is _struggling_ here.**”
37
**Bringing context into interview questions**
**Exploring _circumstances and the factors leading to homelessness..._**
**What was going on in your daily life at the time?**
**What challenges were you facing?**
**What pressures did you feel you were under at the time?**
**What options did you feel were open to you? Or closed to you at the time?**
**What support did you have around you in this situation?**
**If you didn’t have support, what support did you need or do you think would have helped at the time?**
**Did you try and get help from anyone? (For example, your local council, healthcare). What happened?**
**Have you experienced the ‘x’ system? (for example benefits, housing system)**
**What was your experience like?**
**You managed to achieve ‘x’ (for example, complete training/ work or find temporary accommodation), what support helped you at the time?**
**You managed to achieve ‘x’, what were you up against/ what things do you feel were working against you at the time? How did it feel having these pushing against you?**
38
**A few _phrases that bring in context.._.**
**Like a lot of [working parents / people with health problems etc**
**This support system should be for everyone who needs it...**
**So many people are affected by this...**
**[problem] is widespread**
**I had support from...**
**Not everyone has access to this support**
**The benefits system should have been there to...**
**This affects/affected more than just me**
**My options were taken away/given back when...**
**I didn't have any options...**
**In my community...**
In [place], everyone is struggling to make ends meet
39
**Sealing the story by directing people to _concrete solutions_ works**
**Watch out for telling stories and delivering messages _without a clear solution_ or _policy ask_**
40
**We can _expand the definition_ of
homelessness by telling _different
kinds of stories_ from _lived experience._
Stories about _sofa-surfing, living in
cars, insecure housing_ - and not just
rough sleeping...**
**“Scott had _high rent_ and a _low-paying, zero-hours contract job_. When he _got ill,_ Scott was _pushed into_ homelessness. Now, he’s sleeping on _sofas and floors_. People _welcome him_ in for a _few nights,_ only to tell him that he’ll have to _find somewhere else_ to go. His _health continues to crumble_ and there’s _nothing he can do about it_. Scott’s story shows us _what happens when our society leaves people at risk of homelessness_. There are _people like Scott all over the country_ right now who _need our help._”**
41
**_Stats don’t speak for themselves._
We can help people make sense
of facts and figures by _putting them
in context; with values, interdependence, metaphor
and systems stories..._**
**“If we want to treat all people with _dignity_ and _humanity,_ we need to
make sure everyone can afford a safe and stable home. And yet more than 170,000 families and individuals are homeless in Britain today - _a wrong that must be put right._
We need to create more _affordable housing_, help people get _good, stable jobs_ to pay for this housing, and _strengthen the social welfare system_ so we all have the support we need to face tough times.”**
42
**Tell a wider range of _stories_ to expand peoples understanding of homelessness...**
**We can _expand_ the definition of
homelessness by telling _different
kinds of stories_ from _lived experience_.
Stories about _sofa-surfing, living in
cars, insecure housing_- and not just
rough sleeping.**
43
**_What works_ when framing homelessness...**
Use the value of **_Moral Human Rights_** to connect and drive policy support.
Use the value of **_Interdependence_** to place the issue of homelessness in a social context.
Explain the causes of homelessness by using the **_Constant Pressure_** metaphor.
Tell a wide range of **_stories_** about the different lived experiences of homelessness.
Show people's lives **_in context_**, connecting them with how our society functions.
**_Seal the story_** by directing people to **_concrete solutions._**
Find different ways to **_repeat_** and **_re-imagine_** this 'big idea' across all communications including fundraising appeals.
Focus on the **_connection_** between us as human beings and the **_moral rights_** we share.
44
**What works, and what to watch out for when framing homelessness...**
**Certain words and ideas work better than others when talking about homelessness. We need to _keep using these words and ideas to tell our stories - and avoid the ones that cause harm_.**
45
**Look at your work through a framing lens. When you start on a piece of communications, ask yourself these _checklist questions_ to plan and check your work:**
* What are the **_harmful mental shortcuts_** I want to avoid?
* What is **_missing from public thinking_** that I need to bring through?
* Which **_values frame_** will I use up front to say why this is important?
* How can I use the **_pressure metaphor_** to explain what’s going on and bring solutions into the picture?
* How can I make sure **_systems and structures_** play an active part in this story, as both **_causes and solutions_**?
46
**Place _individual stories in context_ to show _systems at work..._**
**Ashley's story**: _'Homeless people have become commodities now'_
Luckily, I've still got my HGV licence and have finally managed to find a driving job, so now I can get out of the system, but being here you start to realise that bridge just doesn't exist for most people. I wouldn't be able to afford my own place without a permanent job'
**Thomas & Ruth:** _Searching for safety with no local connection_
'We stayed in a couple of B&Bs when we first got here while we tried to register for housing benefit, but that was two months ago now and we've just been bounced from one place to another ever since'
**Adam's story:** _Working full-time and still homeless_
I stayed on a friend's sofa at first, but you quickly end up feeling like a burden to people. I didn't want to overstay my welcome, and I still had that bit of pride that I could do things on my own, so I moved into a B&B, just so I had a roof over my head'
47
**Use _constant pressure_ and _moral human rights_ to combat fatalism...**
**“The way our immigration system is designed can have the _unintended_ and _inhumane_ consequence of _pushing_ people into homelessness, and blocking efforts to resolve homelessness when it happens. We can _redesign_ the _immigration_ and _welfare systems_ to treat everyone like a _human being_ and provide access to support with housing when people are in need.”**
48
**Tips for _bringing context into interviews..._**
**If you are _interviewing_ someone about
their experience of homelessness,
try using questions like these to draw
out the _circumstances, external
factors, and structures and systems
at play_ into the story**:
49
**What to watch out for when framing homelessness...**
Presenting homeless people as **_'different'_** or **_'other'._**
Leading with the **_economic and financial cost_** of homelessness.
Talking about the **_choices_** people make which lead to homelessness.
Only tapping into people's **_existing mental picture_** of homelessness i.e. rough sleeping.
Treating and talking about people as **_'those'_** that need help.
Solely deploying depictions of **_rough sleeping_** and a **_dire tone_** to cultivate a sense of urgency in fundraising.
Suggesting that we are all only a **_few pay days_** away from homelessness.
50
**Focus on the _connection_ between us as human beings and the _moral rights_ we share**
(works)
**Suggesting that we are all only a _few pay days_ away from homelessness**
(watch out for)
51
**Help people see what your facts and stats mean...**
**Stats don’t speak for themselves.
We can help people make sense
of facts and figures by _putting them
in context; with values, metaphor, interdependence
and systems stories._**
52
**Bring****ing context into interviews:**
## Footnote
**Experience of homelessness...**
**What do you want people to know about homelessness?**
**Does this affect other people you know? Do you think it is widespread?**
**Why do you think that is?**
**How does it affect people you know?**
**Some people tell us this feels like being under constant pressure. What do you think about that?**
**What support do you think people should have to help them?**
**What do you think needs to change to prevent this happening to people?**
**What do you think needs to happen to end homelessness?**
**There is some research which tells us that most people think we have a moral right to have a safe home. What do you think about that?**
**Have you ever thought about having a safe home as a moral human right?**
53
**To end homelessness for good...**
A **powerful new story must replace old notions of poor choices and inevitability.** Working together, we can tell a **new story** about homelessness in the United Kingdom. One that **builds public understanding an support for change.** One that **drives political will** for **action**.
54
Show people's lives in context, **_connecting_** them with how our society functions
(works)
Treating and talking about people as **_'those'_** that need help
(watch out for)
55
**Moral human rights values can be used to...**
**...connect and drive policy support (works)**
56
**How can we c****ombat fatalism?**
**We can combat fatalism by talking about the things we can do to end homelessness - and explaining how these solutions work**
57
**Combat fatalism with...**
**...concrete, proportionate solutions**.
58
**Frameworks Institute research is based on...**
**...interviews with more than 10,000 people.**
59
**To end homelessness for good...**
**...a powerful, new story must replace old notions of poor choices and inevitability.**
60
**Framing makes choices about...**
**...what to _emphasize_**
**...what to _explain_**
**...what to leave _unsaid_**
61
**Framing poverty...**
**...it's not right that in a classroom of 30, on average, 9 children would be living in poverty (JRF).**
62
**A new story needs to be built so that we can...**
**...build public and political will.**
63
**Mental shortcuts include...**
**...self-makingness**
**...othering**
**...prevention is missing**
**...homelessness = rough sleeping**
**...fatalism**
64
**Mental shortcuts (heuristics) lead to...**
**..._blaming individuals_ for their circumstances**
**...seeing only _individual-led_ solutions**
**..._denying the possibility of wider, systemic change_ to end homelessness.**
65
**Self-****makingness...**
**...homelessness happens because individuals make _bad choices_**
66
**Othering**
**...homelessness affects other people (not people like me)**
* **middle-aged men**
* **young runaways**
* **abused women**
67
**We can frame homelessness by...**
**...dislodging people's mental shortcuts with a story framed to highlight our shared experience.**
**This means we:**
**...emphasize our fundamental commonality**
**...show the varied lived experience**
**...focus on the role of systems**
68
**Frame homelessness to...**
**...emphasize our fundamental commonality**
**...show the varied lived experience**
**...focus on the role of systems**
69
**Use values frames to...**
**...state powerful, unarguable truths about our world.**
70
**Values remind people that...**
**...we all care about ending homelessness (without lecturing, othering or talking down).**
71
**When we frame homelessness as an issue that matters to us all...**
**...we prime our audience to see how they have a role in creating change.**
72
**Use values to...**
**...****why ending homelessness matters**
## Footnote
**(moral human rights, interdependence, dignity, metaphors, stories)**
73
**Moral human rights values can be used to...**
**...emphasise our shared humanity**
74
**Dignity values example...**
**“Everyone has the right to be treated with
dignity. Living with dignity means having
access to decent housing. Let’s commit to
protecting this essential human need. Right
now, hundreds of thousands of people in our
country are homeless – forced to sleep on
friends’ sofas and floors, live in crowded or
unsafe places, sleep on buses or in cars or
even stay out on the streets. We can do better.”**
75
**To use moral human rights values frame call to mind...**
**...our shared moral status**
**...remind people of what it's like to live with dignity**
**...emphasise the human needs we have in common**
**...talk about moral human rights values and imperatives (not legal ones)**
76
**Moral human rights values include...**
**...the right to a safe + stable home**
**...treating people like human beings**
**...as human beings, we all need a home to build a live and thrive**
**...the right to be treated with dignity**
**...no-one being forced to...**
**...denying people access to housing is inhumane and wrong**
**...decent housing is a basic human need**
**...we can all see the human cost of homelessness**
**...we can do better than this**
77
**A simple edit to put moral human rights values into practice...**
**reducing street homelessness is a 'matter of urgency'**
**reducing street homelessness is a 'matter of urgent human need'.**
78
**Crisis used moral human rights values effectively to...**
**...frame its response to homelessness death statistics (44/42)**
79
**Framing with a moral human values frame helps to...**
**...dislodge the idea that homelessness affects ‘other’ people, and drives connection and collective responsibility for action**
80
**Framing with a moral human values frames helps to...**
**...dislodge the idea that homelessness affects 'other' people.**
81
**Framing with a moral human rights value frame helps to...**
**...drive connection and collective responsibility for action.**
82
**Interdependence is used to...**
**...****remind people of the connections between all of us.**
83
**Interdependence can be described by saying...**
**...homelessness hurts us all**
**...if we work together we can...**
**...this is our collective responsiblity**
**...our society is stronger when everyone has a place within it**
**...making sure everyone has a safe** **+ stable home benefits us all**
**...in society, our lives our connected, we all depend on others for help and support**
**...our support systems should work for and include everyone in our society**
**...we've failed as a society when some of us are struggling**
**...homelesness takes a heavy toll on our communities**
**...we can decide as a society to...**
**...we all depend on public services for support...**
**...we/us/our/everyone/all**
84
**Avoid : the homeless/homeless people (othering)**
**Embrace : people facing/experiencing homelessness**
85
**Avoid : rough sleepers (othering)**
**Embrace : people who are sleeping rough**
86
**Avoid : the vulnerable**
**Embrace : people more exposed to/at higher risk of...**
87
**Avoid : them/****those**
**Embrace : people**
88
**Metaphor can be used to...**
**...explain how poverty and homelessness work.**
89
**We can use metaphor to...**
**...explain why homelessness happens in systemic, straightforward and concrete terms.**
90
**Constant pressure metapho**r **can be used to...**
**...expla****in how people can be pushed into homelessness.**
91
**Different forms of pressure and different ways can be used to...**
**...help people visualise and feel what it's like to be forced into homelessness.**
92
**Constant pressure script:**
**“Poverty puts pressure on people - it’s constant and**
**strong. If the pressure builds up, people can be**
**pushed into homelessness. We can relieve the pressure**
**on people’s lives by creating affordable housing and**
**helping people get good, stable jobs. And we can**
**help people withstand this pressure by strengthening**
**our social welfare system.”**
93
**When using the constant pressure metaphor call to mind something that is...**
**...constant**
**...cumulative**
**...can be lessened upstream (or further down) with the right support**
94
**When using the constant pressure metaphor, try these words and phrases...**
**...felt suffocated**
**...carrying a heavy load on your shoulders**
**...like a pressure cooker**
**...a pressure guage on red**
**...a tension headache**
**...pushed to the edge**
**...squeezed by a vice**
**...the walls closing in**
95
**Metaphor/constant pressure words and phrases:**
**People in poverty are pushed to the brink by high rents and low wages
The pressure of hostel life built up
A sudden increase in pressure - like losing work - can force people into homelessness
Government can release the pressure by...
Lets give people the breathing room they need**
96
**Use restricts and restrains metaphors to show...**
**...how poverty makes it harder to avoid being pushed into homelessness.**
97
**Restricts and restrains script...**
**“Our economy is locking people in poverty. Low
paid, unstable jobs mean more and more families
can’t put food on the table or afford rising rents. With
the economy driving up the cost of living, many are
caught in a daily struggle to make ends meet, unable
to think about a different future. Truly affordable
housing is essential for breaking poverty’s grip.”**
98
**To use metaphor, call to mind an external force that is...**
**...constant**
**...cumulative**
**can be lessened upstream (or further down) with the rights support**
99
**To use metaphor, call to mind an external force that...**
**...acts on people in ways we can't control**
**...limits our options and opportunities**
**...we could be set free from with the right support.**
**Think about different forms of constraint and different ways you could express it.**
100
**Metaphor/restri****cts and restraints words and phrases**
_Our economy locks people in poverty
Benefits help release people from constraints and opens options
Feeling held down
Too many people are trapped in this system
Hands tied behind your back
In the grip of...
Feeling trapped by..._
101
**Tell a wider range of stories to...**
**...expand people's understanding of homelessness.**
102
**How can we expand the definition of homelessness...?**
**...by telling different kinds of stories from live experience. Stories about sofa-surfing, living in cars, living in cars, insecure housing (not just rough sleeping).**
103
**Lived-experience story...**
**“Scott had high rent and a low-paying, zero-hours contract job. When he got ill, Scott was pushed into homelessness. Now, he’s sleeping on sofas and floors. People welcome him in for a few nights, only to tell him that he’ll have to find somewhere else to go. His health continues to crumble and there’s nothing he can do about it. Scott’s story show us what happens when our society leaves people at risk of homelessness. There are people like Scott all over the country right now who need our help.”**
104
**We can we show systems at work by...**
**...placing individual stories in context.**
105
**How can we place individual stories in context to show systems at work...?**
**We can add context to individual
stories to show how systems can
help or harm, to make sure that our
stories aren’t dismissed as exceptional,
or the result of an individual’s poor
choices and to explain why ending
homelessness requires us to fix
systems and conditions - not people.**
106
**Ending homelessness requires us to...**
**...fix systems and conditions - not people**
107
**Adding context to individual stories script...**
(bring it to life so that people can relate to it)
**“Like many single mums I could only work
part-time, when my daughter was at school.
The cost of childcare keeps rising - there’s
no way I could afford it on my salary.
Then my daughter got sick. I needed to
stay home to look after her, and my boss
was no help. She fired me. With last year’s
rent increase, my finances were already on
the brink as it was. Expenses and stresses
and bills just built up and up. We should
have had more support from the benefits
system - but with the switch to Universal
Credit, there’s a five week delay until your
first payment. Everyone is struggling here.”**
108
**Three examples of individual stories in context...**
**Ashley's story: 'Homeless people have become commodities now'
'Luckily, I've still got my HGV licence and have finally managed to find a driving job, so now I can get out of the system, but being here you start to realise that bridge just doesn't exist for most people. I wouldn't be able to afford my own place without a permanent job'
Thomas & Ruth: Searching for safety with no local connection
'We stayed in a couple of B&Bs when we first got here while we tried to register for housing benefit, but that was two months ago now and we've just been bounced from one place to another ever since'
Adam's story: Working full-time and still homeless
I stayed on a friend's sofa at first, but you quickly end up feeling like a burden to people. I didn't want to overstay my welcome, and I still had that bit of pride that I could do things on my own, so I moved into a B&B, just so I had a roof over my head'**
109
**Ashley's Story (individual story in context)**
**"Homeless people have become commodities now."**
**'Luckily, I've still got my HGV licence and have finally managed to find a driving job, so now I can get out of the system, but being here you start to realise that bridge just doesn't exist for most people. I wouldn't be able to afford my own place without a permanent job'**
110
**Thomas and Ruth's Story (ind****ividual story with context)**
**Searching for safety with no local connection**
**'We stayed in a couple of B&Bs when we first got here while we tried to register for housing benefit, but that was two months ago now and we've just been bounced from one place to another ever since'**
111
**Adam's Story (individual story with context)**
**Working full-time and still homeless**
**'I stayed on a friend's sofa at first, but you quickly end up feeling like a burden to people. I didn't want to overstay my welcome, and I still had that bit of pride that I could do things on my own, so I moved into a B&B, just so I had a roof over my head'**
112
**Phrases with context examples...**
**Like a lot of [working parents / people with health problems etc
This support system should be for everyone who needs it...
So many people are affected by this...
[problem] is widespread
...cut down on my options
...restricted my options
I had support from...
Not everyone has acess to this support
The benefits system should have been there to...
This affects/affected more than just me
My options were taken away/given back when...
I didn't have any options...
In my community...
In [place], everyone is struggling to make ends meet**
113
**Tips for bringing context into interviews...**
**Stats don’t speak for themselves.
We can help people make sense
of facts and figures by putting them
in context; with values, metaphor
and systems stories.**
114
**Help people make sense of facts and figures by putting them in context; with values, metaphor and systems stories. (Stats don't speak for themselves).**
**“If we want to treat all people with dignity and humanity, we need to make sure everyone can afford a safe and stable home. And yet more than 170,000 families and individuals are homeless in Britain today - a wrong that must be put right.
We need to create more affordable housing, help people get good, stable jobs to pay for this housing, and strengthen the social welfare system so we all have the support we need to face tough times.”**
115
**Put statistics in context (with values, metaphors and system stories)**
**“If we want to treat all people with dignity and humanity, we need to make sure everyone can afford a safe and stable home. And yet more than 170,000 families and individuals are homeless in Britain today - a wrong that must be put right.
We need to create more affordable housing, help people get good, stable jobs to pay for this housing, and strengthen the social welfare system so we all have the support we need to face tough times.”**
116
**Use concrete, proportionate solutions to combat fatalism...**
**Homelessness can seem like a problem too big to be solved. We can combat fatalism by talking about the things we can do to end homelessness - and explaining how these solutions work**
117
**Combat fatalism by using concrete, proportionate solutions...**
**Homelessness can seem like a problem too big to be solved. We can combat fatalism by talking about the things we can do to end homelessness - and explaining how these solutions work.**
118
**Explain how solutions work (with moral human rights and constant pressure)**
**“The way our immigration system is
designed can have the unintended and
inhumane consequence of pushing
people into homelessness, and blocking
efforts to resolve homelessness when
it happens. We can redesign the
immigration and welfare systems to
treat everyone like a human being
and provide access to support with
housing when people are in need.”**
119
**W****hat works and what to watch out for...**
**Certain words and ideas work better
than others when talking about
homelessness. We need to keep
using these words and ideas to tell
our stories - and avoid the ones that
cause harm.**
120
**What works and what to watch out for...**
**What works:
What to watch out for:
Use the value of Moral Human Rights to connect and drive policy support
Presenting homeless people as 'different' or 'other'
Use the value of Interdependence to place the issue of homelessness in a social context
Leading with the economic and financial cost of homelessness
Explain the causes of homelessness by using the Constant Pressure metaphor
Talking about the choices people make which lead to homelessness
Tell a wide range of stories about the different lived experiences of homelessness
Only tapping into people's existing mental picture of homelessness i.e. rough sleeping
Show people's lives in context, connecting them with how our society functions
Treating and talking about people as 'those' that need help
Seal the story by directing people to concrete solutions
Telling stories and delivering messages without a clear solution or policy ask
Find different ways to repeat and re-imagine this 'big idea' across all communications including fundraising appeals
Solely deploying depictions of rough sleeping and a dire tone to cultivate a sense of urgency in fundraising
Focus on the connection between us as human beings and the moral rights we share
Suggesting that we are all only a few pay days away from homelessness**
121
**Using the value of Moral Human Rights to connect and drive policy support (works)**
**Watch out for presenting homeless people as 'different' or 'other'.**
122
**Using the value of Interdependence to place the issue of homelessness in a social context works
Leading with the economic and financial cost of homelessness**
**Watch out for leading with the economic and financial cost of homelessness**
123
124
**Explaining the causes of homelessness by using the Constant Pressure metaphor works**
**Watch out for talking about the choices people make which lead to homelessness**
125
**Telling a wide range of stories about the different lived experiences of homelessness works**
**Watch out for only tapping into people's existing mental picture of homelessness (i**.**e rough sleeping)**
126
**Show people's lives in context, connecting them with how our society functions works.**
**Watch out for treating and talking about people as 'those' that need help**
127
**Sealing the story by directing people to concrete solutions works**
**Watch out for telling stories and delivering messages without a clear solution or policy ask**
128
**Finding different ways to repeat and re-imagine this 'big idea' across all communications including fundraising appeals works**
**Watch out for solely deploying depictions of rough sleeping and a dire tone to cultivate a sense of urgency in fundraising**
129
**Focusing on the connection between us as human beings and the moral rights we share works**
**Watch out for suggesting that we are all only a few pay days away from homelessness**
130
**FRAMING CHECKLIST:**
## Footnote
**What are the harmful mental shortcuts I want to avoid?**
**Self-makingness**
**Othering**
**Homelessness = rough sleeping**
**Prevention is missing**
**Fatalism**
**What is missing from public thinking that I need to bring through?**
**Our shared experience**
**Fundamental commonality**
**Varied lived experience**
**Role of systems**
**Which values frame will I use up front to say why this is important?**
**Moral human rights**
**Interdependence**
**How can I use the pressure metaphor to explain what's going on and bring solutions into the picture?**
**How can I make sure systems and structures play an active part in this story, as both causes and solutions?**
**Mental health, health practitioners**
131
**(CL) What are the harmful mental shortcuts I want to avoid...?**
**1) Self-makingness**
**2) Othering**
**3) Prevention is missing**
**4) Homelessness = rough sleeping**
**5) Fatalism**
132
**What is missing from public thinking that I need to bring through?**
**1) Our shared experience**
**2) Fundamental commonality**
**3) Varied lived experience**
**4) Role of systems**
133
**Which values frame will I use up front to say why this is important?**
**1) Moral hum****an rights**
## Footnote
**2) Interdependence**
134
**How can I use the pressure metaphor to explain what's going on and bring solutions into the picture?**
135
**How can I make sure systems and structures play an active part in this story, as both causes and solutions?**
**E.g. mental health**
**health practioners**
136
**Homelessness can seem like a problem too big to be solved.**
**We can combat fatalism by talking about the things we can do to end homelessness - and explaining how these solutions work**
137
**We can combat fatalism by talking about the things we can do to end homelessness - and explaining how these solutions work**
138
**Use constant pressure (metaphor) to explain
how people can be...**
**...pushed into
homelessness**
139
**People can be pushed into homelessness by...**
**Constant pressure** (metaphor)
140
**Use metaphor to explain why homelessness happens in systemic,
straightforward, and concrete terms.
Use constant pressure to explain how people can be pushed into
homelessness.**
**Talk in ways that help people
visualise and feel what it’s like to be
forced into homelessness.**
141
**When combating fatalism...**
**...talk about the things we can do to end homelessness - and explain how these solutions work**
142
**Place the issue of homelessness into a social context by...**
**...using an interdependence value**
143
**We can use moral human rights to emphasise our...**
**...shared humanity.**
144
**Reducing street homelessness is...**
| (moral human rights)
**...a matter of urgency.**
**...a matter of urgent human need.**
145
**When homelessness seems like a problem too big to be solved, we can...**
**...combat fatalism by talking about the things we can do to end homelessness - and explaining how these solutions work**
146
**We can add context to individual
stories to show...**
**...how systems can
help or harm. To make sure that our
stories aren’t dismissed as exceptional,
or the result of an individual’s poor
choices and to explain why ending
homelessness requires us to fix
systems and conditions - not people.**
147
**We can add context to individual stories to show...**
**...how systems can help or harm.**
148
**To expand people's understanding of homelessness...**
**...tell a wider range of stories.**
149
**We can expand the definition of homelessness by...**
**...telling different kinds of stories from lived experience.**
**Stories about sofa-surfing, living in**
**cars, insecure housing - and not just**
**rough sleeping.**
150
**Stories of lived-experience include...**
**...stories about sofa-surfing, living in**
**cars, insecure housing - and not just**
**rough sleeping.**
151
**Scott's story of lived experience...**
**“Scott had high rent and a low-paying, zero-hours contract job. When he got ill, Scott was pushed into homelessness. Now, he’s sleeping on sofas and floors. People welcome him in for a few nights, only to tell him that he’ll have to find somewhere else to go. His health continues to crumble and there’s nothing he**
**can do about it. Scott’s story shows us what happens when our society leaves people at risk of homelessness. There are people like Scott all over the country right now who need our help.”**
152
153
**Tell a wider range of stories to...**
**...expand people's understanding of homelessness**
154
**We can expand the definition of
homelessness by telling different
kinds of stories from lived experience.
Stories about sofa-surfing, living in
cars, insecure housing - and not just
rough sleeping.
Like this:..**
**...Stories about sofa-surfing, living in
cars, insecure housing - and not just
rough sleeping.
Like this:
“Scott had high rent and a low-paying, zero-hours contract job. When he got ill, Scott was pushed into homelessness. Now, he’s sleeping on sofas and floors. People welcome him in for a few nights, only to tell him that he’ll have to find somewhere else to go. His health continues to crumble and there’s nothing he
can do about it. Scott’s story shows us what happens when our society leaves people at risk of homelessness. There are people like Scott all over the country right now who need our help.”**
