Client

Greater Vancouver Regional Steering Committee on Homelessness

Challenge

Measurably increase public awareness about the causes and solutions of homelessness on a limited budget.

Strategies

Ethos has been co-ordinating Homelessness Action Week for five years (2006 – 2010).

In each year we developed unique community engagement campaigns – A Dozen Ways, A Dozen Days – A Community Challenge to End Homelessness in 2008 and Speak Up For Affordable Housing in 2009 and 2010. These campaigns generated extensive media coverage. We also created an innovative ‘green graffiti’ campaign that engaged communities throughout BC.

Over the past four years we developed strategic partnerships with business groups, community groups and unions. We implemented a comprehensive media campaign including bus shelter faces, print advertising, opinion editorials, media stories, celebrity radio spots and over $150,000 worth of sponsored TV network time. We used new media strategies including blogging and video to reach new audiences. We created resources including a teacher’s guide, event planning tool kits and election kits for community organizers.

Results

Media monitoring revealed a significant increase in coverage of the issue; community, business and faith groups took action; the number of events for people who are homeless increased and thousands of community volunteers are now mobilized and working on solutions throughout BC and the Yukon.