By Catherine Hinrichsen, project director, Seattle University’s Project on Family Homelessness
An emotional video about a blind man begging — “Change Your Words, Change Your World,” with 27 million views on YouTube — is one example of powerful messaging that Dr. Tiffany Manuel shared at a convening of housing communicators July 24 at Seattle University.
The video tells the story of a blind man unsuccessfully begging for change, until a passerby intervenes and shifts his story. “DrT,” as she prefers to be called, asked for our observations on the before/after scenario in the film: What was different about the message that didn’t work, and the one that changed everything ? Our discussion uncovered some of the key elements of successful messaging: A positive approach. Shared experiences. Evoking empathy rather than sympathy. A call to action.
But too often, says DrT, our messages about housing and homelessness backfire. “Our single biggest failure is that we treat it like it’s a technical problem – like we only need more housing,” when in fact there are systemic and adaptive challenges, she said.
Forty-five communicators representing 37 different local housing and homelessness providers, advocacy organizations and funders attended the convening to hear this national expert on building inclusive communities. We also thank Philanthropy Northwest for their partnership on this and recruiting their members. While we hold smaller quarterly convenings with our advocacy partners, we were able to offer this expanded experience through the generosity of Katie Hong of the Raikes Foundation, who had invited DrT to Seattle for a foundation gathering. Continue reading