RHODE ISLAND COALITION TO END HOMELESSNESS
PASSing homelessness legislation with storytelling.
We worked with the Rhode Island Coalition to End Homelessness to create a targeted, compelling campaign that helped pass legislation to change the fate of chronically homeless people across the state.
challenge
The Coalition saw the great potential in a Pay for Success program to help chronically homeless people get a new start in life while saving taxpayer money. But first, they needed to find a way to communicate this complex solution and get everyone on board, from grassroots constituents to the decision-makers and influencers at the top.
INSIGHTS
A brand is a promise kept, and this approach applies to social and political movements too. We were able to use our brand strategy process to develop RICH’s communication, simplifying and sharpening their messaging for greater buy-in with the audiences that can make the change they seek.
OUTCOME
We worked with the Coalition to identify key audiences and design a communication strategy that focused on building relationships. Through a well-developed strategy, they were able to educate, build relationships, and empower their audiences to successfully pass this legislation in summer 2021.
01 / RELATIONSHIP STRATEGY
Finding the Right Message for the Right Audience
To move the needle on political change, you have to figure out who the changemakers are. First, we identified who the Coalition needed to talk to — decision-makers and influencers with voting power and grassroots constituents willing to champion the idea. Then we used our strategy process to map the audience experience from initial awareness to enthusiastic buy-in. This was a solid start to creating diverse tools that get the message out and keep it going.
02 / RELATIONSHIP BUILDING
Rallying Support to Create Real Change
The desire for change is real, but the inner workings of government are complex. Ambitious legislation needs clear, simplified communication to get everyone on board, from budget-conscious legislators to passionate communities. We designed our plan to make consistent noise, create grassroots opportunities, and network influencers and constituents. We designed tools to help RICH’s team find the best language for each audience and strategized a five-month online communication schedule to keep their cause top of mind.
In the end, these efforts paid off. In the summer of 2021, the Rhode Island government approved a 5-year pilot program that will create Permanent Supportive Housing for 125 chronically homeless Rhode Islanders, an empowering step to building a new life for themselves.
SERVICES RENDERED
Audience Persona Development
Relationship Journey Mapping
Communications Strategy
Graphic Design
PROJECT TEAM
Tino Chow / Strategy
Mike Mitchell / Strategy
Jason Lee / Graphic Design
Mike Valdes / Project Producer