Project management, media relations, copywriting
No Homeless Veterans
The goal of phase one was to reach local authorities, and to encourage them to identify veterans and ensure they got the support they’re entitled to. For this phase, we commissioned the design and delivery of a campaign website and a range of marketing materials. We also devised a media campaign with several ‘spikes’, based on analysis of data, expert comment and case study stories, which resulted in print, online and broadcast coverage in national, trade and regional outlets.
This phase reached every local authority in England. Many were briefed face-to-face or online, and toolkits were distributed to all. The campaign was well received by housing teams, many of whom committed to adjusting their services so that homeless veterans are identified as quickly as possible and signposted to the best possible support.
A second phase of the campaign was developed once it became clear that Covid and the cost of living crisis were causing a rise in the number of veterans in need of support. New partners were brought on board – Homeless Link and the National Housing Federation – to extend reach. We were reappointed to help Stoll project manage the campaign. A new toolkit was produced, with tailored versions for England, Wales and Scotland, and for local authorities, housing associations and supported housing providers. After a House of Lords launch, several training webinars were run and campaign representatives spoke at various conferences and events, providing information and practical guidance and advice.
As well as project management, we again delivered a media campaign, building on new insights we sourced from within the sector, veterans’ stories and thought leadership pieces. For the latter stages of the campaign, we also took on content creation for the website and handled Twitter and LinkedIn activity, creating a range of visual assets and copy. And we commissioned and wrote a series of blogs from campaign partners and supporters.
The campaign generated extensive media coverage and engagement on social media, and hundreds of organisations were provided with information about how to identify and support veterans. But in addition, there was cross-party support for the campaign. It is now included in the latest Statutory Guidance on the Armed Forces Covenant Duty, with links to the campaign resources and toolkits. And during the final phase of the campaign Government restated its commitment to end veterans’ homelessness, with new funding for supported housing and a bespoke homelessness pathway.
