RIVERSIDE COUNTY DEPARTMENT OF PUBLIC SOCIAL SERVICES - HOMELESS PUBLIC EDUCATION CAMPAIGN

In 2008, Cook & Schmid was retained by the Riverside County’s Department of Public and Social Services (DPSS) to conduct a public education campaign about homelessness and to direct those in need to the 211 hotline or a new county Web site.

Based on the agency’s research and successful past work in the area of homelessness, Cook & Schmid concluded that a campaign must challenge preconceived notions of homelessness in order to generate support from the community, raise awareness and compassion, and induce behavior change.

According to DPSS figures, more than 4,500 people sleep on the streets on any given night in Riverside County. Many factors contribute to homelessness.  Mental and physical ailments, substance abuse and lack of basic skills are commonly known reasons for chronic homelessness. More recently, however, other factors, ranging from the economy to home foreclosures and domestic abuse, are leading to episodic homelessness.

In addition, large percentages of the homeless now include families with children, the elderly and veterans. This new face of homelessness contrasts sharply with the stereotype created by the visibly homeless and panhandlers.

EXECUTION

Cook & Schmid conducted focus group research as part of its process to develop an effective public outreach campaign titled, “The homeless. They’re not who you think.” Focus group participants were recruited from key stakeholder groups – including the homeless themselves – to ensure the agency was considering multiple perspectives and to provide a process for validating the authenticity and effectiveness of campaign messaging and imagery before launching.

BRANDING

The campaign employs a variety of tactics that included brand-building, Web site development, outdoor, print, radio and television advertising and the creation of the www.RiversideHomeless.org Web site.  In addition, Cook & Schmid designed and implemented a fact-based media relations program that resulted in meaningful media coverage and encouraged the leadership of the region’s leading newspapers to take editorial positions on the issue.

RESULTS

Results from the campaign have been impressive. Average daily calls to 211 climbed steadily after the launch of the campaign, peaking at a 76 percent increase by the third week of the campaign, the most recent numbers available.

Cook & Schmid was selected for this project in a competitive bid process.  Members of the selection panel cited the agency’s previous work on homelessness for the San Diego Rescue Mission, which garnered the Public Relations Society of America’s 2007 Silver Anvil for reputation management.  The Silver Anvil is the industry's highest national honor for strategic public relations programs.