The Talking about Homes project is a collaboration between the Nationwide Foundation and the Joseph Rowntree Foundation (JRF), launched in 2020 to address challenges in public conversations about decent and affordable homes. Often, discussions quickly veered toward house prices and profit, rather than the lived experiences of people in need of secure housing. To shift this narrative, the project commissioned research from FrameWorks to explore public mindsets and identify the barriers communicators face in effectively conveying the importance of housing as a social issue. FrameWorks developed evidence-based recommendations for framing messages that could reshape public perception and encourage a focus on the human and societal value of homes.
From early 2023, Talking about Homes began mobilizing these framing strategies within the housing sector. The project aims to empower existing experts to tell more compelling stories, thereby improving public understanding and support for housing solutions. By providing infrastructure for narrative change, the project seeks to establish consistent use of framing across the sector, recognizing that significant shifts in public perception will take time and sustained effort.
The project’s outputs, developed in partnership with FrameWorks, include a toolkit, practical framing guides, webinars, and speaking opportunities. A select group of influential organizations also received tailored training and support to strengthen their communication campaigns. These efforts aim to embed evidence-based framing practices that normalize the narrative around homes as foundational to health, happiness, and well-being.
To evaluate and improve its approach, Talking about Homes engaged DHA Communications as a learning partner. Midway through the project, the evaluation highlighted successes, including the adoption of framing in key campaigns such as Shelter’s election manifesto and the Church of England’s Homes for All campaign. The project observed that using terms like “homes” instead of “housing” and framing homes as “health, not wealth” resonated with audiences and helped communicators build confidence and collective momentum.
The evaluation also identified factors that help and hinder the use of framing. Smaller organizations can quickly embed framing across staff, while larger organizations benefit from internal champions to ensure consistency. Networks and shared resources have been effective in reaching a wide range of sector voices, from campaigners to smaller housing associations. Users reported that framing tools enabled them to communicate more effectively and feel part of a broader collective effort to change the narrative.
Looking ahead, the project plans to continue training key housing sector voices, expand guidance to address emerging communications challenges, and engage strategically during policy and election cycles to embed framing. Targeted support will be offered to specific clusters of the sector, such as homelessness charities and housing associations, to deepen the reach and impact of framing practices.
The partnership between the Nationwide Foundation and JRF has been critical in establishing credibility and encouraging sector engagement. The mid-point evaluation indicates that the project is on track, with significant progress in mobilizing framing and opportunities to strengthen the approach over the remaining two years. By providing tools, training, and guidance, Talking about Homes aims to leave a lasting legacy of skills, resources, and momentum to sustain narrative change in the housing sector well beyond the life of the project.
