There are so many myths about homelessness and women so how do you use PR to start dispelling them?
Ask most people whether women are homeless and a blank look appears on their face.
In fact in Victoria, nearly 10,000 women and children are homeless on any given night. But unlike the all too common image of the homeless man sleeping rough, the issue of women’s homelessness is largely hidden from view—you simply don’t know they exist.
Women’s homelessness is different to men’s: very often a consequence of family violence, women’s homelessness commonly takes the form of women in crisis turning to friends, family, or anyone with a couch they can take refuge on from night to night, or sleeping in cars or scarce crisis accommodation
MediaWise worked with McAuley Community Services for Women on a campaign recently to draw attention to women and homelessness.
We deliberately chose to feature ‘couch surfing’ as the main image. We commissioned artist Julie Shiels to produce the thought provoking cushion Will It Always Be Like This? and liaised with the terrific marketing team at Federation Square to feature couch surfing as part of Homeless Persons’ Week.
The response to the couch was extraordinary.
The majority of people who came up and chatted had not realised that couch surfing was a form of homelessness. They mainly associated the concept with backpackers or students crashing at friends’ houses.
The ‘couch’ was visited by MPs, the public, friends of McAuley as well as school children going to Federation Square for other reasons. The event saw at least 50 people subscribe to the organisation’s News from McAuley, while others donated.
The ‘couch surfing’ campaign will continue through the year, drawing attention to women’s homelessness and the link with family violence.