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Welcome to the Competition Brief for [re]branding homelessness. The contest was a call for proposals from creative people who also care to see hopeful and just alternatives to homelessness. We were inviting participants to propose a creative awareness campaign – using the arts, music, literature, advertising, the media – that will help [re]brand homelessness, i.e. creating a new language about homelessness that will - change public perceptions, - broker private investment into eradicating homelessness, - inform public policy
Winning entries would demonstrate - relevance to the (3) objectives of the [re]branding homelessness initiative, outlined above - potential for implementation - affordability - creativity and originality - visibility, impact and outcomes - presentation |
![[re]](contest_files/image313.gif)
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changing public perceptions ∙ informing public policy ∙ brokering bold investments |
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Project Title [re]branding homelessness
Project Description [re]branding homelessness is a project calling for all artists, architects, designers, performers and other creative thinkers to participate in an international design contest to propose the most effective awareness raising strategy to help create a new language and visual dialogue about homelessness, with specific objectives as outlined below. We are calling for you to join us as we seek to develop a new language, new visions and new approaches to addressing homelessness, challenging perpetuating myths and perceptions, and demonstrating viable alternatives, both to homelessness and to the way in which homelessness is dealt. The proposed strategy can take the form of an advertisement, posters, bill boards, creative writing, photography, art installation, play, music, or any other medium that will meet the criteria outlined later in this brief.
Project Vision & Objectives Through creating a new conversation and new language about homelessness, making ‘invisible’ people and issues visible, [re]branding homelessness has the threefold objective to - change public perceptions, - encourage private investments in hopeful alternatives, and - inform public policy.
A new conversation with new language: dispelling myths, constructing visions The conversation we would like to encourage should dispel myths that restrict bold responses to homelessness, and should invite the general public, private investors and policy-makers into new, bold and alternative visions, both for how to view and understand homelessness (myths), but also for how to address it (methods), and what possible alternative scenarios could look like (visions).
Myths Common myths include - Homeless people are lazy and do not want to work - All homeless people are criminals - All homeless people abuse substances - Homeless people do not want to be helped - Being homeless is easy - Homeless people have a lot of time - Homeless people are a burden to society, with nothing to offer - Homeless problems should be addressed through charity, and charity is like a big dark hole: we throw our money in, and nothing ever comes out - We will never be able to eradicate homelessness - Homelessness is a housing problem, or a welfare problem, or a health problem
Visions The awareness-campaign/s should help to construct visions of visibility, human dignity, access, assets, agency, belonging and inclusion.
Visibility Do we still see homeless people when we pass them on the streets? Or have they become objects like street furniture? Homelessness is sometimes hidden. Or we refuse to see and acknowledge it, because it is unsightly, painful or reminding us of our own frailty. Or we live far from neighbourhoods with a concentration of homeless people. We never have to see them. And if we see homeless people, we respond by charitable giving, tossing a few coins, or sending a cheque.
Human dignity Can we see and respond differently, in a way that will help to bring radical change? What if we remember that every human being was created equal, and what if we were to view every homeless person with dignity; and the challenge of homelessness as a challenge of restoring human dignity to all those who are dehumanized?
Access If we affirm the dignity of every homeless person, the issue of equal access to all people will become an important vision to embrace: to ensure access to basic shelter, skills and education, health care, sustainable employment, child care, and protection of human rights and dignity.
Assets How will it be if we start to see differently; starting with the potential and resources of people who happen to be homeless, instead of focusing on their weaknesses or deficiencies? It should not only change the nature of programmes designed to assist homeless people, but it will change the discourse from charity to investment, and policy from welfare to justice and equal opportunity.
Belonging and inclusion Homelessness is a symptom of our universal longing for inclusion and belonging. Many of us at some point have felt a sense of being unwanted, unnoticed or out of place. The larger structures and systems that thrust so many into situations of homelessness, deprive them often of a sense of community and belonging. A vision for healthy communities will ensure that even the most vulnerable individual or family is treated with human dignity, has access to basic sources of livelihood, is invited to share the assets and gifts they have, and in the process is embraced as part of a community of radical inclusion and belonging. Foreigners and strangers will now become friends, companions and partners.
Design guidelines We are inviting all creative and socially concerned people to submit a proposal for an awareness campaign to [re]brand homelessness. The campaign can take the form of public art, street furniture, creation of a structure, photographic or other artistic installation, a play or skit, composing music, creating a visual artwork, advertising, media, a mural design, poetry, or any other creative medium that will serve as an instrument to reach the objectives of this project, bringing about shifts in public opinion and in the language and discourse on homelessness. There are many audiences to consider, each of which will be reached through different media. You may choose to focus on reaching: - The general public - Policy makers - Investors
Some of the themes that may be addressed within the topic could include the reality about homelessness and homeless people: - Being homeless is a full time job - Homeless people often have skills or education but are simply unable to find employment - Everyone will benefit from healthy communities where each person has a role and is contributing to the larger society.
Examples of slogans to work with: - “You could be homeless” - “Homeless people have names too” - “We can eradicate homelessness”
The Winners
The winners of the competition are:
· Kristen Steynberg · Jill Oyomno and · Heidi van Eeden
for their proposal “The Nomads of the City”
Please click here to view a document about the winning entry!
The Runners-Up:
Honourable mention to:
Overland Partners Architects
for the best architecture proposal “The Bridge Homeless Assistance Center”
Please click here to view a document about this project!
Honourable mention to:
Lifo Productions
for the best theatrical proposal
The Judges:
The judges of the competition were:
· Bonga Moungose · Ally Fatnana · Denise Dredge · Colin Dredge · Xolani Nkosi · Vestine Ntakirutimana and · Siri Tiger
We want to thank all our judges for the hard work and creative input in choosing these winning entries!
Helpful links & recommended readings http://ct4ct.com/index.php?title=Homelessness http://electroland.net/projects/urbannomad
“Soon Things Will Be All Right” We arrived in Van der Bijl Park two months ago. The main problem was to find work. But after two weeks of walking and sleeping in the streets and not finding a job, we decided to leave Van der Bijl Park and we came to Pretoria. We walked and walked to no avail and finally my husband got fed up and said he was going to work, for he could do sign writing. This is what we did and since then we have never gone to sleep without eating and drinking coffee again. Eventually we met some friends of my husband whom he hadn’t seen for a long time. This man offered him a job; he starts working tonight and although we still don’t have a place to stay we know things well come right very soon. And we have God to thank for all of this. (“Soon things will be all right,” by Claudette. Puzzles, )
communications All queries may be directed to info@rebrandinghomelessness.org.za
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