Celebrating New Affordable Housing Communities
The Challenge
Over the past several years, Home Forward has developed or renovated numerous affordable housing properties. While these efforts were well known within the housing community, public awareness remained low—even as record numbers of affordable units came online. As public funding has become a primary driver of affordable housing development, it became critical to show taxpayers how their dollars were being used.
Communicating the work of public housing authorities is inherently challenging due mostly to NIMBYism attitudes. In addition, the general public has expressed frustration with the pace of addressing the affordable housing shortage.
The Solution
Le Chevallier Strategies was selected to support Home Forward in planning groundbreakings and grand openings across Multnomah County. The urgency for effective public engagement grew with the election of Governor Tina Kotek, who campaigned on an affordable housing mandate. At the same time, negative media narratives about the state’s lack of progress presented both a challenge and an opportunity for Home Forward to demonstrate its leadership and impact.
• Le Chevallier Strategies worked with Home Forward to lead communications and logistics for five grand openings and two groundbreakings. This included:
• Managing media outreach, program development, speaker outreach and management, materials development, and event production.
• Showcasing solutions that address the root causes of homelessness, with events featuring federal, state, and local elected officials; public and private funders (including Metro); housing and resident service providers; community-based organizations; and construction/design partners.
• Collaborating with community-based partners such as the Urban League of Portland, Native American Youth and Family Center (NAYA), and Portland Community College to ensure inclusive messaging and authentic community engagement.
The Results
Shifted public perception of Home Forward and helped build trust in Oregon’s largest public housing authority.
Advanced Home Forward’s strategic goals of leading in the housing stability ecosystem and improving service to residents and program participants.
Improved media coverage sentiment significantly:
August 2022: 45% negative, 46% positive, 8% neutral.
Six months later: 76% neutral, 18% positive, 4% negative.
Earned a Blue Pencil & Gold Screen Award from the National Association of Government Communicators (with Home Forward and the Urban League of Portland) for the Hattie Redmond Apartments grand opening.
Generated 25+ news stories with positive or neutral tone, including in-depth coverage in The Oregonian and on OPB’s Think Out Loud.
