Last weekend I went to this conference run by London branch of the Labour
Housing Group (LHG) in St Margarets House, Bethnal Green.
The
LHG is the socialist
society affiliated to the Labour Party which specialises in housing issues.
Chair was Roz Spencer who spoke about housing now being a distinctive
policy for Labour. Roz introduced the first speaker, Karen Buck MP (PPS to Ed
Miliband).
Karen pointed out that 26% of London depended upon housing benefit to help
with their rent while "
Generation
rent" cannot go into home ownership. We need to turn benefits
into bricks! Even the affluent worry about their children and what is happening
to London. Neighbourhoods are changing. 60% of new properties are bought by
global investors.
There is a serious market failure. We need to not only use figures when
campaigning but paint pictures.
Morgan McSweeney, Head of GLA Labour Office spoke on "Housing on the
doorstep: the grass roots campaign". He also believes that now is
housing's time. If the Labour message is that this will be the "Cost of
Living" election then housing will play a key role.
Make sure your message connects on an emotional level. Test first with your
friends and family. Then repeat, repeat and repeat. Define your opponents. Have
message discipline but check that local leadership and candidates are saying
the same. If not change to what the candidates are saying.
Segmenting people by their values. They are either "
Settlers, Prospector's or Pioneers".
Use different communication tools. Petitions are wonderful but so is word of
mouth. Target taxi drivers and hairdressers. Don't make the mistake that many
make in by-elections, when campaigners go to the pub afterwards and exchange
stories on who is the most stupid person they have met that day in front of bar
staff.
Cllr James Murray, Cabinet member for Housing in Islington on "Labour
in Control: winning support for new build". When Labour won control they
committed to building 2,000 new homes. Yet there was no infrastructure on new
build left in the Council. They set up a "new homes board" which met
regularly to "knock heads together" and clear blockages.
At first they were surprised that many local residents were opposed to new
build on their estates. Residents were worried about loss of parking and green
spaces. To overcome this it was critical to make a "local letting
guarantee". Those who lived on the estate in housing need would be
considered first for the new lettings. Next, all other local residents would be
able to transfer on a "like for like" basis. You need to argue that
this is a package which will not only bring new homes but refurbish and improve
the estate.
Jamie Carswell chaired the session after coffee.
Ben Soffa, Director of Organic Campaigns, on "Using social media: new
campaigning across every tenure". Social Media is not a replacement
- it is a supplement. Data and contact details key. Do you want to speak to 150
people during a campaign weekend or is it better to speak to only 75 and get
emails for 40? Push the email choice. Write for an audience and use to
spread the message. Like targeting taxi drivers - end each email by asking people to
forward it to 5 friends.
Use images tell a story. Twitter is the easiest way, FaceBook tends to be too
personal to you. Use an image and maximum 8 words of text and ask people what
they think. Don't use a direct action petition quoting the local leader but
rather have a quote from a mum living in a overcrowded home who wants help to
move.
Final speaker was Tom Copley AM GLA Housing spokesperson. "The London
wide campaign: reinforcing messages for Labour". Tom introduced a
provisional London Labour housing pledge card
with 5 key messages :- Build new generation of council
houses: Regulate private landlords and agents (and clamp down on rogues); Focus
on help for young first time buyers; Fair Housing Benefit policies (and
repeal the bedroom tax) and lastly require all housing contractors to offer
apprenticeships & pay a living wage.
There was then a Q&A on "What can London LHG do for you?"
which being an event for Labour Party activists meant everyone (including
myself) wanted to have their say and offer their views and experiences.
Sometimes at length and in great detail. Jamie managed to chair the
closing session with humour and authority which meant nearly everyone was able
to have their full say and the meeting overran only a little.
I had a very useful conversation afterwards about ways to tackle poverty
wages and insecure employment in social care and the role of housing
organisations.