Homes for the Homeless | K2MD

Case Studies/Homes for the Homeless

Challenge

Albuquerque Heading Home (AHH) emerged in early 2011 out of a unique community initiative to end Homelessness in Albuquerque. Their goal is to make experiences of homelessness rare, short-lived and non-recurring. They achieve this by providing permanent, supportive housing solutions to people and their families who are medically vulnerable and have been experiencing chronic homelessness. As a community-wide initiative under the leadership of Mayor Richard J. Berry’s administration and local not-for-profit organizations, Albuquerque Heading Home’s challenge was to demonstrate the credibility needed to gain support both locally and nationally as an evidence-based approach to homelessness.


Solution

With Albuquerque Heading Home’s goals to gain local support and to position their program nationally as a blueprint for other metropolitan areas, we created an identity that communicated their mission and developed sales tools and a website that gave them instant credibility and demonstrated their success. We designed a logo that features a key with the teeth taking the form of the city's skyline. We created a sales kit that projected an organized and professional organization while maintaining a sense of modesty. We leveraged their results and successes by making them the focus of their website. Visitors are greeted by an image of an actual AHH client in a state of despair with the statement, "I'm Homeless." That is quickly replaced by a more promising image of the now served client with the statement, "I'm Home." Statistics that demonstrate AHH's big picture success are shown in the results area on this page.


The transition from "I'm homeless" to "I'm home" communicates the problem and shares the results of this program which is changing people's lives in Albuquerque.

Results

Albuquerque Heading Home has used their new tools to expand the partnerships they rely on to succeed. The mayor of Albuquerque has also used these tools to introduce the program to the mayors of other municipalities. They have opened the door to allow him to work with them to begin a Heading Home program in their communities to expand the goal of making experiences of homelessness rare, short-lived and non-recurring.