Reframing the Homelessness Crisis in Hamilton: The Power of Public Relations

Homelessness in Canada is not just a growing crisis—it’s a challenge that reflects deeper societal issues and misunderstandings. According to the most recent data, more than 1,500 people are experiencing homelessness in Hamilton, and province-wide data indicates 234,000 Ontarians are homeless. Many people walk past these individuals daily, their presence often going unnoticed, or worse, being met with fear and judgment. But what if Hamilton could use public relations (PR) to change the narrative? What if, instead of seeing people as part of the problem, we saw them as part of our community?

Photo Credit: Teviah Moro, Hamilton Spectator 

Understanding the Homelessness Crisis in Hamilton

To understand how public relations can be a part of the solution, it’s important to first grasp the scale and complexity of homelessness in Hamilton. The city’s homelessness population is diverse, including families, veterans, youth, and individuals dealing with mental health and addiction issues. In the last three years, the number of people experiencing chronic homelessness (going without a home for more than six months) hovered around 500. Rising housing costs, a lack of affordable shelter, and systemic barriers like poverty and job insecurity all contribute to this crisis. With Hamilton being a hub for both economic growth and socioeconomic disparity, it’s no surprise that the city's homeless population continues to grow. Yet, too often, the public sees this community through a lens of stigma—assuming they are lazy, dangerous, or unwilling to work.

The Role of Public Relations in Changing Perceptions

Public relations is more than just managing a company’s image; it’s a powerful tool that can shape public discourse and influence policy. For Hamilton, leveraging PR could mean changing how people view homelessness, shifting from a “problem to be solved” to “people to be helped.” By crafting intentional messaging, PR campaigns can humanize homelessness and encourage empathy instead of fear.

Photo Credit: Teviah Moro, Hamilton Spectator 

1. Tell the Real Stories: Too often, stories about homelessness are framed in terms of statistics or “issues” to be managed. PR efforts can reframe this by telling the real, personal stories of Hamilton’s homeless population. When people hear about an individual’s struggle—someone who might have once had a stable job but was displaced by rising rents, or someone battling mental health issues—they start to see the person behind the situation.

   By partnering with local media and social services, the city could launch a series of human interest stories, videos, and interviews that bring the voices of Hamilton’s homeless directly to the public. These stories, shared on social media and through local news outlets, would remind people that homelessness can happen to anyone, and that these individuals are a part of our community.

   
   

2. Language Matters: Shift the Terminology: Language shapes how we think. A strategic PR campaign could introduce new terminology into public discourse around homelessness in Hamilton. Instead of referring to people as “homeless” or “panhandlers,” for example, campaigns could focus on terms like “unhoused neighbors” or “community members in crisis.” This small shift in language could significantly impact how Hamilton residents perceive those living on the streets, fostering empathy and a sense of shared responsibility.

3. Public Advocacy Campaigns for Support: Hamilton could use PR strategies to mobilize public support for local shelters and affordable housing initiatives. When residents understand that these services are critical to helping individuals reintegrate into society, they are more likely to support funding and volunteer efforts. PR campaigns could spotlight success stories—people who, with a little help, have found housing and jobs—proving that homelessness isn’t a life sentence. These campaigns could be supported by partnerships with local organizations like The Wesley Urban Ministries, Good Shepherd Centres, or the YWCA, amplifying their impact.

Public Relations in Action: Lessons from Other Cities

Hamilton doesn’t need to reinvent the wheel. Cities like Calgary and Vancouver have successfully launched public relations campaigns to address homelessness with great results. Calgary, for example, introduced the "Enough for all" campaign, which highlights the housing crisis through personal stories, illuminating the hardships individuals and families face in securing stable housing. The campaign's approach deepens understanding of the systemic issues driving homelessness, including rising costs and inadequate housing supply. By sharing these stories, the campaign fostered empathy and raises awareness, urging collective action and policy changes to address Calgary’s housing challenges.

In Vancouver, the City’s Homelessness Action Week (HAW) grant program is a powerful example of public relations in action, showcasing how city-led funding can create positive community engagement and foster solutions. Since 2009, this grant has supported community-driven initiatives and events in Vancouver, bringing awareness to homelessness during HAW and beyond. In 2023, the program broadened its impact, expanding to cover Homelessness Services initiatives year-round. By funding projects that unite residents under a common cause, the HAW grant helps shift public perceptions, encourages active community involvement, and provides crucial support to organizations assisting the homeless—illustrating how targeted public relations can drive meaningful social change.

Photo sourced from Durham Insauga, Big City Mayors Campaign to Solve Homelessness Crisis.

A Path Forward for Hamilton

Public relations is about more than controlling a message—it’s about reshaping perceptions. In Hamilton, a PR-led approach to homelessness could foster a more compassionate, solution-oriented public mindset. By using humanizing stories, changing the language around homelessness, and organizing advocacy campaigns, Hamilton could shift public opinion from viewing homelessness as a distant issue to seeing it as a collective community challenge.

Hamilton’s homeless population are our neighbors, not just statistics. They are veterans, parents, young people, and individuals with stories as complex and nuanced as anyone else’s. A robust PR strategy can help the city—and its residents—embrace this reality, sparking the kind of empathy and action necessary to make lasting change.

Public relations strategies can help reframe how homelessness is perceived, and we can work towards a city where everyone, regardless of their circumstances, is seen as a valued community member deserving of dignity, respect, and, most importantly, a home.