The Challenge
The affordable housing movement faces a paradox: Everyone agrees on the pressing need for more housing, but specific projects often face significant public opposition.
Local opponents may perceive clear risks – traffic, construction, disruption to views or open space they take for granted – and are highly motivated and well-positioned to speak up. NPR’s Planet Money described research describing some of these dynamics: “Homeowners are much more likely to participate in the crucial local political and regulatory meetings that govern new housing supply…. They were less likely to work full-time or at all. They were less likely to be students or young professionals. They were less likely to have young kids, with all the time pressures they impose. And they were more likely to be resistant to change in their neighborhoods.”
But we can make affordable housing advocacy more effective if supporters can deploy research-tested strategies and messages.
Our Approach
In 2024, the Colorado Health Foundation released the Good Neighbor Messaging Guide, based on deep multi-year audience research, on how to deploy effective persuasive messaging about affordable housing policies. This guide shows how to activate supporters, move those who are conflicted or concerned, and neutralize opposition messages.
The Colorado Health Foundation then chose SE2 to distill the robust research into easily digestible pieces: an introductory video, six one-page guides, and a checklist to help keep advocates on track.
This engaging bilingual toolkit makes research insights accessible and actionable for community advocates seeking to address local opportunities or challenges.
The Impact
Advocates who want to support affordable housing in their communities can now more effectively activate supporters, shift the opinions of those who are conflicted or concerned, and neutralize opposition messages.
More housing options create healthier communities. Those with stable, safe housing that fits their budget are more likely to be healthy, and they can better access educational and economic opportunities. That’s good for everyone.
The Good Neighbor toolkit is available here: The Good Neighbor Guide Toolkit | The Colorado Health Foundation
