Australians for Affordable Housing

Housing for all on the political agenda

Community and welfare sector organisations, working with the most vulnerable and disadvantaged people in Australia, in 2006 were armed with hard evidence revealing that the Federal Government had cut 30 per cent from public housing – and grants to first home buyers were fuelling skyrocketing inflation in the property market.

In 2006 the media focused on the wealth created by the booming property prices – the fact that thousands of people were suffering from rental and mortgage stress was largely ignored by the public and politicians alike.

Essential Media Communications conducted research which helped define how housing affordability resonated with renters, aspiring homebuyers, people with mortgages to pay and parents who worried their adult children would never be able to afford to buy a home.

EMC then developed a research-based communications plan and media strategy to help shift the focus the focus from “how much is my house worth?” to “why am I struggling to afford to rent or own my home?”

Australians for Affordable Housing, a coalition of 35 community organisations, was launched in March 2007. Within three months the campaign spokesperson was invited by then Federal Opposition Leader Kevin Rudd to a housing summit, who then reported to the nation the significance of the event.

Housing affordability was a key election issue in the 2007 election, and resulted in the new Labor Government delivering $2 billion worth of promises – including building new rental housing.

One in 10 Australians continue to experience severe housing stress and Australians for Affordable Housing, working with EMC has responded. In September 2011 launch of an expanded coalition of 65 organisations in a new campaign: Housing Stressed.

Working together using research-based digital media, social media and media relations strategies, we aim to achieve a stronger focus on affordable housing and campaign for structural change needed to ensure that all Australians can access affordable housing – a home for all.

Visit www.housingstressed.org.au to see this campaign in action.

EMC Campaigns