Rethinking Common Housing Frames

In addition to the California Dream narrative, researchers tested five additional narrative frames to see which were most effective at engaging Californians toward housing solutions. These frames — commonly used by many housing advocacy organizations — produced some surprising results among audiences.

Included in the results are the frames tested —and how each audience segment responded. You may find actionable information about why some of your organization’s messaging might not be as effective as you’d hope.

Photo of a row of colorful duplex housing // Marcus Lenk /