Weekly Social Marketing Sighting by Nancy R. Lee
President, Social Marketing Services, Inc.
Affiliate Instructor, University of Washington
Strategic Advisor, C+C
Social Issue: Homelessness
Social Marketing Strategy: Removing Major Barriers to Accepting Shelter
Where Sighted: “How Ten Global Cities Take on Homelessness”/em>
Behavior: Accept Temporary Shelter

In 2006, New York City launched a new model, one branded Safe Haven, to influence homeless individuals to accept temporary sheltering and treatment services.  The program was designed specifically for chronically homeless individuals, ones who must be referred by an outreach worker or clinician in order to gain admittance.

The model applies a “come-as-you-are philosophy that does not require, as a prerequisite or co-requisite, the participation in any form of service or treatment. (L. Gibbs, J. Bainbridge, M. Rosenblatt, T. Mammo “How Ten Global Cities Take on Homelessness”, p.61.) It just makes it more likely that they will.

It is sometimes referred to as a bed-first model. Similar to the Housing First model, Safe Havens offers drop-in centers with beds without rules. Residents are assigned their own bed and locker, and can come and go frequently.  There are restrictions on drug and alcohol use in the shelter, but residents are not required to be sober.

Outcomes by 2010 were considered very positive, with 47% of those participating in the program achieving positive outcomes, with most moving on to securing housing. By 2019, more than 1,000 Safe Haven beds were established. (L. Gibbs, J. Bainbridge, M. Rosenblatt, T. Mammo “How Ten Global Cities Take on Homelessness”, p.64.)

Photo by Dan Burton on Unsplash

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