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City of Santa Monica Panhandling Education Campaign: Campaign Research and Development

City of Santa Monica Panhandling Education Campaign: Campaign Research and Development. Presentation to the Santa Monica City Council May 13, 2008. Objective. Develop a campaign that will: Reduce giving directly to panhandlers Provide alternative giving mechanisms Aiming to:

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City of Santa Monica Panhandling Education Campaign: Campaign Research and Development

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  1. City of Santa Monica Panhandling Education Campaign:Campaign Research and Development Presentation to the Santa Monica City Council May 13, 2008

  2. Objective • Develop a campaign that will: • Reduce giving directly to panhandlers • Provide alternative giving mechanisms • Aiming to: • Visibly reduce panhandling in Santa Monica • Reduce perceived seriousness of homelessness and panhandling • Increase awareness of Santa Monica’s existing services

  3. Campaign Development Process • Conduct research • Input from stakeholders and experts • Focus group and one-on-one interviews • Motivations for giving to panhandlers • Intercept survey • Message research • Focus groups • Build and leverage community support • Educate key targets: residents, business, tourists, panhandlers

  4. Stakeholder Research • Community focus group conducted April 16, 2008 • One-on-one interviews held April 4-May12, 2008 • Research included 31 individuals from: • Business (Bayside, Chamber, CVB, etc.) • Social service providers • Police and Fire Departments • Faith leaders • City residents / neighborhood associations • Hospitals • Homeless individuals

  5. Stakeholders: Key Findings Overall Feedback • Generally broad support for campaign • Great concern for panhandling’s impact on tourism • Desire to frame campaign with compassion, avoiding judgment and stereotypes • Some doubt the campaign can be effective • Concern about unintended consequences • Universal praise for Santa Monica’s work on homelessness, but need for greater awareness

  6. Stakeholders: Key Findings Alternative Giving • Want to discontinue the dolphin program, and create broader point-of-contact program • Want process to be transparent and results to be clear and highly publicized • Divided on keeping funds in Santa Monica vs. distributing regionally Community Support • Stakeholders want to help support the campaign • Willing to use existing networks

  7. CA (not LA) n=31 U.S.A n=50 Greater LA n=136 International n=30 Santa Monica n=64 Intercept Survey • Survey conducted March 25 – April 2, 2008 • Promenade, Ocean Ave, pier, farmers’ market • Convenience sample of n=314 respondents • Respondents:

  8. Intercept Survey: Key Findings How serious a problem is panhandling / homelessness? 28.6% 42.1% 50.1% 70.3%

  9. Intercept Survey: Key Findings In the past year, have you ever given money to panhandlers? 16.7% 0% 12.9% 13.3% 12.5%

  10. Intercept Survey: Key Findings What would youguess most panhandlers do with the money they collect? 34.7% 45.3% 27.3% * * Note: very small sample size 51.5%

  11. Intercept Survey: Key Findings Does the presence of panhandlers influence your decision to visit? 9.9% 14.1% 15.9% 25%

  12. Intercept Survey: Key Findings Other key findings • Panhandlers not all viewed as homeless • Low awareness of current efforts to address homelessness • 42.2% of Santa Monica residents and 45.8% of Santa Monica workers aware of efforts vs. 20.7% of aggregate • Encountering panhandlers makes people feel annoyed, sad, sympathetic or uncomfortable • High receptivity to giving to alternative mechanisms located on or around the Third Street Promenade • Santa Monica residents and workers and frequent visitors to Downtown are less receptive to alternative giving

  13. Moving Forward: Takeaways • Show the negative impact of direct donations • Redefine compassion • More compassionate not to give directly • Address the emotions brought up: • Annoyance, sadness, guilt and discomfort • Provide alternative giving opportunity at the point of potential encounter with panhandlers • Educate Santa Monica residents that the campaign can make a real difference • Identify additional advertising opportunities • Current vehicles extremely limited

  14. Next Steps • Message development and testing → Spring 2008 • Continue building community support → Spring-Fall 2008 • Leverage partnerships → Summer 2008 / Ongoing • Educate residents → Fall 2008 / Ongoing • Launch public education campaign → Fall / Winter 2008 Success depends on long-term support, investment and momentum

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