Our homes are emotional sanctuaries. They define our identities and sense of belonging and provide a foundation for security and community. For too long, housing justice narratives have underrepresented this storytelling aspect, leaving critical stories untold and engagement opportunities unexplored. Without new storytelling techniques, the narratives that shape public understanding and support for housing justice will continue to overlook the experiences of Black, Brown, and Indigenous communities, further entrenching disparities in access to secure, affordable housing.

Through media platforms like YouTube, housing justice advocates have a wealth of opportunities to expand their storytelling practices. As an influential platform driven by personalities and emotional content, YouTube offers opportunities to broaden community engagement by meeting audiences where they are and using relatable storytelling techniques to drive participation in the movement.

PolicyLink, in collaboration with Harmony Labs and Erin Potts, cultural researcher, conducted an analysis to understand how different audiences consume housing-related content on YouTube and identify opportunities to better engage them on housing justice issues. The following five takeaways reflect our high-level guidance on uprooting harmful narratives using messaging, language, storytelling, and data. 

1. Center Stories of Personal Experiences With Housing Insecurity
2. Let the Emotion Flow,  Let Intellectualizing Go
3. Leverage Community-Oriented Holidays for Mobilization
4. Weave Housing Justice Themes into Genres Like Gaming, Crime, and Horror
5. Share Examples of Collective Action to Nurture Hope in a Brighter Future

Download the research brief

• Homes as Sanctuaries: Audience and Storytelling Insights from YouTube

Download the mini-playbook

• How to Win on Housing