During our careers as a business professional or even as a volunteer, we will be asked to segment and target a unique population that will be "hard to find" and subsequently will be a group that is difficult to reach and "hear" our message.

The homeless population in Canada is one of those groups.

While there are several types of homeless segments in Canada, this assignment will focus on two key groups:

1. The hidden homeless population

2. The unsheltered homeless population

Hidden Homeless Population

The hidden homeless segment refers to individuals (or families) that had to live temporarily with other family members, friends, in their car or anywhere else because they had nowhere else to live.

"In 2014, 8% of Canadians aged 15 and over report that they, at some point in their lives reported there were part of this group.

Of those who experience hidden homelessness, about 1 in 5 (18%), experienced it for at least one ear, 55% for less than one year but more than one month and 27% for less than one month."

Statistics Canada

Unsheltered Homeless Population

The unsheltered homeless population refers to individuals that have no shelter at all.

According to The Canadian Encyclopedia - "Unsheltered homelessness refers to individuals who are absolutely homeless and living on the streets or in places not intended for human habitation. It includes the temporary occupation of public space, such as sidewalks, squares, parks, and forests. The occupation of private space and vacant buildings, also known as squatting, is another example of unsheltered homelessness."

Causes of Homelessness

Poverty

Unemployment

Migration toward urban centres

Shortage of affordable housing

Decrease in health and social welfare income

Addiction

Lack of education

Lack of social and family support (family breakdown)

Physical or mental health challenges

The Canadian Encyclopedia

Assignment

The goal of case #3 is to come up with a promotion plan to target each of the homeless population to communicate to them the health risks of covid-19 and the need for hand washing and social distancing.

Your goal is to get the message of covid-19 to the homeless population in Greater Sudbury (both the hidden homeless population and the unsheltered population).

Use traditional methods such as posters, radio ads, television ads

o Where are you situating them?

Use online methods such as social media, websites, etc.

o What are you developing?

o Are you leveraging the online tools of another organization?

Use your own developed methods - what do you choose that is different from all above?

As you are developing this you also need to consider two things:

The homeless population is highly transient - it doesn't stay in one spot for very long

o E.g. Would putting a stationary poster someplace be beneficial?

The homeless population also suffers from the causes above

o E.g. If somebody is suffering from poverty, do you think they have access to a cell phone?

An example could be for either group:

Placing posters on telephone or hydro poles around soup kitchens

The script will be mostly in pictures (especially if literacy is an issue)

Focusing on soup kitchens will allow for exposure on a daily basis for those entering the facility

additional information: i just need two points for each, which must be one or two lines

Population Type Traditional Methods (include a small description of each) Your Own Unique Ideas (include a small description of each) Online Methods (include a small description of each) 1. 2. Why do you think these methods would be beneficial in targeting the homeless population? Why do you think your method will work? Hidden Homeless Population 1. 2. 1. 2. 3. 1. 2. 3. Unsheltered Population 1. 2. 1. 2. Population Type Traditional Methods (include a small description of each) Your Own Unique Ideas (include a small description of each) Online Methods (include a small description of each) 1. 2. Why do you think these methods would be beneficial in targeting the homeless population? Why do you think your method will work? Hidden Homeless Population 1. 2. 1. 2. 3. 1. 2. 3. Unsheltered Population 1. 2. 1. 2