New Grounds

INSIGHTS 

During our extensive field research, we quickly realised that the system for addressing homelessness is flawed at multiple levels. The first two weeks of experiencing homelessness are particularly critical, as this traumatic period often leads individuals to view substance use as a means of escaping their harsh reality. In this delicate period, unfortunately, there is no fast intervention to mitigate this challenge, increasing the risk of individuals turning to substances for relief. 

Moreover, to avoid recognition on the streets—whether due to shame or concerns for your safety—you would consider moving to a different borough. However, you would face strong opposition from the new borough, as their limited budget is reserved for citizens with established 'local connections.' This rejection exacerbates your trauma, deepening your mistrust of institutions. It strips away your agency, pride, and sense of safety, leaving you feeling completely disconnected from any social support networks. 

This brings us to our final key insight: the need for normality. When speaking with a Big Issue vendor about why he wouldn't enrol in an employment training program, he explained that he avoids associating with other homeless people because it would drive him to the brink and likely lead him back to drinking. On the other hand, working as a Big Issue vendor allows him to engage daily with "normal people" who pass by, have regular conversations, and treat him with respect. He emphasized how crucial it is to be surrounded by normality, as it helps him feel seen in a positive light, rather than being subjected to the usual stigma faced by homeless individuals. 

OUR SERVICE 

We aim to establish a coffee shop with integrated laundrette facilities, functioning as a social enterprise with charity status. We want to act as a business and not a charity, so we don’t need to rely on retention of the issue for our organisation to survive and gain funding. We also want to design and work with other charities and the existing infrastructure to help solve the problem whilst propping their services up, rather than be in competition with them for funding and resources. 

Our approach follows a three-tiered strategy, starting from a grassroots level to address the underlying causes of homelessness and stigmatisation, fostering a culture of empowerment and self-sufficiency. 

First Tier - Dignity Through Cleanliness: 

Using the expertise and background access of our partner charities, we can select the right candidate for our programme. Once the individual is identified we will provide them access to essential hygiene services that improve ill health, both mentally and physically, boost self-esteem, and ease the stigma associated with homelessness. Improving personal hygiene provides a sense of normality within a stressful lifestyle making it easier for people to prepare for job interviews and take positive steps towards a brighter future. Feeling refreshed and clean is proven to improve self-worth and can empower individuals with the motivation and confidence to create new connections within a new community. 

Second Tier - Connection Through Communication: 

When we feel that our client is ready, we will gradually ease them into small volunteering roles such as serving coffee and food at tables. We will introduce small conversation starter touchpoints, like quirky name tags and elements in menus, to facilitate interactions with the public building up a rapport. This approach will help them gradually integrate into a welcoming environment, eventually becoming a well-recognised and permanent fixture within the cafe. Additionally, we plan to introduce ticketed storytelling events (if the person feels comfortable) is a platform for them to share their experiences, further establishing their presence and connection within the community and preparing them for the third tier.  

Third Tier - Integration Through Opportunity: 

Once we deem the person ready for the next tier, we will provide professional barista training. Through this, we will aid the individual’s integration into the job market, with a highly sought-after profession and create a connection between the homeless individual and the public, building positive rapport and further easing stigma. The coffee service guarantees a continuous revenue stream for the cafe, enabling the organisation to continue and grow, building up a much-needed trust between institutions and people experiencing housing insecurity. 

We aim to foster independence and develop a healthy social network based on agency and positive change. The New Grounds project is designed as a six-month cycle, aiming to provide an individual with our three tiers approach to ultimately change their circumstances by transitioning them into employment as a barista in a partnered establishment, near our premises. This is because we want the individual to maintain the social network they developed over this time. We want someone to return to our organization as part of a family, with continued access to our facilities if needed, and now the opportunity to actively give back to this community with a strong sense of pride and belonging.