Agenda item

Report of the Director of Community and Children’s Services.

 Members received a report of the Director of Community and Children’s Services in respect of a proposal to run an alternative giving awareness campaign, to support the most vulnerable people on the City Streets in the most effective way. 

During the discussion and questions the following points were noted:

Members commended the draft marketing material appended to the report, which had been developed by the Working Party.  A Member suggested that contact numbers be included. 

Members suggested a simple strapline under the City of London Corporation Logo; i.e. ‘off the streets is not the end’.  The messages should be concise, simple and quickly digestible at transport hubs etc.     Members noted that officers had been working with the GLA and London Councils and there was a further suggestion to consult the Government’s Behaviour Science Team.

The next report would provide more detail on the metrics and efficiencies of giving via Tap London. 

The previous campaign ‘Do not Kill with Kindness’ had been perceived as negative by some service users and professionals as it stereotyped homeless clients and sent a negative message to whose willing to assist.  Members noted how some clients welcomed practical help and assistance rather than ‘small change’.

The importance of engagement with local food retailers was acknowledged and the Police Officer advised of the Police’s Day of Action at the end of November.  The Police had established a strong Business Engagement Team and offered to work with the City Corporation.

Officers agreed to circulate information from the Wales Study and executive summaries of the Care and Vagrancy Acts

RESOLVED, that – the report be noted.