Cllr Rita Begum (Kilburn ward) asked a question LINK of Brent Council leader, Muhammed Butt, for the July 8th Brent Full Council Meeting on the plight of the homeless in the borough.
In his response Butt outlines the increasing cost of placements of the homeless in temporary private rented accommodation as well as the rise in the number of people and families presenting as homeless at the Civic Centre.
He cites the limited action that the council has been able to take and goes on to introduce a new campaign that the council will undertake called 'Find a Place You Can Afford':
In addition, the council is set to launch a new communications campaign which aims to raise awareness of the deepening homelessness emergency in Brent and the practical realities and life changing consequences this has for homeless households.
The Find a place you can afford campaign will seek to break the perceived link between homelessness and social housing. For the overwhelming majority of people, becoming homeless does not mean they have a better chance of securing a council home.
For most homeless households the most likely sustainable solution to their homelessness will be to find a place they can afford in the private rented sector in a more affordable part of the UK. The council’s communications will seek to encourage the growing number of homeless households to realise more quickly that, for the vast majority, their future housing options are all in the private rented sector in an area they can afford.
Amid all the rising tower blocks of high spec flats in Wembley, Alperton and elsewhere in the borough, the council is admitting that it cannot help those waiting for accommodation on the housing list. Their advice could be seen as ruthlessly honest in refusing to give homeless families any hope of staying near extended family, social netweeks and local schools in Brent.
It is rather similar to Norman Tebbit's advice to the workless to 'get on your bike' to find work elsewhere.
Others may see it as another step on the gentrification road.