Imagine your favourite team losing 12-0. Not good, right? But every night, homelessness fills our city’s football stadium 12 times over. That’s the powerful message behind Hopestead’s latest campaign, ‘12-0 – Change the Score on Homelessness’, which is taking centre stage in Norwich’s Royal Arcade. A window display in the arcade pictures an ‘ordinary’ family to highlight the message: Homelessness can happen to anyone.
The numbers are staggering. In England alone, at least 354,000 people—including 161,500 children—are experiencing homelessness. That’s a 14% rise in just one year. On any given night, 3,900 people sleep rough, with thousands more living in hostels or temporary accommodation.
The 12-0 campaign has the backing of Norwich-based property surveyors Hainstone, who are taking on an 84-mile trek in 48 hours along the Norfolk Coastal Path to raise awareness and encourage others to get involved.
The trek will also raise money for Hope at Home, an initiative by Hopestead that ensures people moving from homelessness into accommodation have the essential items they need to create a stable, sustainable home and take control of their future.
Myles Hughes, director at Hainstone, said: “We want people to stop, think, and start conversations about homelessness. The window display is a powerful visual reminder of the reality many face.
“We may not be able to solve homelessness overnight, but together, we can change the score.”
Lucy Parish, Hopestead’s director of operations, said: “Homelessness isn’t just about rough sleeping—it affects families, young people, and individuals hidden in plain sight.
“This campaign, and the support from businesses like Hainstone, show that when communities come together, we can make a real difference.”
Anyone can get involved in the ‘12-0 – Change the Score on Homelessness’ campaign by visiting the display and sharing the message online using the #12Nil and #ChangeTheScore hashtags.
People can support Hainstone walk here: https://www.justgiving.com/page/hikingforhopestead. Anyone can fundraise for Hope at Home themselves by taking part in an organised run – or another group event – through the Run for Hopestead portal here: https://www.hopestead.org/run-for-hopestead/.
By challenging Norwich to rethink homelessness, the 12-0 campaign aims to turn awareness into action—because when it comes to tackling homelessness, it’s time to change the score.
The facts: Temporary accommodation in the east of England
- 8,930 households live in temporary accommodation.
- This includes more than 23,000 people, including 11,490 children.
- 180 households are stuck in B&Bs for over six weeks—exceeding legal limits.
It’s not just about the numbers—the quality of temporary housing is often unsafe and unsuitable. Families are trapped in overcrowded spaces with inadequate sleeping, cooking, and hygiene facilities, leaving children without a place to study or play.
Children in temporary accommodation grow up in chaotic and sometimes dangerous environments, impacting their health, education, and future opportunities. And these figures don’t tell the whole story—many more children experiencing homelessness remain hidden.
- 60% of referrals to Hopestead’s Hope at Home come from temporary accommodation.
- In 2023-24, Hope at Home supported 154 children—37% of all recipients.
- Some of these children have spent years sharing beds with parents or siblings due to a lack of stable housing.
Without urgent changes to housing and homelessness systems, the crisis will only deepen—with devastating consequences for the most vulnerable.