Prince George is the largest city in Northern BC and as such, it functions as a service and supply hub for the entire region. Many regional services critical to health and social well-being are anchored in Prince George. For example, Northern Health provides and contracts a variety of services to care for vulnerable populations in the downtown Prince George area. A large percentage of the people in this population suffer from mental health and substance use health issues and live on or near the streets. The presence of this population downtown, particularly in encampments and areas where overdose prevention services and supports are accessible, has contributed to negative perceptions regarding cleanliness and safety in the downtown core. City of Prince George (City) has implemented many initiatives to address these concerns, but negative perceptions have persisted. 

Recent work to evaluate these initiatives led to consideration of a resource detailing the differences between technical problems and adaptive challenges. Although the complex social issues contributing to negative perceptions of the downtown are adaptive challenges, the City has been utilizing technical solutions (like increasing police and bylaw member presence) to shift perceptions. There has not been a focus on how we might change perceptions by shifting/transforming understandings and beliefs. 

In 2023, the City acquired external funding for a two-phase project to shift understandings and beliefs related to the presence and behaviors of unsheltered homeless individuals in the downtown core, while concurrently promoting the strengths and attributes of the area. As a result, the City is seeking proposals from consultants who have the expertise and experience necessary to develop a comprehensive strategy to achieve these outcomes. 

The strategy forms Phase 1 of the project and its implementation forms Phase 2 of the project cycle.  Phase 2 will only occur following the City’s review and approval of the proposed approach(es).

A successful strategy will help ensure downtown Prince George is perceived to be safe because everyone is seen as a member of the community, deserving of social connection and support, safety and a sense of belonging.