Old Brewery Mission campaign stresses importance of preventing homelessness, evictions

As many Montrealers prepare for Moving Day, some won’t have the same luxury of moving into a new home. That’s why the Old Brewery Mission has launched an advertising campaign aimed at highlighting the importance of preventing homelessness.

The Old Brewery Mission says in the most recent homelessness count — in 2022 — evictions were the leading cause in the loss of housing. The campaign is focusing on the rise in evictions across Quebec.

“What Montrealers don’t know is that July 1st has become really the day when the housing crisis is most urgent, most difficult. It is really the day of the year that marks the start of the housing crisis,” said James Hughes, president and CEO of the Old Brewery Mission.

“Housing has got to be the number-one issue that we work on because otherwise we’re going to lose the kind of city that we love. Our city is slipping out of our hands.”

Additionally, a housing shortage and the rise in the opioid crisis aren’t helping matters. The campaign and video also highlight that homelessness is avoidable, and it is something that doesn’t start on the street.

While visiting the Old Brewery Mission, CityNews spoke with client Mohammed Malik, or “Moe,” who ended up at the mission due to a rise in gentrification in Verdun and increased rent cost. This ultimately impacted his relationship with his partner. He’s now voicing his concerns on the growing crisis.

“When you know your landlord’s going to raise the prices, you worry. It’s always in the back of your head. You lose sleep at night, literally you just sit on your balcony thinking ‘oh my goodness how am I gonna do that? How am I gonna make rent and food,” Malik said.

Malik said his previous landlord would increase the rent, which caused significant stress to him, noting he “burnt out” as it continued to creep up on him.

“Look at your fellow human beings, you know?” he said. “Doesn’t it bother you that somebody is now suffering because you keep jacking up to get more money? What I want is more people with a heart.”

‘It breaks my heart’

According to the Old Brewery Mission, the road back to stability for someone who becomes homeless is extremely complex and costly. However, they note that since 2021, their efforts have helped 500 people avoid homelessness.

“The housing crisis we’ve been living in since the start of COVID has made it even more intense and more difficult for those who are living on the edge,” said Hughes.

“The Old Brewery Mission’s prevention service is based on strategic collaboration with nearly 40 community partners, enabling rapid, targeted intervention for people at risk of homelessness,” said Georges Ohana, the director of homelessness prevention at Old Brewery Mission.

“We use a humane, carefully coordinated approach, supported by programs tailored to people’s diverse circumstances and our supportive housing services, to act upstream, before the situation becomes critical.”

Hughes explained that people living in low-income apartments are often the ones who are encouraged to have support. Specifically for those looking at alternatives if they’re being evicted, Hughes notes many suffer with cognitive problems and don’t understand the rules or their rights.

“It is now becoming one of our biggest sources of business. It’s not business what we want, by the way,” Hughes explained. “I think Montrealers understand that July 1st is, you know, not just a Canada Day celebration, that it is highly stressful, highly difficult for many low-income vulnerable fellow Montrealers.”

Hughes says last year 400 evictions took place within homeless encampments, with many of them suffering from the housing crisis.

He says more low income projects are needed, referring to the city’s recent plans of acquiring roughly 30 apartment buildings in Côte-des-Neiges–Notre-Dame-de-Grâce, where more than 700 social housing units were made available for the most vulnerable.

“Every year we see the numbers going up unfortunately and not just in Montreal in other cities as well. The homelessness crisis, the housing crisis that’s generating it is a Quebec issue now. It’s not just a Montreal issue,” Hughes said.

Providing a helping hand

Moe says within Montreal and among landlords, there is a lack of community and a continued presence of alienation among one another. He says despite everything, he’ll still ask and provide help to those struggling mentally — something he encourages others to do as well.

“When I ask, are you OK? I mean it. Are you OK? And I’ve had people come to me and they tell me no. You know what? I’m not OK. Literally crying on my shoulder. Telling me that they want to die. Because who’s ever listened to them?

“They feel like they’re not being heard.

Hughes echoes this sentiment by encouraging those who are struggling to email prevention@missionolbury.ca for support.

“We might be able to help those people who otherwise may actually need emergency services in homelessness which we don’t want. That is that is a worst-case scenario,” Hughes explained. “(Even) worst case of course is someone actually saying ‘oh my gosh, where am I gonna go? Like I literally have nowhere to go.’ So we need to make sure information is getting out.”

Hughes says Montrealers should begin having discussions with their neighbour, asking the difficult questions, with the goal of helping one another, in what he calls an “incredibly stressful time.”

Moe relays the same message, as Montrealers brace for the unknown come July 1.

“I find people are obsessed with money and materialism. I would like to see people with more heart, I think that’s the solution, compassion,” Malik said.

“You’re not alone. Hang in there. You got this. Feel your pain. You’re not alone.”