| Philosophy | Housing charity Shelter today launches a new campaign, ‘Fight For Home’, created by Who Wot Why, which shows the unfiltered truth behind the national housing emergency. The campaign was created on the back of new research from Shelter showing that 1 in 3 in Britain (34%) - some 17.5m people - are impacted by the housing emergency. The ‘Fight for Home’ campaign centres on a film showing real people impacted by the housing emergency voicing their stories. It is directed by Independent Films’ director of Bafta-winning ‘Rocks’, Sarah Gavron and Anu Henriques, and set to a track written and composed by the award-winning rapper, singer and songwriter, Wretch 32. Bold headlines will appear on outdoor, print and online ads, highlighting uncomfortable truths behind the emergency. The ads feature powerful black and white portraits of people affected by the crisis, shot by acclaimed photographer Tom Cockram. The work breaks in England and Scotland on 26 May and runs for a month, with a second burst of activity planned for October. It will be delivered across TV, OOH, press, digital and social, and complemented by an integrated content partnership with VICE Media. All media was planned and bought by Yonder Media. The campaign launches Shelter’s new brand identity, developed by WPP global brand agency Superunion, with the housing charity going back to the spirit of activism in which it was founded in the 1960s. Using the visual language of protest, the new logo - visualised by a red arrow and created from red brush strokes - combines the iconic shape of a roof with a positive upwards arrow: an urgent symbol that invites participation and demands change. The charity’s purpose was developed by WPP’s The Sustainability Practice at Ogilvy. With this new brand and campaign, Shelter is calling on the public to join its Fight for Home and stand up against the injustice in Britain’s housing system. The idea behind the work is to move away from generic charity advertising tropes and to instil a sense of urgency and fight. The campaign’s rallying cry, ‘Fight for Home’, aims to cut through the apathy and get people to come together to fight for a solution. |
