Stars highlight need for quality social housing in new Shelter campaign


Housing and homelessness charity Shelter has launched a new campaign urging people to help end the housing emergency by supporting the building of more quality social homes.

Shelter ‘Made in Social housing’ campaign

‘Made in Social Housing’ celebrates the benefits of social housing, from the long-term secure tenancies with rents tied to local incomes, to the sense of community it provides, which offer people a springboard to build better lives.

With more than 1.3 million households stuck on social housing waiting lists in England, and homelessness at record levels, the campaign reminds audiences that too few people are able to reap the benefits of a social home because successive governments have consistently failed to build enough of them.

It was devised by Shelter’s in-house Creative Team, directed through Knucklehead and is being supported by Yonder Media.

The campaign features a range of people, who have all lived in, and reaped the rewards of social housing, including well-known faces like actor Eddie Marsan, singer Suggs from Madness, and presenter Yinka Bokinni, who feature in the hero film.

Celebrities such as Gok Wan, Naomie Harris, Micah Richards, Ashley Madekwe, and George Clarke will also lend their support online.

The campaign breaks today (8 May) and will run for seven weeks across TV, online and podcasts in England.

Going beyond the traditional paid media experience, the integrated campaign includes touch points across Shelter shops and partnerships.

Helen Jones, Creative Director at Shelter, said: “Our film is a rallying call to remind people that building genuinely affordable social homes is the only answer to the housing emergency.

“Living in an affordable, safe and secure home, allows people to get on with their lives, without the dread of a sudden rent hike, eviction or the threat of homelessness. It allows people to be part of their local community and stay close to where they work.

“It lets them live near where their children go to school and where their support networks are. Decent social homes can help people to shape their future and ultimately build a better life.”

Ed Cox, Managing Director at Yonder Media, said: “Building social homes can put an end to the housing emergency.

“’Made in social housing’ celebrates the playgrounds and the homes that have made so many people who they are, and highlights how communities benefit from social housing.”