shelter

What was the purpose of the 2011 Shelter campaign? 

Campaign launched in 2011 to encourage people at risk of losing their home to ask for advice earlier Main focus of campaign is poster ads, but FB and mobile messaging also used the poster campaign initially launched in four towns identified as hotspots for housing problems, and ran from 21 August for six weeks 

Who were the target audience?  

 . It was a very specific audience that focused on people in housing trouble who were uncertain of their rights or the possible assistance available to them-legal, financial. The three posters focused on those facing unemployment and threats to housing; help for supporting rights of tenants; the help available for tackling house issues arising from debt. The posters were not aimed at the wider public but targeted at those in need who were not accessing the services available to them through their lack of awareness or organisations such as Shelter. The adverts, of course also contributed to the wider public awareness of Shelter and its work and may in turn lead to public support and donations-people in the abc1 demographic 

How was the campaign funded? 

Funding- their funding came from the Government, local government and the voluntary sector with Shelter providing a large proportion of the funding. 

How is this campaign different from other charity campaigns? 

Shelter helps millions of people every year struggling with bad housing and homelessness. They do this by giving expert housing advice on the phone, online and face to face. They also attend court to defend people at risk of losing their home. They provide special support services to help families keep their home or settle into a new one. And het campaign to tackle the root causes of the housing crisis so that, one, no one will have to turn to us for help. 

How has MEDIA LANGUAGE been used within this campaign? 

The campaign, created by Amplify and produced on a pro-bono basis, consists of three outdoor posters showing an extreme close-up of three people. Each poster depicts a different challenge that can affect the security of people’s homes with personal situations change, such as losing a job and the impact of paying off debt. The posters use the strapline “we can help”.  

What groups are REPRESENTED in this advert? How are they represented to the audience? What might be the potential impact of this representation 

Shelters aim was to measure the impact of the campaign by tracking traffic to its website and by monitoring attitudes to housing in the areas the ads were run in. Kay Boycott, director of campaigns, policy and communications at Shelter, said: “in these tough economic times, more and more people across the country are struggling to keep their heads above water and are in desperate need for our help”.