Homelessness charity Shelter has released its winter TV ad ‘Brave Face’ to highlight the fact that around 119,500 children will be homeless this winter.
The harrowing one-minute spot follows the day-in-a-life of a young boy forcing himself to smile through his struggles.
Throughout the duration of his day, the boy misses out on pudding at school, receives bad grades from teachers and lets a goal in when he plays football with his mates. Through all of this however, he persists on smiling.
Towards the end of the day, when the young lad leaves school he realises that he and his mum will be spending the Christmas holidays in a bedsit. In the closing seconds of the video, the ad reminds viewers that no child should ever have to put on a brave face and be without a home.
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Produced by creative agency Don’t Panic, the campaign will feature across TV and social media channels.
Prior to the release of this advertisement, Shelter launched a campaign that rejected cost-of-living crisis ‘hacks’ and instead called on the government to make housing more affordable.
One advertisement read: “Cost-of-living hack #14 Just work more hours! OR the government could make housing more affordable.”
