AMV BBDO’s latest thought-provoking work for housing charity Shelter brings to light the harsh reality facing homeless people at Christmas time, as they battle through sub-zero temperatures and intense loneliness over the festive period.
“This is no place to call home” was developed pro-bono by the agency to highlight the juxtaposition between the traditional idea of a warm and cosy Christmas with the bleak conditions facing the homeless as families gather up and down the country.
The out-of-home-led campaign will be featured on billboards across the UK from today (19 December), with all assets containing a call-to-action encouraging the public to donate to Shelter.
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“It’s truly shocking that so many thousands of people in England are currently homeless or facing homelessness, especially as the temperatures plummet and we approach Christmas,” Shelter CEO, Polly Neale said.
“This campaign is a stark illustration of homelessness and I hope everyone who see it is encouraged to join Shelter in our fight against the housing emergency. It’s only with the public’s support that we can be there for people this winter and stand against the injustice of homelessness.”
Launching in the midst of a worsening housing crisis and a particularly bitter spell of Arctic weather, the campaign follows a warning put out by Shelter last month that 70% of callers to its helpline have said that the cost-of-living crisis is making their housing situation worse.
