Shelter taps into celebs’ upbringing with ‘made in social housing’ campaign

Housing and homelessness charity Shelter is celebrating the benefits of social housing by tapping into celebrities who are proud of being bought up in those communities.

The new campaign, ‘Made in Social Housing’, features a range of people, who have all lived in, and reaped the rewards of social housing, with well-known faces including actor Eddie Marsan, singer Suggs from Madness and presenter Yinka Bokinni all featuring in the hero film.

Further celebrities, such as Gok Wan, Naomie Harris, Micah Richards, Ashley Madekwe and George Clarke will be lending their support online.

By celebrating the benefits of social housing – from the long-term secure tenancies to the sense of community it provides – the campaign is urging people to recognise that building more quality social homes will help end the UK’s current housing emergency.

Launching today (8 May), the campaign will run for seven weeks across TV, online and podcasts in England. Going beyond the traditional paid media experience, the integrated campaign also includes physical touch points across Shelter shops and other partnerships.

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

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

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 benefit from a social home.

Shelter’s creative director Helen Jones 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.”

Yonder Media managing director Ed Cox, added: “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.”