Homelessness charity Shelter has created a heart-rending imaginary world in a bid to escape the harsh reality of temporary accommodation for its 2024 Christmas campaign.
Developed by purpose-led creative agency Don’t Panic, ‘World of Our Own’ comes off the back of alarming figures from the Ministry of Housing, Communities and Local Government that show over 150,000 children in England are currently homeless and living in temporary accommodation.
This marks an increase of 20,000 since last year and is the highest figure ever recorded, underlining how vital the charity’s work is – especially at a time of year when families should be relaxing and coming together.
The creative centres around a make-believe space adventure that a father has devised while playing with his daughter as they deal with the stresses and strains of living in temporary accommodation.
“As a record 150,000 children face the prospect of spending winter stuck homeless in temporary accommodation, this film lays bare the stark and brutal reality that so many families are forced to experience. A grotty hostel or a cramped bedsit, with precious little room to sleep or play, is no home for anyone. Yet, this is where a heart-breaking number of children will be waking up on Christmas morning,” Shelter CEO, Polly Neate said.
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“Through the winter months, and all year round, Shelter’s expert advisers, across our community services, emergency helpline and online advice services, are doing all they can to support families to find or keep hold of a safe home. We need the public’s help and donations, now more than ever, to help us to be there for thousands of families who need us this winter.”
Working closely with Don’t Panic, Shelter’s campaign was informed by real insights and experiences from people who have lived experience of temporary accommodation, including living with mould and damp, harsh and crowded living conditions, and the deep emotional distress.
Directed by Nicholas Goffey and Dominic Hawley, the films ends with the poignant tagline: “Love alone can’t protect a child from homelessness. But your donations could help.”
Don’t Panic creative partner, Rick Dodds added: “The thing that struck me the most when I met parents who lived in temporary accommodation with their children, was how hard they had to work to protect them from the harsh reality of everyday living. We heard some incredibly moving stories, and we felt our job was to portray the love and hard work a parent puts in to keep them safe.
“We want the public to really cherish the relationship between the father and daughter and to see a little bit of their own relationship in the one that’s portrayed on screen. I don’t think there’s a parent on the planet who won’t be moved by the look on Dad’s face at the end of the film.”
