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Ad of the Day: Shelter mocks the government for its cost of living ‘hacks’

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By Hannah Bowler | Journalist

September 26, 2022 | 3 min read

Housing and homeless charity Shelter has subverted suggested money-saving ‘tips’ with this tongue-in-cheek campaign.

Shelter and Yonder Media out of home campaign

Shelter and Yonder Media tie for this cost of living campaign

The out-of-home (OOH) ads call on the government to do more to make housing affordable after Shelter research found that one in seven households had their rent increased last month.

Designed by Shelter’s in-house creative team, the billboards play on quotes by the media and politicians such as ‘Cancel your Netflix account,’ ‘Just work more hours’ and ‘Reuse your old teabags.’ Federica Martini illustrated the cartoon-style graphics.

Osama Bhutta, director of communications, policy and campaigns at Shelter, said: “Our campaign shows how these cost of living hacks are negligible in the face of the scale of the housing emergency. By making our audience look twice, we hope to raise awareness of the reality for struggling renters and show that it’s time the government takes action to make housing genuinely affordable.”

Yonder Media coordinated the media campaign, which runs across outdoor, social media and contextual sites such as Reddit, as well as an editorial partnership with Vice.

Shelter has also stocked pubs with beermats, painted a mural in Shoreditch and will target the Conservative Party Conference in Birmingham this October.

Credits

Creative director: Helen Jones

Creative lead: Benjamin Stevens

Senior designer: Hollie Joyce

Senior copywriter: Oliver Impey

Illustrator: Federica Martini

Designer: Sarah Baker

Animator: Monica Ng

Designer: Antony Wallis

Creativity Creative Works Cost of Living

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