Creative Creative Works Shelter

Ad of the Day: Shelter’s stark photo campaign stresses homeless crisis

By Amy Houston, Senior Reporter

December 19, 2022 | 5 min read

As weather conditions worsen in the UK, the charity is highlighting the injustice of people that are left without a safe and warm place to live.

Shelter’s emergency helpline in England recieves more than 1000 calls every day / AMV BBDO

British charity Shelter has released a hard-hitting campaign that hopes to convey the severity of many people’s circumstances over the festive period. In ‘This is no place to call home’ viewers see a tent adorned with colorful lights situated under a dark bridge, a fairy-light-strewn bus shelter housing someone’s belongings, a damp park bench and a fairy-lit back seat of a car, all of which will be used as beds.

Across the country, Christmas can be one of the toughest times of the year and, according to the organization, thousands of people are waking up in the cold, not knowing where they will spend the next night.

Polly Neate, chief executive at Shelter said: “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. 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 tackle the injustice of homelessness.”

Creative agency AMV BBDO developed this work pro-bono.

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Credits

Client

Brand: Shelter

Head of acquisition Claire Whitney

Senior brand manager: Nick Martin

Senior designer: Hollie Joyce

Agency

Creative agency: AMV BBDO

Chief creative officer: Nadja Lossgott and Nicholas Hulley

Creative team: Laurens Grainger and Alicia Cliffe

Agency account team: Laura Balfour

Agency producer: Rhiannon Nicol

Agency designer: Mario Kerkstra

Media agency: MG OMD

Production

Company: Still Productions

Photographer: Simon Winnall, Picture Club

Director of photography: Louis Mackay

Stylist: Mim Quin-Harkin

Retoucher: Massive Face

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