U.K. housing charity Shelter has launched its “Fight For Home” campaign, created by London agency Who Wot Why, which shows the unfiltered truth behind the national housing emergency.
The campaign was created on the back of new research from Shelter showing that 1 in 3 in Britain (34%)–some 17.5 million people–are impacted by the housing emergency.
The campaign centers on a film showing real people (whose images are at times projected onto buildings) impacted by the housing emergency voicing their stories. The film was directed by Sarah Gavron, Independent Films’ director of BAFTA-winning Rocks, and Anu Henriques, and set to a track written and composed by the award-winning rapper, singer and songwriter, Wretch 32.
Shelter is calling on the public to join its Fight for Home and stand up against the injustice in Britain’s housing system. The idea behind the work is to move away from generic charity advertising tropes and to instill a sense of urgency and fight. The campaign’s rallying cry, “Fight for Home,” aims to cut through the apathy and get people to come together to fight for a solution.
Sean Thompson, ECD and founder of Who Wot Why, said: “With one in three impacted by the housing emergency, this isn’t just about street homelessness; it’s about people and families up and down the country who don’t have somewhere safe to sleep, and who are moving from sofa to sofa, trapped in often dangerous temporary accommodation, often cutting back on food to pay their housing costs, or living in fear of being evicted."
