To move away from generic charity ads and instil a sense of urgency and fight. The rallying cry of our campaign is “FIGHT FOR HOME”. The campaign shows the strength shown in people despite the injustices they are facing. Our ads uncover shocking truths paired with real faces to make each truth a personal one.

This campaign is the beginning of Shelter’s rebrand. The charity are going back to their roots of being the plucky, challenging activist. We are bringing this spirit to the campaign by calling out the crisis at hand, as well as the real people and families suffering. This campaign insights shock and rage to call for urgent and necessary action.