Dare Create 'Ryan's Battle' for Shelter

Shelter – the housing and homelessness charity - has launched a Christmas campaign featuring a film aimed at raising awareness that there will be 75,000 children homeless in Britain this Christmas Day.  

 

The numbers of homeless families have been rising steadily over recent months, and of particular concern is the increase in families with children forced to live in B&Bs, which has increased by 57% over the past twelve months.1

 

The film was developed by DARE and describes the moment that a mother and her son are forced to leave their home. The spot opens with the son, Ryan, lost in his imagination playing with his action man at home. He is oblivious to the fact that life as he knows it is about to be turned upside down. As the bailiffs take control and their belongings get taken away, Ryan drops his action man and as the truck pulls away, he leaves not only his toy but his life behind. 

 

The spot ends with Ryan lying in a cold, dark room in temporary accommodation painfully remembering the life he used to have, reinforcing the point that being homeless doesn't necessarily mean that people are living on the streets but rather in B&B’s, emergency hostels or awful quality housing.

 

Last December, Shelter’s helpline and local advice centres helped more than 1000 people at risk of becoming homeless over the festive period.  This December the charity is expecting even greater numbers of people who have nowhere else to turn to contact them for help. Shelter is calling on people to support its vital work in helping families when the worst has happened. 

 

The film breaks on 12th December and will be aired across the following digital channels: 4OD, ITV Player and YouTube (http://www.youtube.com/sheltercharity).

 

Campbell Robb, Chief Executive of Shelter said: “It’s easy to think of homelessness as single people sleeping rough.  What people don’t often consider is the rising numbers of families who, through no fault of their own, have lost their home and have no permanent roof over their heads. For people with children, ‘sofa surfing’ with friends and family often just isn’t a realistic option.” 

 

The main triggers for homelessness include relationship breakdowns, job losses and landlords ending renters’ tenancies.

 

Campbell Robb continued: “No child should be homeless at Christmas. Every December, Shelter’s helpline and advice centres deal with thousands of people at risk of losing their home. We need everyone’s support in the coming months so our advisors can help prevent families from becoming homeless, and help them into a home if the worst should happen.”

 

Toby Horry, Managing Director at Dare says “As a parent the thought of not being able to give my kids a home is horrific.  But for thousands of parents that is a reality that they are having to face this Christmas usually through no fault of their own.  When Shelter approached us and let us know the scale of the problem I was keen that we were able to help as much as we possibly could and I hope that we've made a film that will make a difference."

 

Visit shelter.org.uk to make a donation or Text HOMES to 87085 to give £3 to Shelter emergency Christmas appeal.

 

 

Credits:

 

Project name: Ryan’s Battle 

Client: Shelter, Ali Walker, Head of Digital Fundraising. Matt Warrilow, Senior Digital Fundraising Executive

Brief to DARE 

Creative agency: DARE 

Creative: Dipesh Mistry 

Creative: Rob Graves-Morris

Planner: Damian Mckeown/Toby Horry 

TV producer: Bradley Woodus 

Designer: Anna Leapman 

Production Company: Mustard 

Production Company Producer: Lucy Hayes 

Director: Ben Liam Jones 

Editor: Marshall Street, Patrick Ryan 

Post House: MPC 

Sound: Pure - Soho

Exposure: Online