New research from UK-based housing charity Shelter shows that 1 in 3 in Britain (34%) – some 17.5m people – are impacted by the housing emergency.
To combat the crises, the advocacy group launched a new campaign, ‘Fight For Home’, created by Who Wot Why, which shows the unfiltered truths lurking behind the national housing emergency.
The ‘Fight for Home’ campaign was directed by Independent Films’ directors Sarah Gavron and Anu Henriques and set to a track written and composed by the award-winning rapper, singer and songwriter, Wretch 32.
The campaign also launches Shelter’s new brand identity, developed by WPP global brand agency Superunion. Using the visual language of protest, the new logo combines the iconic shape of a roof with a positive upwards arrow: an urgent symbol that invites participation and demands change.
With this new brand and campaign, Shelter is calling on the public to join its Fight for Home and stand up against the injustice in Britain’s housing system.
Willow Williams, Head of Marketing at Shelter, says, “The housing emergency has escalated to staggering levels, impacting the lives of one in three of us. Meanwhile, the global health crisis has made things a whole lot worse. This situation demanded an urgent and unflinching campaign to inspire everyone to join Shelter in the fight for home.”
Sean Thompson, executive creative director and founder of Who Wot Why, adds, “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.