Shelter - 2011 campaign
Founded in 1966 in London, Ken Loach’s ‘Cathy come home’ was pivotal in establishment of the charity.
They aim to help people with homelessness and bad housing. Gives advise and lobbies goverment to make changes to improve housing.
Campaign launched in 2011 to encourage people at risk of losing their home to ask for advise earlier.
Main focus of campaign is poster ads, but Facebook and mobile messaging are also used.
“It was crucial to us that the creative has the ability to shock and stand out but without resorting to gimmicks. We wanted people to empthasise, to never lose sight of the real people, the real faces impacted by the current economic and housing situation”
Purpose:
To campaign
To provide information
Aims:
The aim of the campaign is to raise awareness of homelessness arising in todays society, especially with the recession and the current climate, which is relatable to many people in todays society because it coincides with the issue of debt which people are faced with.
Some of the slogans used to really catch the eye of the reader include, ‘but where we will live?’ This is a good clear message which gets the information across in a direct manner as this could happen to anyone.
1 in every 200 people are homeless. In Britain the homeless count was around 320,000 at the beginning of 2018.
Generic Codes & Conventions of Charity Ads
>The creation of sympathy for the subject of the charity (use facts and statistics)
>The creation of empathy for the subject of the charity (use images - how would you feel if you were in their shoes?)
>Shock - makes you feel that you have to contribute to the charitable cause (disturbing images)
>Charity name/logo
>Slogan
>image of victim maybe isolated
>Sombre mode of address
>Use of colour associates with brand
>Web address
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