SHELTER

Shelter’s winter campaign strategy aimed to highlight the record number of children currently living in unsafe or unfit temporary accommodation. The overarching campaign concept was “All We Want for Christmas.” We were tasked with creating a winter appeal that aligned with this central theme and the World of Our Own TV advert, which depicted the power of young children’s imagination to transport them beyond their immediate temporary accommodation situation.

My approach was to use photographic stills and visual elements from the TV advert, combined with real case studies that also illustrated the grim realities of temporary accommodation. This resulted in a direct mail piece that seamlessly integrated with the wider messaging of the campaign.