Media: Strategy Analysis - Shelter stages Un-Ideal Home Show.(Hooper Galton, Monkey Communications, and Johnson Banks contracted)

 
Brand: Shelter 
Brief: To raise awareness of the plight of the one million children 
living in poor conditions 
Target audience: ABC adults 
Budget: Less than pounds 150,000 
 
AGENCIES 
Media: Monkey Communications 
Creative: Hooper Galton 
Design agency: Johnson Banks 

To most people, Shelter was a well-respected 'homelessness' charity, concerned with getting people away from living on the streets and into housing. Yet, in reality, 'street homelessness' was only a small element of the charity's work.

Shelter has always worked with people who, while not necessarily consigned to living on the streets, live in unfit, temporary, or insecure housing. But the public were largely in the dark about this huge - but hidden - problem of bad housing.

When Hooper Galton began working with Shelter, the charity's biggest problem was that its 'issue' wasn't an 'issue' in many other people's minds.

All of this meant that Shelter was in danger of slipping down the league of 'must-support' charities.

With a very limited budget, it was felt that a bold approach was the only way forward. The strategy was to focus on the one million children living in sub-standard housing conditions in the UK. The agency decided to relate the message during moments when people were thinking about their own housing situations.

The UK spends more money per head on DIY and watches more home improvement television programmes than any other nation in Europe. This meant an array of touch-points existed to engage the public with Shelter's message, but it also left an opportunity for a focused campaign around one event in particular - the Ideal Home Show at Earl's Court during October.