SHELTER HOUSING EMERGENCY CAMPAIGN

Hacked off: taking a stand for renters.

Creative Review Annual 2023: Commended ⚡️

The cost-of-living crisis is pushing renters to breaking point, and the government is sitting back while rents spiral out of control.

From reusing your old teabags to putting on another jumper, taking shorter showers to just ‘working more hours’ – as one politician suggested, the news is full of ways to survive the worst cost-of-living crisis in the UK since the 1950s.

The integrated campaign highlighted how the unaffordable cost of renting is putting ordinary people at risk of homelessness by contrasting ridiculous cost-of-living hacks with an alternative solution; that the government takes responsibility for the crisis. 

The hacks were intended to contrast the disparity between the advice often thrown out by media and politicians, with the only solution which can solve the problem; that the government could make housing more affordable. 

The campaign ran across outdoor, social media, contextual posts on sites such as Reddit, as well as an editorial partnership with Vice. It also included the use of beermats in pubs across the country designed to stimulate conversation, a special mural in Shoreditch which was unveiled over several days, and tailored creative outside the Conservative Party Conference in Birmingham.

Upon launch the campaign was featured by The Drum as their ‘Ad of the Day’.

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