Shelter campaign underscores the importance of social housing

The housing and homelessness charity’s new campaign reinforces the value of social housing to the nation, and calls for more homes to be built

Poster showing a Suggs from the band Madness. The photo is overlaid with the quote 'Our own place, affordable rent, our life was transformed'

Shelter’s new campaign, created by its in-house team, responds to the ongoing housing crisis which has left 1.3 million households on waiting lists for social housing in England, and more than 300,000 people in England homeless last winter – the focus of its 2023 Christmas ad.

Made in Social Housing highlights the value that (properly built, maintained and funded) social housing can bring to individual households and communities, with the uplifting tagline framing this as a badge of pride.

The ad features actor Eddie Marsan and Suggs from Madness, with online activity set to be supported by more famous faces, including presenter Gok Wan, actor Naomie Harris, and pundit and former footballer Micah Richards. The campaign will also be rolled out across podcasts, partnerships, and Shelter stores.

“Building social homes can put an end to the housing emergency. Made in Social Housing celebrates the playgrounds and the homes that have made so many people who they are, and highlights how communities benefit from social housing,” says Ed Cox at Yonder Media, which is supporting the campaign.

Made in Social Housing challenges current and future governments to do better, and comes at a crucial time, with a general election imminent. Housing and poverty will no doubt appear on party pledges and has already played a role in recent mayoral elections in the West Midlands, Manchester, London, and beyond.

Creative Director: Helen Jones
Creative Lead: Rhys Dando
Copy Lead: Pat Burns 
Creatives: Joe Seller, Brian Tonner
Production Company: Knucklehead