SHELTER (SOCIAL CONTEXT ETC)

Question 1

What is Shelter?

Answer 1

• A uk-based housing and homelessness charity founded in 1966. It provides support and legal advice to those facing housing issues, as well as lobbing the gov for new policies around homelessness. It relies on public donations making advertising crucial for awareness and fundraising.

Question 2

What does Shelter do?

Answer 2

It provides support and legal advice to those facing housing issues, as well as lobbing the gov for new policies around homelessness.

Question 3

What is the Shelter campaign?

Answer 3

A campaign lauched in 2011 to encourage individuals facing housing problems to seek advice promptly.

Question 4

When was the campaign lauched?

Answer 4

2011

Question 5

What was the aim of the campaign?

Answer 5

• Aimed to address the statistic that 50% of people don’t seek external advice when encountering housing problems,

Question 6

Who was the advert developed by?

Answer 6

• the agency Amplify (on a pro-bono basis)

Question 7

Where was the advert displayed?

Answer 7

• The posters were displayed for 6 weeks.
• In 4 towns recognised as hotspots for housing issues.
• Digital divergence- also distributed via Facebook and mobile messaging platforms (to reach broader audiences)

Question 8

Social context- 2008 financial crisis and its aftermath

Answer 8

• The campaign was just 3 years after the global financial crash of 2008, which led to rising unemployment, inc debts and higher eviction rates.

The advert was culturally relevant!

Question 9

Social context-Goverment austerity measures- 2010

Answer 9

In 2010, the UK government (under David Cameron) introduced austerity policies, cutting public services, welfare, and housing benefits. This made it harder for people to access housing support, increasing homelessness and eviction risks.

Question 10

Social context: Reluctance to seek help

Answer 10

• The campaign addressed the reluctance of people to seek help, as statistics showed that 50% of people facing housing issues did not reach out for advice.

Question 11

Social context- Shift Towards Digital & Targeted Advertising

Answer 11

Charities like Shelter adapted to digital marketing trends to reach younger audiences and those who might not engage with traditional charity appeals