Shelter hires LMFM for online business

Shelter, the homeless charity, has appointed Lean Mean Fighting Machine to handle its digital advertising following a three-way pitch.

The agency beat Hooper Galton and SP15 to the account. Its first task is to create an online campaign to promote the Shelter brand and the Know Your Rights initiative and website, which offers online advice on housing to 16- to 25-year-olds (www.shelter.org.uk/knowyourrights).

The campaign will run across social networking sites, targeting students and young people, with the aim of getting them to recommend the website to their peers.

Tom Bazeley, the managing partner at LMFM, said: "Advertising in the charitable sector is getting trickier. Know Your Rights has a more optimistic take on UK housing problems. Hopefully, this will make for a more interesting, more effective campaign."

Imogen Wilson, the head of marketing and brand for Shelter, said: "The Know Your Rights website is the only online housing advice service for young people. LMFM has come up with a fresh, positive and engaging campaign."