Shelter 'real homes' by Leo Burnett

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Leo Burnett has devised and developed this campaign, which it then proposed to homeless charity Shelter and the upmarket real estate agent Douglas & Gordon. House buyers browsing in the window of upmarket estate agents Douglas & Gordon will be confronted with appalling pictures of genuine dilapidated and dangerous housing that thousands of families live in across the capital. As well as the shocking images, the ads contain statistics about the terrible living conditions that over 1m children across the UK face every day. There are currently 63,120 homeless families trapped in sub-standard temporary accommodation in London, including 83,962 children. More than 260,000 children are living in overcrowded housing in the capital. Shelter is lobbying the government to build 16,000 social rented homes between 2008 and 2011 in London that could help lift 42,000 children out of bad housing. The ad also includes a link to the charity's website: www.shelter.org.uk.

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Released: 08 March 2006

Credits

Project name
Real Homes
Client
Ivor Dickinson, managing director of Douglas & Gordon, and Clare Davenport, business development senior account manager at Shelter
Brief
To drive awareness of the housing crisis currently facing the UK, where thousands of people live in substandard, often dangerous conditions.
Creative agency
Leo Burnett
Writer
Clark Edwards, Nicholas Pringle
Art director
Clark Edwards, Nicholas Pringle
Planner
Kofi Amoo-Gottfried, Gary Simmons
Typography
Rory Neighbour
Photography
Michael Thomas Jones, Nick David,
Photographer's agency
Shelter
Exposure
Douglas & Gordon window cards, double-page spread in the Douglas & Gordon publication Bridge Magazine and on the Douglas & Gordon website

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