Shelter 'real homes' by Leo Burnett
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.