Shelter’s Unique Christmas Campaign
Many brands leverage Christmas as an opportunity to portray their identity in a warm and family-friendly manner. However, this joyful narrative doesn’t resonate with the reality experienced by many people worldwide. This awareness led Shelter to adopt a different approach on their Christmas campaign in the UK this year. Shelter – Good as Gold.
Maddy’s Christmas Quest: Good as Gold
The campaign follows the story of an eight-year-old girl, Maddy. She believes that by behaving well, she will receive what she wants for Christmas. Convinced that good as gold behavior is the key to receiving her desired Christmas gift, she goes above and beyond to be on her best behavior. Maddy helps women with their groceries and gives up her bus seat. She also completes her homework well and doesn’t run in the school hallway. Her utmost priority is ensuring that nothing impedes Santa from granting her the present she longs for – a home.
Disappointment on Christmas Morning
But all her efforts were in vain. On Christmas morning she woke up with disappointment and wondering what she did wrong.
Don’t Panic London’s Creative Craftsmanship
Don’t Panic London crafted the campaign. The film vividly portrays the real-life challenges faced by thousands of individuals grappling with homelessness in the UK. It brings attention to the 131,000 children residing in temporary accommodations this Christmas, marking a significant rise from the 10,000 recorded last year.
Real-Life Challenges: Shelter’s Portrayal
Polly Neate, Chief Executive of Shelter, expressed the organization’s commitment to assisting thousands of families facing homelessness this Christmas as winter approaches. She emphasized that Shelter is actively working to provide support.
Polly Neate’s Commitment
Neate also highlighted the increasing number of people reaching out to Shelter for help. Additionally, she emphasized the crucial role the public plays in assisting those in need and called on the community to contribute in any way possible. Neate stated that collective efforts can make a significant impact in supporting families facing homelessness this winter.
