Shelter is highlighting the legacy and influence of social housing with a new campaign that showcases how many of Britain’s top stars, including Adele, Paul McCartney, Dave, Jacqueline Wilson, Liam and Noel Gallagher, Chloe Kelly, Sir Geoff Hurst and more, have been shaped by growing up in local authority accommodation.
Created by Shelter’s in-house team, with media planning and buying handled by Beyond, the campaign launches as homelessness in England has reached record levels in recent years, with many more people in urgent need of a genuinely affordable social home.
Through the creative concept ‘Foundation to Thrive’, Shelter is showcasing the achievements, big and small, that have been made possible by the legacy of social housing, much of it built by councils that understood the needs of their communities.
Through celebrating the impact of social housing on culture and everyday life, the campaign makes the case for a new generation of social homes, urging the Government to remove the barriers stopping councils from building them. Using their local knowledge and community connections, councils are best placed to deliver social homes that serve both local people and future generations, Shelter believes.
As part of the launch, Beyond has delivered a digital-first strategy across Meta, Reddit and YouTube to distribute the campaign film, to share the compilation of people and moments that have flourished thanks to social housing.
This is supported by local media activity across London, Manchester, Birmingham, Liverpool and Leeds, combining high-impact physical media including full-page press placements and prominent OOH at London Waterloo with geo-targeted audio and social activity; a media strategy which aims to ensure the issue feels both urgent and locally relevant to communities across the country.
Shelter head of creative and production Leanne Ainsworth said: “Our campaign is a powerful celebration of people who were born or raised in social housing, bringing together treasured cultural icons and everyday heroes. It highlights the extraordinary foundation social homes provide, and why we need to build more for future generations.
“Look around and you’ll find someone remarkable who started out there – from your local primary school teacher, through to Adele and Dave… the impact speaks for itself.
“I’m incredibly proud of this campaign and the team behind it. Having grown up in social housing myself, I understand first-hand how important this kind of representation is. The film will be supported by an OOH campaign highlighting the success and sense of community that thrive in areas where social housing plays a central role.”
Beyond partner for media, data and effectiveness Ed Cox added: “This campaign marks our first major launch since being reappointed as Shelter’s media partner, and the timing could not be more critical.
“The housing emergency is a systemic challenge that requires bold, high-visibility solutions. It has been brilliant to partner so closely with Shelter’s talented in-house creative team; that collaborative spirit allowed us to build a media strategy that perfectly amplifies the ‘Foundation to Thrive’ vision, ensuring this vital message lands with precision both nationally and within local communities.”
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