In 2022, the nation’s attention was absorbed by the cost-of-living crisis. Though for most of us it felt like the price of everything had skyrocketed overnight, the cost of housing has in fact been rising for decades, leaving 17.5 million people across the UK living in unstable or unaffordable accommodation. Shelter wanted to put pressure on the government to resolve this emergency, so we set out to get people talking about the cost of housing, not just the price of petrol and pasta.

Our campaign had a significant impact on support for Shelter’s mission, driving a 22% increase in belief in cause and a 41% year-on-year increase in donations over the campaign period. Crucially, the campaign started a national conversation about affordable housing as a real solution to the cost-of-living crisis, with a 90% increase in buzz and over 100,000 likes and shares of our campaign on social media.