Medium and message: Shelter

Shelter's new-media campaign aims to make the Government reconsider its policy on overcrowded housing.

Housing charity Shelter has launched its first new-media campaign with an online advert directed by Armando Iannucci, writer and director of the cult comedy series I'm Alan Partridge.

The ad, launched last month to coincide with a statement by the charity that nearly a million children in the UK live in overcrowded housing, is a spoof news broadcast.

Jon Snow, the Channel 4 News presenter, provides the voiceover as the camera follows a politician on the campaign trail. The politician plucks a baby out of the arms of its mother in the crowd and has his picture taken with it before lobbing the child high over his shoulder.

The ad is designed to draw attention to what Shelter describes as the Government's "continued neglect of children" through its policy on overcrowding. The viral advert was emailed to Shelter campaigners and posted on YouTube and the charity's own website.

Emma Guise, a press officer at Shelter, says: "The intention was to get the message out there and hope that it gathered momentum once it was passed from person to person. So far, it has been viewed more than 1,200 times on YouTube."

To view the advert, click <a href="http://www.youtube.com/watch?v=111d887gyak">here</a>.

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