What is it?
Shelter has launched Homes for London, a campaign to demand that London’s next mayor gives housing the same profile as transport.
The charity has based the campaign around the concept of an agency called Homes for London – a parallel to Transport for London – which doesn’t yet exist. Like TfL, Homes for London would be a public-facing agency that has responsibility for London’s housing.
So what has Shelter done?
The charity has created a new website that features a video about the campaign, an online petition and a housing ‘journey planner’, which allows users to track their own housing futures. They input the area they want to live in and their type of dream accommodation, and then see messages about how much it costs to live there and how long it would take to save for a deposit. The website also features up-to-date news on housing in London.
How is it being promoted?
Shelter has teamed up with the London Evening Standard to target the paper’s print and digital audiences. Social media activity will be managed in-house and will focus on a Homes for London Twitter feed and Facebook page, alongside a series of vox pops and three videos, which will be available to watch on the campaign website or on YouTube.
You can view one of the videos here:
Shelter has also enlisted the graffiti artist Eine to donate his time to the campaign and paint a wall in his distinctive lettering in Great Eastern Street to support Homes for London.
Third Sector verdict:
The Homes for London concept is clever because it has been based on the existing TfL organisation, which the public will recognise and be able to relate to. The journey planner is an effective tool to highlight how difficult it can be to find affordable housing in the capital, while the website also provides a hub where people can turn to to get the latest news on housing.