Shelter has seized on the hype surrounding the climax of Channel 4's Big Brother to launch a stark campaign showing the real face of eviction.
The campaign, which kicked off on Friday to coincide with the show's final evictions, asks the public to vote to keep two people in their homes by sending a mobile phone text message and donating £1.50.
"Big Brother has put the word 'eviction' into everyday conversation, but the truth is that real evictions are grim, traumatic and very distressing," said Shelter director Adam Sampson.
The advert first appeared in the Daily Star, Big Brother's official newspaper.
It then became a pop-up box on the show's web site.
Over 100,000 users have viewed the web advert so far and, of them, more than 1,100 people have gone on to visit Shelter's web site.