The lead-up to Christmas should be the most exciting time for a child: the anticipation and excitement, the wondering if they have been good enough to deserve that amazing new toy car. But for thousands of children spending Christmas in temporary accommodation, there are more heart-breaking thoughts on their minds: 'How will Santa find me if we move away from home?' 'I have been so good, why is Santa not giving me a home?'
Shelter’s Winter Campaign is the most important income-generation appeal of the year. With a shocking 139,000 children spending Christmas in temporary accommodation in 2023, we spearheaded the campaign with messaging from a child's perspective, aiming to tug at heartstrings and encourage donations. Using letters to Santa as a device, we educated people about the harsh conditions children face in temporary accommodation. Through posters, social media content, and an installation at King's Cross station, we successfully captured the attention of supporters and politicians. One MP even referenced the campaign in their address to Parliament!
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The installation at Kings Cross got the attention and support of celebrities like Mandip Gill and Louis Theroux, who dropped by to help increase traction and donations.
As Christmas approached, we ran a few ads on social media that put a spin on popular Christmas songs, aiming to highlight the dreadful conditions in temporary accommodation.
