Shelter


Shelter
The anti-homelessness charity, which handles all comms in-house, made strides to convey its message to a wider audience in 2017.

Coverage of its Christmas campaign was 46 per cent higher than in 2016. Five homeless families were given video cameras to film their lives. The footage featured on Channel 4 News alongside a debate. The package reached 9.7 million TV viewers and 4.2 million online.

Shelter used FOI requests to uncover the extent of ‘land-banking’ among affordable-housing developers. The resulting widespread coverage helped win important policy reform.

The charity focused on headline-grabbing news angles, including ‘sex-for-rent’, a term coined by Shelter that was widely picked up by the media.

It ran reactive campaigns, jumping on the Universal Credit debate by reporting on areas with the least-affordable rents. These led 52,000 people to sign Shelter’s petition and 7,000 to write to their MP. Later, the Chancellor announced a £125m fund to help those in most need.

The charity campaigned for people to lobby their MPs on the second reading of a Bill aimed at ensuring a tragedy like the Grenfell fire never happens again. It was timed to coincide with an exclusive investigation with BBC Radio 5 Live and The Guardian. The Bill passed.

Shelter secured over 3,600 pieces of coverage over 2017, but its contribution to influencing laws, policy and public perceptions is the lasting legacy.

Judge's comment:
"Outstanding achievements by this agile and creative team putting beneficiaries at the heart of what they do"

Executive Summary
Under fresh new direction, Shelter's media team has pushed the boundaries of charity PR to achieve phenomenal results and position itself as one of the UK's most successful in-house press teams. As the leading voice on homelessness, we provide a leadership role for the wider sector in raising the profile of the issue and gathering broad public support to tackle it. Handling 100% of our PR in-house, our collective skills, energy and can-do attitude means we seize every opportunity while our eagerness to innovate puts us ahead of the curve in this constantly evolving age of media - old and new.