Actor Eddie Marsan, singer Suggs from Madness, and presenter Yinka Bokinni, all feature in Shelter’s new campaign ‘Made in Social Housing’, which shows the diverse array of people that have lived in and benefited from social housing.

The campaign highlights the array of benefits of social housing such as secure tenancies and strong community to emphasise the need for more construction of social housing.

With more than 1.3 million households stuck on social housing waiting lists in England, and homelessness at record levels, the campaign seeks to remind audiences that people are missing out on the benefits of social homes because governments have consistently failed to build enough of them.

Spotlighting the urgent need for more social housing, the campaign calls on celebrities who have benefited to help provide more people with the same springboard to a better life.

The campaign has been created by Shelter’s in-house Creative Team, directed through Knucklehead and is being supported by Yonder Media. An emotive hero film sees the famous faces directly address the camera with a powerful dialogue: “We aren’t just born, we are made”. Audiences see images of the houses where each grew up, and pictures of the families inside.

“I was built from these bricks,” says singer Suggs underlining the powerful meaning of building a home versus a house. The spot ends the message that many don’t have the same opportunities due to a lack of social housing with the group saying “we need to be building more, we need to do better.”

“Our film is a rallying call to remind people that building genuinely affordable social homes is the only answer to the housing emergency. Living in an affordable, safe and secure home, allows people to get on with their lives, without the dread of a sudden rent hike, eviction or the threat of homelessness. It allows people to be part of their local community and stay close to where they work. It lets them live near where their children go to school and where their support networks are. Decent social homes can help people to shape their future and ultimately build a better life.” explains Helen Jones, Creative Director at Shelter.

Alongside the star-studded film, other celebrities such as Gok Wan, Naomie Harris,  Micah Richards, Ashley Madekwe, and George Clarke will also be supporting the campaign online.

The campaign launched on 8th May and will run for seven weeks across TV, online and podcasts in England. Going beyond the traditional paid media experience, the integrated campaign includes touchpoints across Shelter shops and partnerships.

Bringing to life the emotional benefits of having a solid home, as well as the practical benefits of social housing in preventing homelessness and instability, the famous faces show the success stories of social housing to prove the urgent need for more.