Shelter Advert Notes

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SHORT NOTES ON SHELTER:
  • Shelter is a charity for homeless people who tend to focus more on low-income people.
  • Campaign came out in 2011 and this was when the conservative co-emission government decided to cut the spending by 60% which led to a catastrophic effect on lower income who couldn't really afford it.
  • The advert presents issues that could happen to anyone. 
  • Using Shelter for help & advice to avoid being homeless.
  • Reaches out to everyone; the primary audience are people who are at risk of being homeless and the secondary audience are people who are able to donate. 
ANALYSIS OF THE ADVERT:
  • As I mentioned before they're a charity for homeless people
  • More low-income people
  • This isn't typical of a ''homelessness'' advert, we'd usually see people on the street.
  • Shows that ANYBODY can experience homelessness.
  • The first woman is worrying about being in-debt, anybody can become homeless.
  • The man has problems with his landlord
  • Deliberately used people who are ethnically ambiguous, possibly ambiguous age.
  • Hard to work out age in terms of ethnicity
  • This could be telling us that we don't know anything about anyone's lives and we shouldn't judge a book by it's cover.
  • Facial expressions are all neutral, with them looking a bit worried.
  • Close up shot on all three; direct address they're all looking at us.
  • Neutral expression, neutral ethnicity which shows us homelessness could happen to anyone.
  • Framing is identical to all three adverts.
  • Eye-level shows that they're on the same level as us, they're equal to us.
  • We have both genders which connotes that any gender can experience homelessness.
  • All these scenarios could happen to any of us; unfairness from landlords, losing jobs or being in debt.
  • In terms of language they have used personal pronouns ''I'' & ''We'' which helps us feel empathy with them.
  • The colour red in the transparent writing helps get across urgency and danger it also links the slogan to personal stories.
  • Charity branding; we have the website link and the logo at the bottom.
  • ''Everywhere we help thousands of people'' Statistics, showing we can trust them.    
  • The examples of scenarios adds to this trustworthiness. 
  • Above the website link and logo we have a faux search engine with typed words which instructs us on how to get more help.
  • The campaign makes a significant impact by showing us that help is just a click away
  • The poster campaign initially ran in 4 towns identified to be facing homelessness
  • Encouraging people to come to 'Shelter' earlier so they're able to avoid homelessness.

PRIMARY AUDIENCE - People in similar situations who are at risk of being homeless.

SECONDARY AUDIENCE - People who are able to help out and donate.

TV Advert:

  • The colour scheme links to the print advert.
  • A personal anecdote
  • Use of children, sympathy.
  • The print advert conveys empathy whereas the TV advert conveys sympathy with the use of the little girl.

Context:

  • Back in 2010 the Government's reviewed spending and cut it by 60%, which had a catastrophic effect on homeless people.
  • The annual budget was £33.6 billion.
  • Gov thought too much was being spent on housing so they cut council homes.
  • Funding for social housing to be cut by 60% with new tenants paying higher rents. 
  • The government hopes that these changes will free up funds to build up 150,000 more affordable homes over the next four years.
  • Less housing for people in need.
The Campaign:
  • Campaign was a direct response to CSR: A recent study found out that 50% of people do not seek external help when facing housing difficulties.
  • The main focus is on a series of posters depicting ordinary people in distress etc.....
  • The aim is for the combined impact of the headline and image to resonate with people who are experiencing these problems and tap into their concerns, driving them to seek advice on Shelter's website.

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