Shelter - house of cardS
During the last financial crisis, the levels of homelessness were growing by the day. Shelter needed to a campaign platform that would allow them to talk about the issue in a way that didn't resort to sensationalism or sentimentality. We borrowed from the House of Cards metaphor to create a campaign centred around a memonic that we were able to use across many platforms, from a TV commercial to an art exhibition.
As well as helping persuade the government to force through a series of initiatives to prevent re-posessions, the campaign earned a million pounds in free media and led to a 1600 % increase in online discussions of the issue. We also auctioned off the artworks at the end of the exhibition's run and raised over £150000 for the charity.
