Shelter

• Shelter began as a charity in 1966
• Shelters strategy is a 10 year plan to transform the housing system
• In the shelter charity for every £1, 21% fundraising, 79% helping people.
• Shelter is a social justice organisation
• What is the quote on one of the faces on the 'Shelter' campaign?

  But where will we live?
• the set text for the 'shelter' campaign is set out in a triptych style
• At the bottom of the Shelter set text it states 'we can help'
• Who created the Shelter advertising campaign?

  Amplify
• What is the main focus of the Shelter advertising campaign?

  The distress caused by poor housing conditions and homelessness
• What is the aim of the Shelter advertising campaign?

  To raise awareness and persuade individuals facing a housing crisis to seek help
• Who is quoted in The Drum regarding the Shelter campaign?

  Kay Boycott
• What does Kay Boycott highlight about the current economic situation?

  More people are struggling and in need of help
• What are the objectives of the Shelter advertising campaign?

  • Challenge outdated stereotypes of homelessness
  • Raise awareness of homelessness and poor housing conditions
  • Encourage individuals to seek early help and advice
  • Encourage donations to the charity
• How does the Shelter advertisement differ from consumer branding advertisements?

  It uses codes and conventions specific to charity advertising
• What technical conventions are used in the Shelter advertisement?

  Shot type, composition, layout, typeface, costume, make-up, colour palette, and anchorage
• What effect does a big close-up shot have in the advertisement?

  It creates direct address and evokes empathy
• Where is the brand name and logo placed in the advertisement?

  In the lower third of the frame
• What do the rhetorical questions in the advertisement signify?

  The magnitude of the problem in the individuals' lives
• What type of font is often used in the Shelter advertisement?

  Sans serif fonts
• Why is the lack of make-up and costume significant in the advertisement?


  It creates a raw appearance that evokes sympathy
• What does the colour palette of red and black signify in the advertisement?

  The danger and misery caused by homelessness
• How does anchorage function in the Shelter advertisement?

  It amplifies the message of homelessness caused by various situations
• What does intertextuality refer to in the context of the Shelter advertisement?

  The advertisement can be seen as a triptych using similar media language
• What persuasive techniques are used in the Shelter advertisement?

  Persuasive language, rhetorical questions, and fear
• How does the advertisement position the audience regarding homelessness?

  It encourages empathy and challenges stereotypes
• What stereotypes associated with homelessness does the advertisement challenge?

  That homeless individuals are lazy, criminals, or addicted
• What social groups are represented in the Shelter advertisement?

  Men and women from different ethnic backgrounds
• How does the advertisement imply that families are affected by homelessness?

  Through the use of the pronoun 'we'
• What cultural and social contexts are addressed in the Shelter advertisement?

  Cultural context:

  • Uses conventions of consumer branding to convey messages

  
  

  Social context:

  • Anxieties surrounding economic poverty
  • Family circumstances leading to homelessness
  • Concerns about rogue landlords and social housing
  • Issues of social inequality
• How does the audience's response to the advertisement depend on their background?

  It varies based on individual experiences and perspectives
• What type of approach does the Shelter campaign adopt?

  A multiplatform approach
• What does the Shelter YouTube channel feature?

  Advertisements and short films using similar media language
• How does the advertisement challenge the stereotype that homelessness is a choice?

  By featuring individuals from different social groups and circumstances
• What does the advertisement imply about the timing of homelessness?

  It can occur at any point in an individual's life
• How does the advertisement acknowledge technological convergence?

  By providing details to text a donation and directing readers to the website