Monday, September 28, 2009

Interactive Advertising: Shelter - Be Happy At Home

These are two online ads for the housing and homelessness charity Shelter. The ads were launched as part of a suite of four different creatives for their “Be happy at home” campaign, promoting their online advice service, Know Your Rights. Each ad features a different scene of someone who is happy at home.

Each advert has the tagline “Be happy at home” with a scrolling ticker tape of things that Shelter’s Know your rights service can help you with, from your rights as a tenant to where to go if you are faced with homelessness.

Lean Mean Fighting Machine is the agency behind the campaign. The media plan concentrated on the social networking sites MySpace and Faceparty, with additional coverage across NME and MTV.

Imogen Wilson, Shelter’s head of marketing and brand, said: “Shelter’s Know your rights website is the only dedicated online housing advice service for young people. Since the site’s launch in 2005 we have successfully supported thousands of young people every year with housing problems. Lean Mean Fighting Machine has come up with a fresh, positive and engaging online marketing campaign which will continue to effectively target young people and make sure they get access to the advice and support they need to help keep a roof over their head.”

Know Your Rights, is supported by The Vodafone UK Foundation. It is the first ever dedicated online advice service for 16-25 year olds. It provides expert, in-depth and practical housing advice online on issues from rent arrears and deposit protection to preventing homelessness.

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