Following our steadfast refusal of writing about anything festival until November, now that Halloween is out of the way we can finally start looking towards the C-word and what better way to kick off that with a Christmas advert that will undoubtedly be tugging at the heartstrings.
Housing and homelessness charity Shelter has created a 90 second film, entitled ‘Good As Gold’ which follows Maddy, played by eight year old Tilly Walker. It opens like a typical feel-good Christmas film in the style of warm-hearted TV ad campaigns before delivering an emotional ending, as we see Maddy being as “good as gold” in the hope of being rewarded with the one thing she wants the most for Christmas - a home.
The film follows the launch of last year’s successful ‘Brave Face’ campaign, which also featured a young child facing Christmas in temporary accommodation. Shelter estimates that this year over 131,000 children in England will wake up on Christmas day in temporary accommodation, an increase of over 10,000 since last year and the record highest ever. The film is set to the iconic 1986 Higher Love soundtrack by Steve Winwood.
Shelter and Don't Panic, the creative agency behind the campaign, worked closely with people with lived experience of temporary accommodation. These details included damp living conditions and mould on the walls, an entire family sharing one bed, as well as the emotional impact and the tight bonds shared by the family going through the situation.
Polly Neate, Chief Executive, Shelter said: “There are now over 131,000 homeless children stuck in temporary accommodation, the highest number recorded. This advert brings to life what it really means for a child to have nowhere to call home. Make no mistake: a cramped hostel room or a run-down bedsit is not a home, but this is where far too many children will be waking up on Christmas morning.
“As we head into winter, Shelter is doing everything we can to help the thousands of families facing homelessness this Christmas. Our expert advisers are working in communities across the country, they are taking calls at our emergency helpline, and they are providing free, expert case work. But as more people turn to Shelter, we need the public to help those wishing for a home. By giving what you can, we can support thousands of families facing homelessness this winter.”
As more people turn to Shelter for help, the charity needs further support from the public to help the thousands of families facing homelessness this winter. Please visit
ollowing our steadfast refusal of writing about anything festival until November, now that Halloween is out of the way we can finally start looking towards the C-word and what better way to kick off that with a Christmas advert that will undoubtedly be tugging at the heartstrings.
Housing and homelessness charity Shelter has created a 90 second film, entitled ‘Good As Gold’ which follows Maddy, played by eight year old Tilly Walker. It opens like a typical feel-good Christmas film in the style of warm-hearted TV ad campaigns before delivering an emotional ending, as we see Maddy being as “good as gold” in the hope of being rewarded with the one thing she wants the most for Christmas - a home.
The film follows the launch of last year’s successful ‘Brave Face’ campaign, which also featured a young child facing Christmas in temporary accommodation. Shelter estimates that this year over 131,000 children in England will wake up on Christmas day in temporary accommodation, an increase of over 10,000 since last year and the record highest ever. The film is set to the iconic 1986 Higher Love soundtrack by Steve Winwood.
Shelter and Don't Panic, the creative agency behind the campaign, worked closely with people with lived experience of temporary accommodation. These details included damp living conditions and mould on the walls, an entire family sharing one bed, as well as the emotional impact and the tight bonds shared by the family going through the situation.
Polly Neate, Chief Executive, Shelter said: “There are now over 131,000 homeless children stuck in temporary accommodation, the highest number recorded. This advert brings to life what it really means for a child to have nowhere to call home. Make no mistake: a cramped hostel room or a run-down bedsit is not a home, but this is where far too many children will be waking up on Christmas morning.
“As we head into winter, Shelter is doing everything we can to help the thousands of families facing homelessness this Christmas. Our expert advisers are working in communities across the country, they are taking calls at our emergency helpline, and they are providing free, expert case work. But as more people turn to Shelter, we need the public to help those wishing for a home. By giving what you can, we can support thousands of families facing homelessness this winter.”
As more people turn to Shelter for help, the charity needs further support from the public to help the thousands of families facing homelessness this winter. Please visit www.shelter.org.uk/donate to donate.
Rick Dodds, Creative Partner at Don’t Panic London, said : “We wanted to build on the success of last year’s ‘Brave Face’ campaign and captivate the public with our latest work for Shelter and have them fall in love with Maddy and even laugh along with her. We didn’t want anyone to guess that she was homeless. By driving as much joy as possible in the first section of the film, we knew the reveal would land harder and make everyone care more about Maddy and her situation.”
The campaign highlights that over 131,000 children will be wishing for a home this Christmas, waking up in a cramped hostel room or a run-down bedsit, while many thousands more are at risk of losing their homes amid rising housing costs and evictions.
Shelter’s partner HSBC UK will be sponsoring the media space for the advert as it runs across TV networks throughout the Winter period. Luke Harper, Head of Partnerships at HSBC UK, said: “We’re proud to be supporting Shelter’s Good as Gold advert and helping make sure it reaches as many people as possible this holiday season. Homelessness and poor financial health often go hand in hand, which is why HSBC UK is partnering with Shelter to help people build financial resilience and break the vicious circle of homelessness.”
e to donate.
Rick Dodds, Creative Partner at Don’t Panic London, said : “We wanted to build on the success of last year’s ‘Brave Face’ campaign and captivate the public with our latest work for Shelter and have them fall in love with Maddy and even laugh along with her. We didn’t want anyone to guess that she was homeless. By driving as much joy as possible in the first section of the film, we knew the reveal would land harder and make everyone care more about Maddy and her situation.”
The campaign highlights that over 131,000 children will be wishing for a home this Christmas, waking up in a cramped hostel room or a run-down bedsit, while many thousands more are at risk of losing their homes amid rising housing costs and evictions.
Shelter’s partner HSBC UK will be sponsoring the media space for the advert as it runs across TV networks throughout the Winter period. Luke Harper, Head of Partnerships at HSBC UK, said: “We’re proud to be supporting Shelter’s Good as Gold advert and helping make sure it reaches as many people as possible this holiday season. Homelessness and poor financial health often go hand in hand, which is why HSBC UK is partnering with Shelter to help people build financial resilience and break the vicious circle of homelessness.”
