Context of Shelter Context Communities and Local Government

Context of Shelter

Context • Communities and Local Government have an annual budget - £ 33. 6 billion • The councils will see a 7. 1% annual fall in their budgets • Funding for social housing to be cut in half • Making shelter and other charities much more important to homeless people • Target to build 150, 000 affordable homes massively under spent • More flexible tenancy • Government are arguing about affordable rent for council houses

Context • New low cost property rent for affordable homes • The people living in the homes will be checked regularly so see if they still require help • More flexibility should be allowed so people can move to find home • 65% of people living in council houses are on benefits • People living on £ 40 a week • Could lead to people having to pay an extra £ 9, 000 of rent • Shelter can offer good advice on housing and help poor people with housing needs

Key • Funding for social housing budget cut in half • £ 33. 6 billion budget • More flexibility for tenancy and the government arguing about more affordable homes • Rent may increase by £ 9, 000, people living on £ 40 a week • Change in government means that promises for budget for social housing will not happen

Shelter Advertising Campaign • 2010 – coalition • Print adverts – serious faces with serious headlines, to have people resonate with the audience • Wants to make it easier more people to seek help earlier into the situations • Amplify created a campaign on a pro bono basis (for free). The poster campaign was done in 4 different cities from 21 August for 6 weeks, local cities with higher rates of housing problems. • They monitored traffic online and saw an increase of 37% meaning there was proof of demand for digital guidance. • The campaign needed to keep people informed that these are real people and that they are in real situations that are caused by the economic and housing situation • 50% of people don’t seek external advice when encountered with housing problems

Shelter adverts Shot type – The shot is a close up on the models face this makes the emotion much more evident as the poster is only the face meaning it forces you to look at the face. Also it being a face shows that it is putting a face on the problem and making people realise that it is a real problem impacting people’s lives. Camera Angle – The camera is straight on to the face which presents her as looking straight at the audience. This also makes the emotion in her face easier to see. Lighting – The only part of he poster that is lit up is the face with a dark border. The black darkness could represent poverty or debt that they are stuck in and need help. Framing – Her face is directly in the middle of the poster and the shot and is the only thing in the shot. Composition – Main quotation, the picture and the text. The main quotation is over the face of the person suggesting that it is putting a face on the situation that the person is in and makes the audience understand more about their situation. The text being at the bottom of the screen has all of the important information in about how to contact the company and how to get there services. The text ins much smaller at the bottom meaning the audience is instantly drawn to the bold red text in the middle of the screen with a face. Facial Expressions – The face has minimal expression but at the same time they look sad and possibly scared Colours/ Text/ Logos – The colours are mainly black, white and red. These are very bold colours and paired with the text it creates a strong message. The text is worded so the audience can relate. The logo is in the corner so it is not the main attraction

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