Shelter direct mail project overview

This direct mailer was initially sent out as a profile raiser but was so successful that it was relaunched as a fund raising piece as part of the cross media campaign. In the words of the communications director, "the response has been fantastic".

What happened:

Shelter's biggest campaign to date. Our brief was to conceptualise the first phase. They wanted something powerful and modern that illustrated the hidden housing problem.

Why it was good:

They got what they asked for and a lot of what they hadn't bargained for. We not only gave them an image that was iconic but also provided a 'language' for the campaign. The first step towards redefining what Shelter do and communicating what the most pressing housing issues in this country had achieved.

When it was finished:

The press coverage was massive, the response to the email campaign overwhelming and Shelter have a very strong springboard to develop the campaign over the forthcoming year.