The People’s Manifesto

01 Background

Thousands of people a year pledge to leave money to Shelter in their will, but legacy giving is hard to talk about because it’s so closely tied to end of life.

02 Brief

Shelter’s first full legacy campaign had to stand out from the usual, rather maudlin legacy ads.

03 Solution

Our audience of over-55s is the protest generation: the people who invented punk and rave, and still stand up for what they believe in.

With homelessness constantly brushed under the carpet by politicians, the characters in our campaign took matters into their own hands.