Good as Gold

Shelter and Don’t Panic

Christmas. A magical time for children. But for the 131,000 homeless children living in temporary accommodation, it’s a very terrifying, intimating and lonely time.

It’s also the time of year when consumers care about advertising the most. When journalists write about them and leading newspapers make their top ten Christmas Ad lists.

Shelter’s Christmas campaign for 2023, acted like all the big brand adverts do in this festive time of year - by telling the heart warming story of a young girl at Christmas. Only this time, her story had a dark reveal.

The film, and young Maddy, captured the nation's hearts. With her and her story appearing in every major news outlet and in every top 10 Christmas Ad list.