Putting the housing crisis in front of the people who can change it.
MPs, policy makers, Westminster staff
With 1.3 million households on social housing waiting lists and over 300,000 people homeless last winter, Shelter needed to move a specific, influential audience, not the general public. Working with Shelter’s policy team, the campaign mapped exactly where Westminster’s decision makers spend their day.
Reaching an influential audience
Shifting policy requires reaching a narrow, high-value audience, MPs and Westminster staff, who are largely immune to consumer advertising and better reached by location than by demographic proxy.
Precision targeting in Westminster
Placing branded coffee cups, beer mats and washroom panels in the cafés, pubs and transit routes Westminster’s policy community uses every day achieved a level of precision targeting that reach-driven channels like outdoor or broadcast simply cannot offer.
