HOMELESS charity Shelter has revealed this year’s heart-wrenching Christmas advert.
The new ad echoes that typical feel-good Christmas feeling before revealing the stark realities faced by children in England.
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At the heart of the campaign is a 90-second film, entitled ‘Good As Gold’ which follows Maddy, played by eight-year-old Tilly Walker.
It opens like a typical feel-good Christmas film in the style of warm-hearted TV ad campaigns before delivering an emotional ending.
At first, we see Maddy being as “good as gold” in the hope of being rewarded with the one thing she wants the most for Christmas – a home.
But the end is far from merry as it’s revealed that Maddy is left living a nightmare stuck in temporary accommodation.
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The film follows the launch of last year’s successful ‘Brave Face’ campaign, which also featured a young child facing Christmas in temporary accommodation.
Shelter estimates that this year over 131,000 children in England will wake up on Christmas day in temporary accommodation, an increase of over 10,000 since last year and the record highest ever.
The film is set to the iconic 1986 Higher Love soundtrack by Steve Winwood.
Shelter and Don’t Panic, the creative agency behind the campaign, worked closely with people with lived experience of temporary accommodation.
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These details included damp living conditions and mould on the walls, an entire family sharing one bed, as well as the emotional impact and the tight bonds shared by the family going through the situation.
Polly Neate, chief executive of Shelter said: “There are now over 131,000 homeless children stuck in temporary accommodation, the highest number recorded.
“This advert brings to life what it really means for a child to have nowhere to call home.
“Make no mistake: a cramped hostel room or a run-down bedsit is not a home, but this is where far too many children will be waking up on Christmas morning.
“As we head into winter, Shelter is doing everything we can to help the thousands of families facing homelessness this Christmas.
“Our expert advisers are working in communities across the country, they are taking calls at our emergency helpline, and they are providing free, expert casework.
“But as more people turn to Shelter, we need the public to help those wishing for a home. By giving what you can, we can support thousands of families facing homelessness this winter.”
If you’re facing homelessness or need help with accommodation this winter, contact Shelter on 0808 800 4444.
You can also find your closest Shelter service on the charity‘s website.
The advert arrived in the same week that a whole host of other retailers launched theirs.
Asda released a teaser of its festive advert featuring Michael Bublé.
The teaser, which premiered this morning (November 1) on ITV at 9.40am during Good Morning Britain, put seasonal speculation to rest as Michael makes his merry debut.
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M&S’ first Christmas advert has also arrived and it features well-known TV and movie stars.
Ted Lasso actress Hannah Waddingham is among the star studded cast in the posh shop’s clothes and home festive ad this year.
