ˏˋ°•*⁀➷ Shelter //

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Shelter are a housing and homelessness charity. Their campaign targeted liberal reformers and carers. So this is a story of people who have houses, but are living penuriously in a housing market that isn't fair. The purpose and the idea behind this advert is that it maintains the social realism with no hyper reality, photoshopped or face-tuned in order to keep the impactful message that this could be anyone (a dual target audience). The two audiences are those who can help, and those who need help. This campaign was launched in 2011, this is important as in 2008, the credit crunch occurred ( a global depression). So in 2011, many people were still recovering and suffering from the effects on rent and this was labelled as austerity. This advert was created by a company named amplify. All of their viewpoints are quite progressive, they work on a pro-bono basis (where they dont get paid), very stripped back along with being help-orientated. 

 The font being uppercase, red and sans serif bold text has connotations of urgency and immediacy.

Triptych is 3 panels with connotations of seriousness, an example of this would be - the birth of Jesus, the crucifixion of Jesus and the resurrections of Jesus. 

The super extreme close ups anchor themes and issues surrounding this problem and mask diversity to highlight the feeling of similarity.

Panel one is a preventative ideology, proactive. On the other hand a lot of charity advertisement is proactive.

Panel two, another scenario where you have a rogue landlord.

Panel three is about debt.

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