Housing and homelessness charity Shelter has launched its Christmas advert for 2023 Christmas campaign with 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, as 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.
Shelter and Don't Panic, the creative agency behind the campaign, worked closely with people with lived experience of temporary accommodation. 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.
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