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Shelter Scotland - Waste campaign
The pitch brief was to communicate to donors that Shelter Scotland still has an important role now that Scotland has its own parliament. My research revealed that a new green paper on housing was about to be prepared - the first for 23 years and a potentially vital opportunity to tackle the causes of homelessness.
Our creative solution communicated that 'To waste this opportunity would be criminal', with a very crumpled outer envelope. The striking idea won Oneagency the pitch and also a DMA award, in a category that is notoriously difficult to win.
The letter copy shown in the sample is targeted at existing donors, so it could be assumed that the reader cares enough about Shelter's work to have donated in the past.
Sample copy
(Letter copy)
THE NEW HOUSING BILL
We must not throw away this chance to transform the lives of homeless people.
Dear Mr Sample,
As I know you really care about what happens to people who are forced to live in appalling damp homes or to sleep rough on the streets, I'm sure you will want to hear about the extremely important events taking place right now at the Scottish parliament.
A consultation paper is about to be published which is preparing the way for Scotland's new Housing Bill this Autumn. It will include the biggest piece of homelessness legislation for 23 years; a triumph for everyone who has tirelessly campaigned for politicians to transform the lives of homeless people. It's also a triumph that nearly every proposal that Shelter Scotland recommended for tackling homelessness will be incorporated.
At long last, we can have real hope that the new Parliament could reverse the downward spiral of Scotland's housing system and improve the quality of life for thousands of men, women and children in Scotland.
But without extra funding, the new legislation will not achieve its full potential.
However, this crucial opportunity for change could be completely wasted: that's why we crumpled up this letter before we sent it, to bring to life this vitally important point.
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