Made in Social Housing

The Campaign

Launched in May 2024 by housing and homelessness charity Shelter, the “Made in Social Housing” campaign celebrates the transformative impact of quality social housing. Featuring prominent figures like actor Eddie Marsan, musician Suggs, and presenter Yinka Bokinni, the campaign shares personal stories highlighting how social housing provided them with stability, community, and opportunities to thrive. Through a powerful film supported by a multi-channel strategy- including TV, online platforms, podcasts, and Shelter’s shops- the campaign shifted public perception and garnered support for building more genuinely affordable social homes across England. 

The Change

“Made in Social Housing” has significantly influenced the national conversation around housing by celebrating the benefits of social housing and emphasising its role in fostering strong communities. The campaign underscored the urgent need to address the housing emergency, with over 1.3 million households on waiting lists and 145,800 children living in temporary accommodation. By presenting compelling narratives from individuals who have benefited from social housing, the campaign challenged prevailing stigmas and advocated for policy changes. Research by Shelter and the National Housing Federation supported this call to action, revealing that building 90,000 social rent homes annually could yield £51.2 billion in economic benefits over 30 years, including job creation and reduced public service costs. 

The Future

Shelter remains committed to ending the housing emergency by campaigning for the construction of 90,000 new social homes each year over the next decade. Building on the momentum of the Made in Social Housing campaign, Shelter recently launched a powerful new campaign featuring British music icon Craig David. In a short film, Craig returned to his childhood social home on Southampton’s Holyrood Estate, reflecting on how the stability and sense of community it provided helped shape his life and career. He performs intimate renditions of his early hits, including 7 Days and Fill Me In, in the very living room where they were first written. Campaigning like this personalises the impact of social housing and strengthens the call for urgent government investment in genuinely affordable homes. Through emotive storytelling and strategic outreach, Shelter aims to keep social housing firmly on the national agenda, ensuring that every child has the chance to grow up in a safe, secure, and supportive environment.