Logo with large bold yellow text reading "JOSHUA FRAY" on a black background.

SHELTER

Shelter needed a campaign that would do more than raise awareness - they needed to lobby the government into action on the housing emergency. The answer was a 360 campaign built around a single demand: build social housing. The art direction leaned into a raw, documentary tone that cut through the noise of a busy street, with OOH placements strategically positioned in areas of high government footfall. The campaign rolled out across print, paid and organic channels - putting the housing crisis somewhere it couldn't be ignored.

Red poster with a photo of a woman and a young boy standing on a street, promoting social housing with the text 'Let's build a future without limits' and 'Let's build social housing.'

CAMPAIGN IMAGES

A young woman with long dark hair standing on an outdoor basketball court, wearing a yellow and black striped long sleeve shirt, black wide-leg pants, and checkered slip-on shoes, with a basketball hoop and green fence in the background.
A woman standing on a playground surface, wearing a denim jacket, black dress, and gray sneakers, with trees and a house in the background.
A young man in a blue t-shirt and black pants standing with arms crossed outside a brick Jubilee Centre building, with bushes and railings visible in the background, on a street with a crosswalk.
A young man standing on a city street in front of construction barriers and equipment, wearing a white t-shirt, blue jeans, and tan work boots.
A woman and a young boy stand outdoors on a city street, with houses and parked cars in the background during daylight.

CAMPAIGN VIDEO

MARKETING MATERIALS

A man and woman walking on a sidewalk with a baby stroller. The man is wearing glasses and a green jacket, and the woman has her hair in a bun and is wearing a black leather jacket. They are passing a building with a large red poster that reads 'Let's Build a Future Without Limits' and 'Let's Build Social Housing'. There is a green traffic light showing an upward arrow, and trees are visible in the background.