Case Study: Shelter achieves record Christmas donations with Don't Panic London

Shelter raised record donations and boosted brand recall with Don't Panic London

The customer, Shelter, faced the significant challenge of standing out during the critical Christmas fundraising period against competitors who outspent them 5-to-1. Their traditional campaigns were failing to create distinction and damaged brand recognition, making it harder to raise essential donations. The vendor, Don't Panic London, was engaged to develop a new creative approach.

Don't Panic London implemented a series of emotionally powerful, brand-response Christmas campaigns for Shelter, beginning with "Brave Face" in 2021. The solution used hero films based on lived experiences to highlight the hidden homeless crisis among children. This approach generated record-breaking donations, earned media placing Shelter alongside major brands, and a massive increase in new donors. The campaigns collectively raised millions, consistently exceeded fundraising targets, and significantly boosted Shelter's brand perception and awareness.

Shelter