Case Study: Shelter Scotland secures commitment to social housing with Shape History

Shelter Scotland wins 70,000-home commitment with Shape History

Shelter Scotland, a social justice organization, faced the challenge of securing a government commitment to build 37,100 social homes over five years amidst economic instability. They partnered with the agency Shape History for an advocacy and influence campaign to put this issue on the political agenda. Shape History was tasked with building public support to pressure political parties ahead of an election.

Shape History developed a multichannel campaign that used an emotive broadcast advert and targeted digital strategy to educate the public and share real human stories. This approach successfully mobilized the Scottish population, resulting in 19,208 petition signatures and over 2,000 letters sent to MSPs. The campaign reached 20% of the Scottish population via TV and generated 4.5 million social media impressions. Most significantly, every major political party included social housing commitments in their manifestos, with the Scottish government ultimately committing to 70,000 homes over ten years.

Shelter Scotland