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Putting social housing on the political agenda with straight-talking Scottish grans
Advocacy & politics
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Creative policy campaigning
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Creative & content
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UK public affairs
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Video production
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Stunts and experiential
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Digital marketing & influencers
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Digital advertising campaigns
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Digital mobilisation and behaviour change
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Digital marketing advertising and message testing
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Channel management
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Email marketing
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The client
Shelter Scotland: Exists to defend the right to a safe home and fight the devastating impact the housing emergency has on people and society.
Key stats
21,468
Emails sent to party leaders
4,626
Petition sign-ups
3,679
New supporters
The challenge
Scotland is gripped by a housing emergency. Families are trapped in temporary accommodation. Rents are rising faster than wages. Thousands of people wait years for a social home that never comes.
Scotland's housing emergency had stalled. The crisis was declared, but leaders had lost belief that building social homes at scale was even possible. With a Scottish Parliament election on the horizon, we needed to rebuild that belief, fast, and turn it into real commitments.
Scotland has faced housing crises before, and has built hundreds of thousands of social homes because it believed housing was a public good and a human right. We needed to rebuild the belief that Scotland can build again.
The solution
Our answer? The Gran Squad.
We changed the story being told about social housing to remind Scotland that we have built at scale before - and inspire optimism and hope in Scotland's Party Leaders.
Scotland's Grans remember when the country built social homes at scale, no faffing, no excuses. So we picked up a pickaxe and got on a digger (literally) and gave politicians the pep talk only a Gran can deliver: warm, wise, and not remotely interested in your excuses.
To cut through political fatigue and cynicism, the platform needed a human voice with cultural authority across video, ads, OOH, and within inboxes.
The impact
It worked. Tens of thousands of emails were sent to Scottish party leaders, and before the campaign had even finished, the Scottish Government announced plans for a new national housing agency, More Homes Scotland - meeting one of our core campaign asks. There's plenty more to do, but our Grans helped us get one step closer to building Scotland.
