Adele, Paul McCartney, Dave, Jacqueline Wilson and Liam and Noel Gallagher are just some of the famous faces included in Shelter’s new campaign, which shows the positive impact of social housing.

The campaign brings to life how social housing has shaped the stories of some of the UK’s most celebrated talent to underline the importance of continuing to build homes. The campaign is part of Shelter’s ‘Foundation to Thrive’ platform, which showcases the achievements, big and small, made possible by the legacy of social housing.

At the heart of the campaign, a joyful film shows how Chloe Kelly, Sir Geoff Hurst and other famous faces grew up in social housing and went on to achieve great things. The spot pairs pictures of social housing with the celebs who grew up in them to show the importance of having a home; a place to grow and hone talent.

The campaign was created by Shelter’s in-house team, with media planning and buying handled by Beyond.

Striking a joyful tone, the campaign celebrates the impact that social housing has on culture and everyday life to urge the government to remove the barriers stopping councils from building them.

"Our campaign is a powerful celebration of people who were born or raised in social housing, bringing together treasured cultural icons and everyday heroes. It highlights the extraordinary foundation social homes provide, and why we need to build more for future generations. Look around and you’ll find someone remarkable who started out there – from your local primary school teacher, through to Adele and Dave…the impact speaks for itself,” says Leanne Ainsworth, Head of Creative and Production at Shelter.

To ensure the uplifting creative reaches as many people as possible, Beyond has crafted a digital-first strategy across Meta, Reddit and YouTube to distribute the campaign film.

The media strategy takes a localised approach across Manchester, Birmingham, Liverpool and Leeds to rally local councils. With local knowledge and community connections, councils are best placed to deliver social homes, so the campaign has been designed to ensure the issue feels urgent and locally relevant to communities across the country.

"The housing emergency is a systemic challenge that requires bold, high-visibility solutions. It has been brilliant to partner so closely with Shelter’s talented in-house creative team; that collaborative spirit allowed us to build a media strategy that perfectly amplifies the ‘Foundation to Thrive’ vision, ensuring this vital message lands with precision both nationally and within local communities,” explains Ed Cox, Partner | Media, Data + Effectiveness at Beyond.

The joyful campaign underlines the important position social housing has both in society and in culture to bring people in and support communities.