Shelter to use Radiohead song in new campaign

Shelter, the homeless charity, is launching a new campaign, which features a song donated by Radiohead. The push is aimed at highlighting the fragility of the UK housing situation.

The campaign, created by Leo Burnett, is entitled House of Cards and will run across television, outdoor online and direct mail.

The ad shows an inner city landscape seen from a moving train, with many of the houses flimsily constructed from playing cards. As the journey progresses, the houses begin to collapse. Radiohead has donated the song Videotape from the 2007 album, In Rainbows. A voiceover is provided by actress Samantha Morton, who was herself once homeless.

Posters depict different types of UK housing, with each landscape incorporating the house of cards theme. They will appear across London underground stations, shopping centres and coach stations.

The campaign is designed to raise awareness of the precarious nature of UK housing, rising costs which trap people in poor housing and cause homelessness.

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