Shelter’s Christmas advertisement highlights the harsh realities that thousands of children experience across the UK.
The tragic commercial follows Maddie (Tilly Walker), an eight-year-old girl who represents the more than 131,000 children who will wake up on December 25th without a home.
The video opens similarly to other Yuletide commercials, with Maddie overhearing at the post office that she will be on Santa’s pleasant list if she is ‘good as gold.’
Taking the advise to heart, Maddie embarks on a sequence of nice actions, including hauling a neighbor’s Christmas tree back to their house, giving up her seat on the bus, and assisting her teacher with homework collection.
Maddie goes to bed on Christmas Eve, hoping for the best, but when she wakes up, she’s in a cramped one-room flat with her mother and newborn brother.
‘But I was so good,’ Maddie says after realising she didn’t get her wish for home.
The advert ends with the heartbreaking words: ‘No child should have to wish for a home but over 131,000 do.’
According to government figures issued in July, the number of households and children in temporary housing in England is at an all-time high.
By the end of March, 104,510 households were in temporary housing, the biggest number since records began 25 years ago.
With 131,370 children living in temporary housing as of the end of March this year, the overall number of children in this circumstance is likewise at its highest level since records for that metric began in 2004.
Polly Neate, chief executive of Shelter, said: ‘This advert brings to life what it really means for a child to have nowhere to call home. Make no mistake: a cramped hostel room or a run-down bedsit is not a home, but this is where far too many children will be waking up on Christmas morning.
‘As we head into winter, Shelter is doing everything we can to help the thousands of families facing homelessness this Christmas. Our expert advisers are working in communities across the country, they are taking calls at our emergency helpline, and they are providing free, expert case work.
‘But as more people turn to Shelter, we need the public to help those wishing for a home. By giving what you can, we can support thousands of families facing homelessness this winter.’
To donate to Shelter, visit: https://shltr.org.uk/vd96E.
