The problem: with soaring house prices, more and more young people in UK have been turning to their parents to help them get their first home. Even if young people work hard and save up, most will still find themselves priced out of a home of their own. Essentially, the prospect of owning a home slips away for a whole generation. So, Shelter the housing & homeless charity wanted to raise awareness about the larger issue: the need to build more homes.
This two-minute film, dramatising the closure of ‘Bank of Mum and Dad’ focused on parents’ inability to continue supporting the cost of children’s deposits and housing rents. Last year parents gave their children £2 billion to help with housing costs. The attempt was to highlight the issue among people, because Shelter believes that people need the government to meet them halfway and build new homes for families.
Agency: Leagas Delaney, London
Loved the ‘understandably tense’ bit and the interview with the little kid.
