Voluntary Sector: Rogue landlords find little shelter

Shelter asked Amplify to help to raise awareness of the problems caused by 'rogue' landlords who do not fulfil their legal obligations operating within the private rented sector.

Sean Lock: stars in Amplify's short film for Shelter
Sean Lock: stars in Amplify's short film for Shelter

Campaign Evict Rogue Landlords
Client Shelter
PR team Amplify
Timescale April 2011
Budget £17,500

Objectives

  • To increase awareness among the general public of the risks posed by rogue landlords to tenants.
  • To pressure the Government to include an amendment in the Localism Bill to state that all local authorities must put in place a minimum standard accreditation scheme for landlords.

Strategy and plan

Amplify produced a short film starring Sean Lock as a rogue landlord. The film urged viewers to sign Shelter's online petition and was delivered through social media, blogs and online partnerships, targeting groups considered to be particularly vulnerable. The National Union of Students supported the campaign by hosting the video on its website.

Measurement and evaluation

There were 126 pieces of coverage in print, including in the Daily Mail and Daily Mirror, broadcast and online media, while the campaign was tweeted about more than 200 times, including by prolific Twitter users Stephen Fry and Armando Iannucci. The film received 1,200 Facebook 'likes'.

Results

More than 2,950 people have emailed their MP in support of the campaign.

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