Set Advert: Shelter - ‘The Government in FULL of Landlords’

This advert uncovers the harrowing truths behind living in squalid conditions, under the harsh ruling of a ‘rogue landlords’, a proportion owners who rents out inadequate and substandard apartments and housing, flouting any legal obligations that must be adhered to. Members of Parliament are supposed to be forming a new law for landlords with one MP stating during a session: ‘I feel private landlords have a pretty thankless task.’ Another MP raise the idea that ‘We should be helping landlords and tenants equally’. This short video encompasses the almost failed promise made by Parliament, through the passing of the Renter’s Reform Bill. The debate has caused national controversy, with a split Parliament it has been a vastly difficult decision as to whether this bill should be passed into a law. ‘I cannot support this bill tonight’, one MP spoke defiantly against the proposed introduction of amending the housing conditions for tenants. Rather intriguingly, the informative video published by Shelter captures a victim of eviction within a protest, his poster reading: ‘172 families are served a Section 21 eviction notice every day’, re-enforcing the charities intended message and emphasising the unwavering uncertainty of potential eviction from your property. Four years after the initial drafting of the legislation, the bill is finally legalised, but yet again, uproar arose and protests proceeded outside Westminster. Despite the introduction of this reform act, it has taken one-hundred days to see progress on the law after its initial enrolment into society, predominantly due to one factor. The House of Commons chamber comprises of six-hundred and fifty MPs, with over eighty  of them being landlords themselves, it being essential to save their reputation and prevent being held accountable. Shelter’s aim is to demand Labour’s Cabinet to place pressure on the self-interested, entitled landlords, as well as to strengthen the awareness of the Renters Reform Bill for those who are in need of it most. 

I chose this article because I thought it would closely link to one of the prevalent reason as to why homelessness occurs, associating with ‘rogue landlords’ This article is orientated around government accountability, predominantly one of the main reasons as to why homelessness has become such a dilemma nationally. I believe that this article based around landlords conveys a serious narrative, evoking a sense of uncertainty yet defiance against landlord MPs. The video article is simplistic, supporting a liberal and social perspective. Additionally, this advert reflects the ideology of altruism, reflecting the genuine desire where the public should act selfless towards each other, voluntarily helping others to support their cause. The advert encourages the public to donate, actively participating in the charity’s cause by making the advert have a unique selling point, to ‘stand out’ and presenting people in an authentic, suffering manner.