en.Wedoany.com Reported - The first public awareness campaign "Homes Build Futures" launched by Homes for Scotland (HFS) won the Public Affairs Award at this year's Scottish DARE Awards, hosted by the Public Relations and Communications Association (PRCA). Developed in partnership with Muckle Media, the campaign was launched on May 7, ahead of the Scottish Parliament election.
The campaign stemmed from the national housing emergency declared by the Scottish Parliament in May 2024. Data provided by Homes for Scotland shows: 693,000 Scottish households face some form of housing need; temporary accommodation numbers are at a record high, including 10,180 children; 250,000 people are on housing waiting lists; a cumulative shortfall of over 110,000 homes since 2008; and the number of new homes built across all tenure types continues to decline.
Given that the chronic housing undersupply affects everyone, the campaign's core objective was to inform, educate, and tell stories across sectors within civil society to challenge the status quo, mobilize the public to become advocates for more housing, and engage in positive, outcome-oriented dialogue with policymakers.
Jane Wood, Chief Executive of HFS, said: "We are incredibly proud that the 'Homes Build Futures' campaign has won this prestigious award, especially as it is the first time we have undertaken such a project. Although everyone is affected by the national housing emergency, if we don't act now, it is young people and future generations who will suffer the most, so it was crucial to convey this in the creative work. Thanks to our partners at Muckle Media, who truly delivered. The judges praised the campaign for positioning the issue as a shared problem across society and generations, with its storytelling brilliantly capturing people's imaginations."
One of the campaign's young stars, nine-year-old Eimear O'Leary from Edinburgh, said: "We learn about rights at school, and having a safe home should be a right for every child. Having a home means you have a safe and secure place to be with your family. It's also a place where you can do your homework and invite friends over to play. Some children don't have this, and it makes me very sad. I'm happy to support this campaign so we can have enough homes for everyone."
Architect and TV presenter George Clarke also supported the campaign, saying: "While having a place to call home is about far more than bricks and mortar, the harsh reality is that far too many people across the country can't even begin to dream about what it's like to have their own home because not enough houses are being built. Importantly, providing the homes we need has a wide range of positive impacts. Beyond providing a roof over people's heads, they help improve health and educational outcomes, employment, skills, and the economy. For every new home built, three and a half jobs are supported."
Nathalie Agnew, Managing Director of Muckle Media, said: "When we received the brief from Homes for Scotland, we were deeply inspired. One of our core values is to make the world a better place, and this is a cause we passionately support. We loved working with the internal team at Homes for Scotland and are delighted that the meaningful impact of our creative campaign has been recognized by the award judges."
