Belfast Telegraph Campaign Exposes Northern Ireland’s Housing Crisis

Independent agency The Public House have launched the latest iteration of their In Focus campaign for Belfast Telegraph across TV, VOD, press and social promoting this time focusing on housing issues and solutions.

The campaign is rooted in the Belfast Telegraph’s ‘Tell It Like It Is' brand positioning, in which they never shy away from the big questions, and nods to the newspaper’s unbiased and progressive approach to reporting. 

The In Focus series has continually challenged the status quo and views on the environment, urban regeneration, and covid vaccine rollout programmes in Northern Ireland over the past two years. It cements the news publisher’s position as Northern Ireland's trusted news source.

Belfast Telegraph’s ability to craft intricate yet unifying narratives through their newspaper is expressed through the campaign’s trademark collage aesthetic. Previous editions of the series built up imagery in collage, but the latest approach is more reductive. It sees imagery removed to convey a more emotional sense of loss and uncertainty within the context of the Northern Irish housing market. 

Lucy Dougan, marketing manager at Mediahuis Ireland said, “The first time I saw the TVC in this campaign, I found it jarring. The Public House intended for that to be my reaction. Unlike our previous campaigns which have been aspirational, this messaging powerfully highlights the housing crisis facing Northern Ireland and its impact on communities. We hope the campaign will bring people to this content, as we uncover the key issues and identify possible solutions.”

Paul Kinsella, art director, The Public House added, “When we got the brief for Housing In Focus we saw an opportunity to engage readers on a more emotional level. Housing is an issue that resonates deeply with people, so we wanted our creative to reflect that. Our campaign features landscapes lacking houses and people - these voids speak to both the short supply, of both homes, and of hope.”

This Public House is one of Ireland’s leading independent creative advertising and design agencies, driven by the philosophy that ‘Boring Doesn’t Sell’. Their roster of clients is made up of ambitious brands including FBD Insurance, Mediahuis Ireland, Dunnes Stores, EPIC: The Irish Emigration Museum, and Barnardos Ireland.