Creative agency Muckle Media has been appointed to lead on developing the brief for the campaign entitled ‘Homes Build Futures’. 

With HFS members providing the vast majority of new homes of all tenures, the campaign, which is supported by Lloyds Banking Group and taking place during the organisation’s 25th anniversary year, will support its primary purpose of delivering more homes for the people of Scotland.

In identifying the many barriers that prevent this happening and developing the solutions required to tackle them, HFS said current key constraints include the planning system and the cumulative impact of recent/proposed legislation, which it has been estimated will add £34,000 to the cost of building a new home.

Muckle Media will play a crucial role in elevating HFS messaging, ensuring housing is a primary focus of public discourse and fostering collaborative solutions to contribute towards Scotland’s housing challenges.

Jane Wood, chief executive at Homes for Scotland, said: “Scotland’s housing system is in a precarious position with 28% (693,000) of households identified as being in some form of housing need, with homelessness at record levels as demand continues to outstrip supply. 

“While government and those on the front line of the housing sector are fully aware of the emergency the country finds itself in, it is a subject matter that often flies under the radar for many in their busy day-to-day lives but we all have examples from colleagues, friends and family on the impact the current situation is having on their ability to lead full lives, achieve their potential and plan for the future. We are not just talking about housing for now, we are talking about ensuring that housing needs are being met for our children and their children to come. 

“In working with Muckle Media, we’ll be exploring new ways to bring the topic into the homes of consumers, as well as politicians, so that it’s an issue that hopefully transcends the board room to people’s living rooms. We’re also working with George Clarke to help maximise our reach and very excited about what’s to come. We are looking forward to revealing plans of the campaign soon.” 

Nathalie Agnew, managing director and founder of Muckle Media, said: “One of our core brand values is to leave the world in a better place, and working with Homes for Scotland will allow us to contribute to that mission by supporting thought-provoking campaigns that address Scotland’s desperate housing needs and help shift the dial when it comes to consumer opinion. We’re really looking forward to helping to drive positive change within the housing sector.”