Above+Beyond Launches The Good Fire In Support Of Shelter, Christmas Ad In 2021

Nov. 10, 2021

As the Christmas countdown begins, "The Good Fire" is set to take the mantle for the most heartwarming ad this festive period. The virtual log fire on YouTube will raise vital funds for the housing and homelessness charity, Shelter. The new initiative was created by Above+Beyond. 

Virtual fireplace videos are an online phenomenon, and their popularity has soared during the pandemic - as home became a sanctuary from the unpredictable outside world. But that security isn’t enjoyed by the thousands of people facing homelessness this winter.

This festive period, to raise funds to support Shelter, consumers can watch "The Good Fire" from the comfort of their own homes. By simply watching the fire on YouTube -  for as little as a minute or all day long – advertising revenue will be generated and donated directly to Shelter. 

The latest figures homelessness figures for England show that 401 households became homeless every day over the last year. With living costs rising and  Universal Credit cuts affecting many this looks set to be an incredibly tough winter for lots of people. During the winter months to come, Shelter’s frontline services will be working tirelessly to support anyone facing homelessness with free expert support and advice, and it will continue to campaign for a better future. But the charity relies on the generosity of the public and its partners to be there for as many people as possible, so it hoped "The Good Fire" is one way that everyone can help.

Working in close partnership with Google, Above+Beyond has found an innovative and frictionless way for people to raise money for Shelter's important work. By simply playing The Good Fire Youtube video on their TV, AdSense revenue is generated, which will be donated to Shelter, directly helping those facing homelessness. It’s surely the most effortless way to raise money for charity ever…

To drive views of The Good Fire, Above+Beyond has created a 60” launch film with Smuggler which will be aired on Sky over the Christmas period.

Andy Harris, director of fundraising at Shelter, said:

“This will be an especially tough winter for many, for thousands of families it will mean Christmas spent in cold, cramped temporary accommodation, and for some people it will even mean freezing nights spent sleeping on the streets. Shelter's frontline services will continue to work tirelessly to help as many people faced with the trauma of homelessness as we can, but we need the public's help. Just by watching "The Good Fire" from the comfort of your own home this Christmas you can help us fight for a safe home for everyone without one, this winter and beyond.”

 

Dominic Goldman, Executive Creative Director at Above+Beyond, said:

“Subverting existing technology to allow people to virtually warm their home while helping people without one, has been especially rewarding for the team.”

 

Zaid Al-Zaidy, CEO at Above+Beyond, said: 

“Working with the YouTube team at Google has been fantastic. This Good Fire is a great example of technology and creativity coming together to deliver wonderful things.”