In a stirring Christmas campaign, the charity Shelter has released an advert that poignantly highlights the plight of over 131,000 children who will face homelessness during the festive season.
The advert, titled "Good as Gold," follows the story of young Maddie, who, after hearing that being "as good as gold" will grant her Christmas wish, embarks on a journey of kindness.
She helps with chores, carries a neighbor's Christmas tree, and gives up her seat on the bus, all in the hope of receiving her desired gift—a proper home for her family.
Despite her good deeds, Maddie wakes up on Christmas Day in the same cramped, one-room accommodation she shares with her mother and brother.
The realization that her wish has not come true leads to the advert's heart-wrenching climax as she utters, "But I was so good," underscoring the message that no child should have to wish for a home.
Shelter's advert draws attention to the grim reality faced by many families in England, with children spending Christmas in inadequate and temporary accommodations, such as cold shipping containers, overcrowded B&Bs, or insecure housing.
The charity emphasizes the UK's spiraling housing emergency, exacerbated by a lack of affordable homes, and appeals for donations to support their work in providing legal advice and assistance to families at risk of homelessness.
Shelter's message is clear: during a season of giving and warmth, the true spirit of Christmas should extend to ensuring everyone has a safe place to call home.
You can watch the ad below.