Times are hard. No doubt about that. Speculation has collapsed under its own weight and our credit has been left pretty comprehensively crunched. Peeving no?

Admittedly, it is actually quite a lot worse than peeving. However, whilst we might obsess about how the crisis is affecting our own fiscal health, increasingly less is being said about the fates of those in real need. Worryingly, the very concept of charity seems to have slipped and faded from our concerns as me, id, ego and I have come pushing to the front. Progressively, it feels like individuals are ceasing to be concerned for a wider idea of humanity. A chilling thought indeed.

Luckily, one can take some heart in the news that at least a little warmth is being lent by the creative community. Wonderfully, a small section of this fellowship has gathered around in support of an irrefutably vital and worthy cause. Leo Burnett (the ad agency) has marshalled an incredible array of willing talent, to create a new campaign (working across TV, posters, mail and online) for Shelter - the housing and homelessness charity. The full list of contributors goes on and on. For example: the TV spot has been sound-tracked by Radiohead, whilst Framestore have crafted the CGI; and for the print work, Blinkk have produced photography which has then been edited by Saddington & Baynes. Most importantly, these luminaries have worked entirely without fee.

This heart-warming gesture has arrived not a moment too soon. As members of a supposedly civilised western society, it is all too easy too dismiss the ideas of homelessness and squalor as alien and irrelevant. Unfortunately, this is currently a grave error - Shelter is operating within a Britain where, in 2009 alone, at least 1.9 million households await social housing and another estimated 75,000 face repossession.

And the results? Well the TV commercial is simply gorgeous and must be watched. The camera shows an inner city landscape, as viewed from inside a moving train. Whilst various concrete and glass structures tower and teeter, amongst them sit fragile abodes constructed from over-sized playing cards. Then, as passing winds buffet the materials asunder, the Oscar nominated (and once homeless) actress, Samantha Morton, recites a stirring call to action.

Jon Burley, Leo Burnett’s Group Executive Creative Director, summarises the intention of this work when he states that “I can only hope that the beautifully simple power of this campaign will help Shelter raise the money and support they need at such an important time”. A noble mission indeed, but aside from this direct statement of purpose, we might also observe a broader story. Whilst it cannot exactly be claimed that there has been a return of Blitz spirit, real integrity has been shown here. The recession has ushered in a formidable array of new personal hardships and anxieties, and the featured team have risen against what would popularly be considered a very natural swell of self-interest. Chins have been tilted skywards and perspective has been kept on the bigger picture. Long may such efforts continue.

You need to have the Macromedia Flash plugin installed to be able to play this video.