Shelter: Charity starts at the home end

Shelter, a housing and homeless charity, launched #NoHomeKit, asking UK football clubs and fans to break tradition, give up their home kit in support of those with no place to call home and wear an away or alternate shirt to increase public support for the cause and drive short-term donations.

Summary

Boxing Day 2021 was spent like any other, watching my hometown football club Nuneaton Borough. Only that year, breaking an 86 year old tradition, players wore bright yellow instead of the usual blue and white, with many fans also dressed in yellow for the occasion.

This unfamiliar sight was thanks to planning's response to the UK's mounting housing emergency. Working with Shelter, we pinpointed the issues behind declining support in the face of rising homelessness. We identified the unique power of 'home' in football as an access point to an influential new audience. And we used football's attachment to...

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