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All it takes is a spare room.
This is the simple insight at the heart of a new CPL campaign to encourage more people to become hosts for guests from Ukraine.
Launched on behalf of two local authorities in Cambridgeshire, the powerful campaign includes three short films and advertising across a range of print and social media.
Thousands of people across the UK signed up earlier this year to be hosts for people fleeing Ukraine. However, the initial commitment was for six months and that period is now coming to an end.
As a result, although 75% of hosts say they are happy to continue hosting, a significant proportion of Ukrainian guests are looking for new places to stay.
After interviewing a number of hosts and their guests, the CPL team created a campaign that reinforces the emotional and rational reasons for being a host.
The messy heart at the centre of the campaign emphasises the horrible reality of war, while the simple ‘Spare room’ message highlights that all people need in order to help is a spare room in their home.
Mike Sewell, CPL managing director, said: “This subject is close to our hearts at CPL, as many of us know personally both hosts and guests through the Homes for Ukraine scheme. After winning a competitive pitch to deliver this project, we have turned around a broad range of content for a number of different digital and print channels.
“I do think many people aren’t aware that more hosts are needed right now. So now the focus is on encouraging as many people as possible to sign up.
Hosts receive comprehensive support from the local councils, along with a £350 monthly Government ‘Thank you’ payment. Both councils are also offering extra opt-in monthly payments to hosts of £150, in response to feedback about rising costs of housing guests, particularly over the winter months.
South Cambridgeshire District Council’s Lead Cabinet Member for Communities, Cllr Bill Handley, said: “We need local people to step-forward and sign-up as hosts, so that our guests from Ukraine have the best possible chance of remaining in and around the communities that have welcomed them so warmly.”
Cambridge City Council’s Executive Councillor for Equalities, Anti-Poverty and Wellbeing, Cllr Mairéad Healy, said: “To help ensure people can stay in the areas where they’ve started to feel at home, we’re hopeful that a new batch of enthusiastic hosts will come forward. All you need is a desire to help and a spare room.”