|
David Lloyd George, the Prime Minister, had promised "homes fit for heroes"
to alleviate the acute housing shortage after World War I. Much of the funding
for public housing came from local authorities or state subsidy, and the London
County Council (LCC) introduced housing bonds. The public were encouraged to buy
the bonds and the money raised would be used to build new public housing.
To promote the scheme, the LCC launched a publicity campaign and this short
film makes witty use of animation, combining words and drawings to enliven a
topic with little immediately apparent cinematic potential. Little is known
about the animator, D.E. Braham, and this may be the only surviving example of
his animation.
The film appeals to its audience's sense of both duty and thrift. Potential
investors will be doing their duty to their less fortunate neighbours suffering
from the housing shortage, while also being guaranteed a 6% return on their
outlay. £5 was a significant investment, being more than the average male weekly
wage; nevertheless, Londoners raised just under £4 million by purchasing the
bonds.
In case such practical encouragements are insufficient, the film culminates
with an early example of celebrity endorsement. Hollywood stars Douglas
Fairbanks and Mary Pickford add a touch of glamour to the film - despite not
actually appearing in it - with their letter of support for the scheme from the
Ritz Hotel.
Ros Cranston
| 
Complete film (3:28)
