BFI Screenonline: The Promised Land?: LCC Housing Bonds (1920)

The Promised Land?: LCC Housing Bonds (1920)

Material to accompany the BFI Mediatheque 'The Promised Land?' DVD

Main image of The Promised Land?: LCC Housing Bonds (1920)


35mm, black and white, silent, 350 feet

Sponsor	London County Council
Title design & drawings	D.E. Braham


Focus Questions
In the Classroom

An animated film to encourage Londoners to buy housing bonds.

Prime Minister David Lloyd George promised the creation of "homes fit for heroes" to alleviate the acute housing shortage following World War One. Much of the funding for public housing came from local authorities or state subsidy and the London County Council (LCC) introduced housing bonds.

This short, LCC-sponsored animated propaganda film aimed to promote the purchase of housing bonds by Londoners and offers an early example of 'celebrity endorsement' in the form of a letter of support from Hollywood stars Douglas Fairbanks and Mary Pickford.