This poster from 1920 promotes the Desborough Estate in Paddington. It
shows a 'before and after' image of the new housing that would replace the
existing slums. It encourages the public to buy the 6% Housing Bonds that
will help to make modern housing a reality.
Why buy bonds to build houses?
Following the Housing Act of 1919, the London County Council (LCC)
introduced housing bonds. The public were encouraged to buy the bonds to
raise money for the government. The government could then use the money to
build new public housing.
Promotional campaign
To promote the scheme, the LCC launched a publicity campaign. They wanted
to show the benefits of their housing plans and those of other
metropolitan boroughs. Londoners raised just under four million pounds
through purchasing the bonds. Unlike many of the others, the Desborough
estate appears never to have been built.
