Dressed in Home Guard uniforms and kitted out with posters and placards, the Derwent Living campaigners will arrive in the capital with around 3000 other representatives from housing organisations from across the UK.
The Homes for Britain campaign aims to raise awareness of the shortage of affordable homes across the country.
It is a national effort by a number of housing and construction sector organisations, which will lobby politicians and decision makers, calling for them to end the housing crisis within a generation. Campaigners are calling on all political parties to commit to a programme of building, to meet the ever increasing demand.
Mitch Allseybrook, Derwent Living’s resident involvement manager, said: “Politicians from all parties need to respond to the national housing crisis, which is getting worse year on year. The Homes for Britain campaign and the rally in London are designed to highlight the shortfall in building and what could be done to solve it.
“It’s great to have our customers with us at this event and the rally is a great opportunity to work with them on such an important issue. It’s vital that our customers’ voices are heard so that politicians understand the seriousness of the housing crisis.
“Derwent Living representatives will be wearing Home Guard uniforms in order to raise awareness of the ‘fight’ for homes."
To further raise awareness of the rally, Peter McCormack, the company’s chief executive, and three of his colleagues are cycling the 240km, or 240,000 metres, from the company’s Pride Park base, to Westminster. The distance represents the number of affordable homes required to be built each year to keep up with demand, according to government figures released in 2007. Currently, less than half that figure is being reached annually.