We consider the internal control of linear parabolic equations through \textit{on-off shape} controls, \ie controls of the form $M(t) \chi_{\omega(t)}$ with $M(t) \geq 0$ and $\omega(t)$ with a prescribed maximal measure. We establish small-time approximate controllability towards all possible final states allowed by the comparison principle with nonnegative controls. We manage to build controls with constant amplitude~$M(t) \equiv \overline{M}$. In contrast, if the moving control set $\omega(t)$ is confined to evolve in some region of the whole domain, we prove that approximate controllability fails to hold for small times. The method of proof is constructive. Using Fenchel-Rockafellar duality and the bathtub principle, the on-off shape control is obtained as the bang-bang solution of an optimal control problem, which we design by relaxing the constraints. Our optimal control approach is outlined in a rather general form for linear constrained control problems, paving the way for generalisations and applications to other PDEs and constraints.