The Power of Imagination and the Reality of Child Poverty
Bringing the harsh realities of child poverty to life through a poignant campaign that moved the nation and influenced policy.
The Business Challenge
With 4.2 million children living in poverty across the UK, the Child Poverty Action Group (CPAG) sought to raise public awareness and pressure policymakers to address this critical issue.In 2023, CPAG faced the daunting task of highlighting the stark statistic that over one in four children in the UK live in poverty. The challenge was to humanise this figure, generate widespread public attention, and compel political leaders to take action. As a small charity, CPAG needed a campaign that would resonate deeply without the backing of a substantial budget.
The Diagnosis
A compelling narrative was needed to transform abstract statistics into an emotional story that would engage the public and policymakers. While the numbers were alarming, they failed to convey the personal hardships faced by children in poverty. CPAG recognized that to inspire action, they needed to tell a story that illustrated the daily struggles of these children, making the issue tangible and urgent for a broad audience.
The Solution
We created a multi-channel campaign centred around a powerful film depicting a child pretending to eat from an empty lunchbox, symbolizing the invisible struggles of children in poverty. Drawing inspiration from a real story of a child feigning the act of eating to avoid embarrassment, we developed the 'Imagine' campaign. At its heart was a poignant film that took viewers on a journey through a school lunch hall, culminating in the child's heartbreaking pretense of eating imaginary food. To extend the campaign's reach, we utilized AI to generate visuals inspired by children's imaginations, which were featured in static out-of-home (OOH) displays and digital channels. This innovative approach allowed us to convey the loss of childhood magic due to poverty, making the issue relatable and pressing.
The Results
5.2 million views
The film reached an audience far exceeding expectations for a small charity.
312% increase in online conversation
There was a significant surge in discussions about CPAG and child poverty following the campaign's launch.
153% increase in donations
The heightened awareness led to a substantial rise in contributions compared to the same period the previous year.
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