Child Poverty Action Group: Imagine

In 2023, there were 4.2 million children living in poverty across the UK. Child Poverty Action Group  wanted to bring that stat to life, giving it the public attention it deserved with their first above-the line campaign to raise awareness about rising child poverty levels and the impact poverty has on kids, as well as put pressure on the UK’s leaders.

We developed a cut-through film centred around a real story of a child eating imaginary food from his lunchbox that generated reach and engagement far beyond its budget. In an industry first, we used AI to generate scenes inspired by kids’ imaginations to expand the campaign out into static OOH and digital channels. 

Together, we saw the film viewed by 5.2 million people, an unimaginable reach for a small charity. It was shared by Members of Parliament and went on to influence Labour policy - making it one of the core issues in the party’s manifesto ahead of the election. And we saw an immediate surge in online conversation around CPAG with a 312% uplift compared to the previous month. Even more significantly, the campaign spread both nationally and around the world, and drove a 153% increase in donations to CPAG compared to the same period the previous year.