Child Poverty Action Group: Imagine

TV | OOH | DIGITAL | PRINT

We worked with Child Poverty Action Group, the leading charity campaigning for an end to child poverty in the UK, to launch its first above-the-line campaign.

Child Poverty Action Group works on behalf of the more than 1 in 4 children growing up in poverty in the UK today. They work tirelessly to understand the root causes and create change for the millions of children who are going without basics and missing out on the magic of childhood. With the recent cost-of-living crisis, this issue has only been exacerbated. But child poverty doesn't have to exist; it is an economic problem that can be solved by our government. The campaign aims to raise awareness about rising child poverty levels in the UK and the impact poverty has on children, as well as to place additional pressure on the UK’s leaders to implement policies that could change millions of children's lives.

'Imagine' is a multichannel campaign across TV, Print, OOH, Digital, and Social that brings the shocking realities of child poverty to life. Inspired by the insight that children have been turning up to school with empty lunchboxes and then going through the pantomime of eating to avoid feelings of social embarrassment and isolation, the film, directed by Adam Berg, takes us on a fantastical journey with our hero through a school lunch hall. However, instead of lunchboxes with simple sandwiches and apples, we see mountains of fruit, endless popcorn, and doughnuts appearing like magic, all set to the iconic song 'Food, Glorious Food.' However, as our hero sits down and opens his lunchbox, instead of another incredible food surprise, we see him pretending to eat a banana as the scene changes, and he is now sitting alone.

The OOH and Digital Creative are the first created using Creature London's new production tool, Magic Ant, in which scenes inspired by children’s imaginations, are starkly juxtaposed with headlines like "Some kids dream of epic battles. Others dream of having their own bed."

Visit Child Poverty Action Group here to lend your support: https://cpag.org.uk/imagine