Imagine

In the UK today, 4.2 million children live in poverty, a number that will only increase as families face the increasing impact of the cost-of-living crisis. Child Poverty Action Group needed to cut through the noise to bring child poverty back to the top of the agenda and once again make it a key issue for the public, and the government. But they couldn’t rely on their usual channels to reach audiences. They needed a new idea, one that couldn’t be ignored and one that would elicit an emotional response.