Child Poverty Action Group

CPAG - Imagine

Director: Adam Berg
Production: Smuggler
CCOs: Ben Middleton & Stu Outhwaite-Noel
Design: Tim Green, Flo Levene & Ryan MacEachern
Creative Director: Me!

Here’s a true story: in 2022, a 9-year-old boy went to school hungry. His parents couldn’t afford to feed him; but he was embarrassed about what his classmates might think, so he took in an empty lunchbox to hide his reality. Then, when the lunchbell rang, he hid in the playground and pretended to eat his lunch.

Quite something isn’t it? The brief for this project was full of heartbreaking stories like this, which sadly are a living reality for over 4.2 million kids living in poverty in the UK. It doesn’t have to be this way. Child Poverty Action Group want to hold politicians to account and make sure no children have to go without again. Help us imagine a better future at cpag.org.uk/imagine