WORK FOR GOOD CUT - TV/CINEMA

Imagine - Child Poverty Action Group
Child Poverty Action Group

Shortlist

Title:	Imagine
Brand:	Child Poverty Action Group
Product/Service:	Child Poverty Action Group
Client:	Child Poverty Action Group
Entrant Company:	Creature London
Agency:	Creature London
Production Company:	Smuggler
Editing Company:	TRIM
Sound Company:	Factory UK
Creative Director:	Megan Egan
Release Date:	2023-06-20
Duration:	01:16
Notes for Judging:	This is a story about the power of imagination, about one of the biggest challenges facing the UK right now and how a small charity with huge ambitions refused to stay quiet about the injustice of child poverty. Since 1965, the Child Poverty Action Group has worked on behalf of every child living in poverty in the UK. Despite this, in the UK today, 4.2 million children live in poverty. 29% of all children in the country, a number that is increasing. But bringing the heart-breaking facts of child poverty to life isn’t a straightforward ask. So, rather than tackle the whole spectrum of child poverty at once, we had to find an initial way to grab people’s attention, something that would engage and enrage people universally; and it was a true story that gave us that way in. In our research, we heard countless stories about the impact poverty has on children, but one stood out. A story of a boy at a school in London who pretended to eat out of an empty lunchbox so his friends wouldn’t find out his family didn’t have any food at home. What made this story even more tragic was the way a child’s imagination was being used to combat a brutal reality. Because a child’s imagination is an awe-inspiring thing; but it can’t fill an empty belly. We took this insight and created a multi-channel campaign that brought the shocking realities of child poverty to life. The campaign was applauded by children’s charities across the world for ‘reaching new audiences and putting this crucial issue at the front and centre of people's minds’ and was seen by 5.2 million people, an unimaginable reach for a small charity. There was a 312% uplift in social conversation compared to the previous month, the campaign drove a 153% increase in donations compared to the same period the previous year and was applauded by children’s charities across the world for ‘reaching new audiences and putting this crucial issue at the front and centre of people's minds.’
Additional Credits:	CHILD POVERTY ACTION GROUP Chief Executive Officer: Alison Garnham Director of Policy, Rights and Advocacy: Sara Ogilvie Interim Director of Policy, Rights & Advocacy: Katie Taylor Director of Business: Naomi Jessop Campaign Lead: Bea Pitel Communications and Campaigns Manager: Lizzie Flew CREATURE LONDON Chief Creative Officers: Ben Middleton & Stu Outhwaite-Noel Head of Design: Tim Green Senior Designer: Flo Levane Chief Strategy Officer: Andrew Gibson Strategy Director: Flora Joll Chief Client Officer: Hanisha Kotecha Business Director: Emma French Account Manager: Evie Hutt Agency Head of Integrated Production: Kristie Girvan Integrated Producer: Niko Browne Head of PR and Marketing: Kelly Taylor Director - Adam Berg Producer - Ben Croker Production Manager - Christabelle Stone 1st AD - Tony Fernandez Production Assistant - Kamran Marzban Director of Photography - Tim Maurice-Jones Gaffer - Jakub Paczos Key Grip - Tom North Production Designer - Chris Oddy SFX - Machine Shop Food Stylist - Elaine Ngan Wardrobe Stylist - Selina Wong Hair & Make-up - Michele Baylis Casting Director - Hannah Simons Editing - TRIM Paul Hardcastle VFX - Blacksmith NYC Sound Recordist - George Watts Lighting - PANALUX Camera - ARRI Locations - SCOUT PROD. Head of Production/Executive Producer - Deborah Whitfield Junior Audio Producer - Ethan Day Sound engineer - Josh Campbell Online - Creative Outpost Music Licensing- Major Tom - Jacob Wheeler Re-Record - Wake the Town - David Bass @ Wake the Town Ltd Performed by - CW Jones & Aaron Williams Produced by - Aaron Williams