Child poverty is a tragedy. Anywhere. In first world countries it could be called a scandal. The latest data indicates that over 4.5 million children – 31% of UK children, are affected.
It’s largely unseen by businesses – or their employees. Impero is making sure that both notice – and more than nudging them to help.
The campaign, Lunch Hour Sacrifice, asks businesses to donate the equivalent of one hour of their employees’ salaries to UK food banks, by presenting an uncomfortable visual narrative, depicting the heartbreaking realities of what children in the UK will resort to eating when faced with extreme hunger. This includes pencil rubbers, mouldy bread, and pet food, as well as being pushed to steal food out of desperation.
The campaign’s unignorable ads, shot by food photographer, Chelsea Bloxsome, and food stylist, Liam Baker, are spread across OOH sites (media space supported by creative street advertising specialists, BUILDHOLLYWOOD) and social media.
The closely-cropped images depict the kind of things children are being forced to eat next to words such as “Irresistible”, “Tempting” ,“Enticing” and “Appealing”.
A campaign website directs users to suitable charities and food banks, and offers pre-written emails for people to share with their bosses, line managers, and financial directors, asking their company to take part. There are even pre-written social posts for businesses to use when they do, announcing their involvement.
The campaign’s is built on the power that if just 0.1% of UK businesses commit to donating the equivalent of their employee’s lunch break, millions of pounds could be raised.
Elliott Starr, creative director at Impero, stated, “My brother-in-law is a primary school teacher, and I was shocked when he shared with me some of the bleak realities of the classroom. I couldn’t believe this was happening in the UK. We live in a country of privilege. I work in an industry where, for many, that privilege is greater, still. But check the news, check the facts – it’s harrowing. This campaign is about shaking people out of complacency. The cost of an employee’s lunch hour isn’t much for a business to donate, but for starving children, it could mean the world.”
In the UK, the need for emergency food donations has surged by 94% in the past five years, with 1 in 3 emergency food parcels intended for a starving child. Some children are living in “Dickensian” levels of poverty, according to England’s children’s commissioner. During the summer break, the loss of access to free school meals (FSM) costs low-income families an additional £30-40 per week. Charities distribute more food parcels during the summer than at any other time of year.
Alastair Mills, ECD at Impero, added, “We live in one of the wealthiest countries in the world, and yet millions of children go to bed hungry every night. But for most of us, it’s out of sight, out of mind. This campaign isn’t about shaming, it’s about revealing the shocking truth and giving a simple, achievable way to help. A lunch hour is something we take for granted, a time when you’re paid to eat — it’s a double privilege, and one that clearly illustrates the difference between the haves and have nots. It’s why we made it central to our campaign to engage businesses to take part.”
Credits
Creative Agency: Impero
Creative Director: Elliott Starr
Design Director: Catalin Margarit
ECDs: Alastair Mills & Michael Scantlebury
Photography: Chelsea Bloxsome
Food Stylist: Liam Baker
Media Partner: BUILDHOLLYWOOD
Marketing Director: Ellie Heffernan-Horrox
Marketing Assistant: Khaly Nguyen
