The Food Foundation

Project: Kids Aren't Eating

We took the fight for free school meals to the heart of Westminster, reimagining the influential 1978 attack ad, ‘Labour Isn’t Working’, to tell the story of 900k children waiting for the food they need for a healthy and successful start in life.

01The Context

In England, over 900k children in poverty go hungry because unfair rules deprive them of free school meals. The Food Foundation is on a mission to change this.

02The Move

To tell the free school meals story in a medium policymakers can’t fail to understand – the political attack ad.

03The Action

We took the infamous ad of a snaking dole queue outside an unemployment office and created an even longer queue – this time, formed of thousands of children waiting for food. We hijacked TV broadcasts by setting up 2 x 3 metre billboards in popular filming locations and engaged MPs with campaign spokespeople.

04The Impact

Eight briefings secured with politicians from three major UK political parties. Coverage in key national papers, including The Sun and The Daily Mail, plus cameo opportunities on GB News, securing 10.5M OTS.

Let’s talk

Ready to make an impact? Build something brave? Let’s do it together.

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