TV ad: Women’s Equality Party: Poverty

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With a new Labour government taking power in the UK, the Women’s Equality Party is launching a campaign, created by Quiet Storm, to raise awareness about child poverty – an issue that wasn't talked about nearly loudly enough during the election – and demand that the newly elected government lift the two-child benefit cap. No child can flourish when they’re hungry, right now, a third of all children in the UK are in poverty, and the two-child benefit cap is directly linked, leaving 300,000 children on the breadline. The digital campaign doesn’t use political language and instead speaks in a vernacular that we all understand – the language of food ads. The campaign riffs on Snickers’ well-known tagline “You’re not you when you’re hungry”, to show the hardship hundreds of thousands of children face as a result of the two-child benefit limit. It calls on the audience to contact their MPs and hold the new government to account for ending the two-child benefit cap. The collaborative campaign breaks on 16 July, marking the launch of the Women’s Equality Party’s long-term campaign to bring an end to child poverty and the two-child benefit limit.