Imagine   A Dream Meal   About Child Poverty   Child Poverty Action Group (CPAG)

Empty Lunch Boxes, Full Imaginations – An Emotional ad

TV Commercial Review

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An emotional advert!

Child Poverty Action Group (CPAG) has recently launched a poignant short film that sheds light on the harsh realities faced by children living in poverty. The film, created by Creature London and directed by Adam Berg, portrays the isolation and deprivation experienced by a child due to poverty. Through the eyes of a child with an empty lunch box, the film takes us into his imagination, where he dreams of a lavish feast with friends.

The ad is supported by CPAG’s research which reveals the emotional and physical toll poverty takes on children and their families. The study surveyed 1,146 UK adults and 332 children aged 14-17 who are in or at risk of poverty. The findings are alarming, with 65% of children worrying about their family’s financial situation and 56% about how it might affect their future opportunities.

One of the most touching aspects of the ad is the child’s imagination, which starkly contrasts his reality. This reflects the findings that children in poverty are missing out on fundamental social interactions and joys of life, such as days out, cinema trips, and extra-curricular activities.

Child Poverty Action Group Imagine A Dream Meal ad
Child Poverty Action Group Imagine A Dream Meal ad.

The ad effectively humanizes the statistics and brings to life the struggles millions of children face. It is a call to action for the UK government to do more to support families struggling financially.

ad Child Poverty Action Group (CPAG)
Ad Child Poverty Action Group (CPAG)

Child Poverty Action Group
Child Poverty Action Group Commercial


  • Emotional Connection: The ad effectively tugs at the heartstrings and creates an emotional connection with the audience, highlighting the innocence of children affected by poverty.
  • Awareness and Education: By incorporating accurate research data, the ad educates the audience on the extent of child poverty and its mental and physical health effects.
  • Call to Action: The ad serves as a call to action, urging the government and society to alleviate child poverty.


  • Depressing Tone: While the ad is impactful, its somber tone might be too depressing for some viewers, causing them to disengage.
  • Lack of Direct Solutions: The ad could have been more effective if it provided viewers with direct ways they could contribute to alleviating child poverty.
  • Focus on Negative Aspects: While it’s important to highlight the struggles, the ad could also have focused on the resilience and dreams of children in poverty to provide a more balanced narrative.

An emotional ad



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