Children’s charity Barnardo’s is shining a light on the alarming child poverty crisis currently gripping the UK with a heart-breaking film that depicts the harsh day-to-day reality of the issue.
Depicting a young girl quite literally retreating into her shell by covering herself with a giant sea snail-style carapace, the spot illustrates how living with poverty can make children withdraw – affecting both their educational and social development.
With more than one in four children in the UK currently living in the UK, ‘Mollusc’ serves as stark reminder of the action that needs to be taken to help young people thrive – with charities like Barnardo’s at the forefront of this.
Developed by independent agency Don’t Panic, the hero film showcases how the specialist work carried by Barnardo’s and its peers can turn children’s lives around, despite the overwhelming difficulties they face daily.
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“We worked closely with support workers at Barnardo’s Cost of Living Fund team,” said Don’t Panic creative director, George McCallum.
“The team developed and delivered a cost of living response for all families supported by Barnardo’s, to ensure the experiences the film depicts were both widely representative and emotionally authentic.”
Directed by duo DOM&NIC through Outsider films, the clip is set to Bill Ryder’s ‘Don’t Be Scared, I Love You’ and will run across TV and social media.
Creative Ada Rose added: “The shell metaphor is a simple one but it captures so many complex and challenging experiences. The more we worked with the frontline team at Barnardo’s the more resonant it became.
“It’s about dissociation, not being able to access resources, carrying shame, poor mental health and feeling you have to hide who you are. It’s so important that we recognise how all of these can be part of childrens’ and families’ experiences of poverty.”
