The Women’s Equality Party is calling for an urgent end to the two-child benefit cap, claiming that it could release as many as 300,000 British children from hunger and poverty.
Developed by creative agency Quiet Storm, “You’re not you when you’re hungry” draws inspiration from the famous campaign of the same name by AMV BBDO for snack bar Snickers.
The party’s campaign aims to persuade the new Labour government to do away with the two-child benefit cap which currently bars parents from claiming Universal Credit or Child Tax Credit for any more children.
“Governmental failures have paved a path of destruction bulldozing through our NHS, cutting gaping holes in our local services, and it is women, minoritised groups and children paying the highest price,” Women’s Equality Party deputy leader, Sophia Moreau said.
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“Child poverty is out of control, and we cannot go on like this. That’s why the Women’s Equality Party have launched this campaign with Quiet Storm to demand that the Labour Party steps up and delivers the ambitious policies that we need to reverse the years of austerity that got us here.”
The innovative creative marks the launch of the Women’s Equality Party’s wide-ranging campaign that aims to phase out child poverty and lift the two-child benefit cap.
Quiet Storm head of planning, Adele Meer added: “In the furore of an election it’s impossible to cut through politics with more politics, so we had to find another way to highlight the almost complete lack of policy on poverty from other political parties. It has been 20 years and six prime ministers since the UK last saw a sustained fall in poverty. The Women’s Equality Party is right to demand that the new government must make poverty a priority.
“If we can’t create a society where children don’t go hungry, we will never live in an equal society. We know the Snickers campaign has had a huge impact – bravo, AMV BBDO – and so if it takes piggy-backing on that to get poverty on the agenda, so be it.”
