PSA: The Lunch Hour Sacrifice

Independent creative agency Impero is launching a powerful new campaign urging businesses to donate one hour of their employees’ salaries to UK food banks, in an attempt to counter child food poverty in the UK. The Lunch Hour Sacrifice presents a striking and uncomfortable visual narrative, depicting the heart breaking realities of what children in the UK will resort to eating when faced with extreme hunger, including pencil rubbers, mouldy bread, and pet food, as well as being pushed to steal food out of desperation. The campaign, created in partnership with food photographer Chelsea Bloxsome and food stylist Liam Baker, features a series of posters, which will also appear on social media, with closely-cropped images depicting the kind of things children are being forced to eat next to words like 'Irresistible', 'Tempting', 'Enticing', and 'Appealing'. A campaign website directs users to suitable charities and food banks, and offers pre-written emails for people to share with their bosses, line managers, and financial directors, asking their company to take part. There are even pre-written social posts for businesses to use when they do, announcing their involvement.