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Our first campaign for The Children’s Society saw us ask people to put themselves in the shoes of Britain’s poorest families in an informative interactive experience as part of the Fair and Square campaign.

There are so many issues surrounding poverty in the UK, and how it affects children. To get this across, we designed a simple game where people can play as one of 3 families to try to avoid “The Poverty Trap”

Users chose a family and were presented with a series of tough choices. Each family highlights a different key theme around poverty, but surprisingly all three journeys have one thing in common; free school meals can make the difference as to whether or not the family ends up in the poverty trap.

We packed the experience with opportunities for people to discover more interesting facts around the issues, with a simple click.

But, inevitably, players ended up in The Poverty Trap, where they were asked to sign a petition to make sure every child in poverty gets a free school meal. 32,000 people have signed the petition so far and The Children’s Society captured thousands of email addresses and mobile numbers for use in future marketing campaigns.