Asda came to us because they wanted to highlight an issue that is facing parents across the UK as the cost of living crisis continues - uniform poverty. Almost two million school children are being forced to return to schools in old and ill-fitting uniforms, so it’s a problem that needs to be addressed and highlighted. Our challenge was attracting the attention of broadcast journalists with a ‘cost of living crisis’ story that could so easily be overlooked when households are also worrying about so many other aspects of their finances.
As part of George at Asda’s ongoing commitment to support families in need amidst the cost of living crisis, they partnered with children’s charity Buttle UK to provide free school uniforms to families in need. We worked closely with the CEO of the charity, who we put forward for interviews to discuss the research and describe what their frontline charity workers are seeing. In addition, we knew we had to have someone speak about their own personal experience for the message to hit home. We worked with a grandmother who is the sole carer of her two grandchildren who said that she considered taking the kids out of school and home-schooling them in a bid to avoid these costs.