Star-led film exposes harsh reality of childhood poverty at Christmas

Studio Yes has produced a short film for Action for Children featuring award-winning actor and charity ambassador Anna Maxwell Martin. The story highlights the difficult circumstances facing children growing up in poverty during the Christmas period and invites the public to support the charity’s seasonal appeal.

Titled Santaland, the film is set inside a nostalgic, improvised Christmas grotto. Anna Maxwell Martin portrays an exhausted elf at the end of her shift who is approached by Lily, a six-year-old girl who missed the chance to meet Santa. What begins as a gentle exchange about Santa’s Christmas Eve journey gradually reveals that Lily’s family cannot afford to celebrate Christmas.

A narrative rooted in real childhood poverty

Lily represents one of the 4.5 million children living in poverty in the United Kingdom, the highest number since current records began. The film encourages viewers to become a Secret Santa by donating to Action for Children, helping provide essentials such as warm clothing, a hot meal or a gift for a child who may otherwise go without.

Anna Maxwell Martin: "I wanted to collaborate with Action for Children on this special film to shout about the shocking levels of poverty across the UK which are shattering childhoods. It’s easy to think that poverty happens elsewhere, but it’s affecting children in every community; a child that’s going without breakfast or dinner, without a warm coat or might be feeling a lot of shame. For many, Christmas is just another day of empty cupboards and wondering why their friend got presents and they didn’t. Childhood is short. Children only get a few chances to make magical memories. That’s why we need your support now."

Locks Farmer, Managing Director of Income and Engagement at Action for Children: "We are very grateful to our ambassador, Anna Maxwell Martin for lending her voice and acting talent to help shine a light on the devastating reality facing children and their families in poverty. At Christmas, our frontline workers witness children sleeping on cold, hard floors with only a blanket, and they take calls from desperate parents in tears because they’ve skipped meals so their children can eat. Action for Children is often the last lifeline for families with nowhere else to turn, and without the generosity of public donations, we simply couldn’t continue this vital work."

Creative approach shaped by frontline insight

Studio Yes worked closely with Action for Children’s frontline teams to inform the script and production, ensuring the portrayal reflected the lived experiences of families seeking support.

Dulcie Cowling, co-founder and creative director, Studio Yes: "Though you could never call this ad funny, it shows the power of using what at first seems like humour to make a heartbreaking point. Sam, Zoë and I at Studio Yes all love the cause and wanted to get behind it – so we pulled in all sorts of favours from kind folks in the industry to help make it happen. We want to offer a big thanks here too to everyone who worked together to get such an important film out into the world."

www.actionforchildren.org.uk

Follow Marketing Report on LinkedIn