Emergency Winter Appeal
The Trussell Trust
The Brief
Shedding light on the cost of living crisis and the added challenges winter brings
Sectors: Charity | Campaigns
Services: Film | Design | Animation
An Overview
The Trussell Trust works with with communities, churches, and partners to establish and maintain food banks throughout the UK. These banks collect non-perishable food donations, distributing them to those in need. Beyond emergency food aid,
the trust strives to address poverty’s root causes and advocates for policies targeting issues like low income and unemployment.
Meantime were appointed to this charity film production to shed light on the looming cost of living crisis and the added challenges winter brings for many individuals.
The Outcome
With a Focus on a family of four in different situations
Deliverables:
- Hero Film
- Cut Downs for Social
- Design Treatment
- Static graphics
- Animated graphics
Dinner Table Dilemma: The youngest child’s plate teeters on the edge, stressing the family. When it disappears, the husband shares his meal with his wife, who passes hers to their daughter.
Breakfast Sacrifice: The older daughter sacrifices her breakfast for essential supplies as her mother’s cereal diminishes.
These scenes in this charity film production build up to the family’s worried realisation that this Christmas won’t be the joyful occasion they once knew, symbolised by a shaking Christmas tree.
Research & Strategy
Showcasing Real Stories, Sparking Reflection on Rising Food Bank Demands
To grasp Trussell Trust’s mission, our team delved into
their work—analysing data and hunger statistics in the UK, and engaging in ongoing discussions with the TT team.
This made our project a true collaboration between Meantime and Trussell Trust.
As food bank demand rises, our strategy tells real-life family stories with a touch of humor and fantasy. A moving soundtrack crescendoes with the film, and a deliberate cut-off, paired with a powerful title, prompts reflection on tough decisions. This charity film production merges our efforts with Trussell Trust’s mission to address growing food bank needs.
“Meantime listen closely and have the ability to turn a relatively loose brief into something both visually arresting and highly informative. We could not recommend Meantime any more highly, and look forward to continuing to work together in the future.”
Susie, The Trussell Trust
Content
Visual direction & Content for The Trussell Trust’s Winter Appeal Campaign
Crafting the design identity for the campaign’s surrounding content. We created a suite of elements including engaging social media posts, animated and static frames. Informed by TT’s brand, we integrated hand-drawn elements and a vibrant complementary colour palette for impactful sharing across platforms.
Credits
Director
Joe Murray
Camera
Michael Bailey
Lighting
Josh Carver
Practical Effects
Liam Painter
Producer
Kellen Playford
Sound Design
Luke Billing
Support and BTS
Jessie Campbell, Mads Newton
Runner
Frankie Morley
Designers
Brogan O’Grady
Conner Perry
Animation
Conner Perry
Penny Goodhand
Sound
Luke Billing
Special Thanks
Our family of four – Anja, Amadu, Scher, and Luz – for their brilliant contributions and adaptability on set. A heartfelt thank you to The Trussell Trust team for their collaboration, insights, and the opportunity to be part of a campaign that transcends beyond a mere video. It’s been a pleasure and an honour.
Related work
The Trussell Trust
Deborah