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Making sure no child is too hungry to learn
Advocacy & politics
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Campaign strategy
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UK public affairs
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Political event management
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Strategy
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The client
Magic breakfast: exist to make sure no child or young person is too hungry to learn.
The challenge
Magic Breakfast sought to secure universal breakfast provision in schools across England and Wales for the long-term through an extension of the National School Breakfast Programme funding and Labour’s pledge to rollout ‘breakfast clubs’. The problem, was that existing funding faced a 2025 cliff-edge, and the details of Labour’s policy had yet to be revealed - let alone the date of the election - making creative policy campaign our central means for keeping breakfast on the agenda.
The solution
Breakfast Powers Opportunity! Our campaign and creative platform: distilled the urgency of the policy as we sought to connect the message with parliamentarians across the country.
We mapped our points of influence, correctly predicting that the Government would wait for a 10-week OBR forecast from election date - resulting in an Autumn budget, not an emergency one.
Our stand was the talk Labour Party Conference, topped off by ‘toast-it notes’ that asked MPs how breakfast powers their constituency. Ahead of the Budget, we launched a series of activations mobilising Magic Breakfast supporters to comment on Treasury and the Chancellor’s social media posts
