You are viewing an archived entry from the 2023 awards

People’s Choice Award 2023 Silver Longform £5-20 million

Cash For Kids
The Block

Film & Campaign Description

Each year, Cash for Kids help thousands of vulnerable children in the UK and we wanted to show this in the most powerful way - through the children's stories themselves. The Block tells the stories of 4 very different children living through hardship and poverty in Glasgow. They are weaved together through the use of a fictionalised block of high rise flats where all four children are shown to live. As each story finishes, the camera moves through the wall to take us into the next one. The children in the film are actors, but each of their stories is true, told from real families that Cash for Kids has helped since the pandemic.

After the film's release in December 2021, it was shown to the public at three high profile charity events hosted by Bauer Media's Hits Radio Stations Clyde 1, West FM & Westsound. Having received an amazing response, the film helped raise over £600,000 for Cash for Kids collectively across the Christmas Lunch events. We hope that by entering these awards, the film will help spread the charity's message to new audiences across the UK.

Cash For Kids

Cash for Kids is a grant-giving charity helping the children that need it most across the UK.

Our mission is to improve the lives of disadvantaged children and young people in our communities who are affected by poverty, illness, neglect or have additional needs. We believe that all children should be able to express their individuality, achieve their potential and live life to the full.

We work with grass-roots organisations that aim to make a difference to young lives, directly supporting families who often have nowhere else to go.

Collectively Cash for Kids raised £21.4 million across the UK in 2021, supporting 548,102 children.

UN Sustainable Development Goals

We align with the following UN Sustainable Development Goals: