Impero's 'The Lunch Hour Sacrifice' urges UK businesses to donate an hour's salary to food banks to fight child hunger. Discover how your company can help.
Out-of-Home Impact Across London
From July 14, the campaign expands into the streets of London with OOH billboards, supported by creative street advertising group BUILDHOLLYWOOD. The posters bring the online visuals into public view—designed to stop people in their tracks and make them think.
Why This Matters Now
The timing is no coincidence. As the UK school summer holidays begin, over three million children are at risk of going hungry. Without access to Free School Meals (FSM), families face an average additional food burden of £30–£40 weekly. Food banks report summer as their busiest season, with rising demand and urgent need for donations.
Voices Behind the Campaign
Elliott Starr, Creative Director at Impero, explained: “My brother-in-law is a teacher, and the stories from his classroom were heartbreaking. This campaign is about shaking people out of complacency. The cost of a lunch hour is little to a business—but life-changing to a hungry child.”
Alastair Mills, Executive Creative Director at Impero, added: “This is not about guilt—it’s about truth and empowerment. If just 0.1% of UK businesses participate, we could raise millions. A lunch hour represents a privilege many forget they have.”
Join the Movement
Whether you're a business owner, manager, or employee, you can take part today. Visit lunchhoursacrifice.org and be part of the movement to ensure no child in the UK has to eat rubber or go to bed hungry. A small gesture, a massive difference.
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