The Invisible Poverty campaign at Santander headquarters
A high-profile charity campaign developed in partnership with the Milton Keynes Community Foundation, has been named a finalist in the Marketing Campaign of the Year category at the annual Third Sector Awards.
Launched in November 2024, the campaign set out to challenge damaging stereotypes and raise awareness of so-called ‘invisible poverty’ — the hidden hardships faced by individuals and families across Milton Keynes amid the deepening cost of living crisis. It aimed to bring to light the realities of those struggling below the poverty line while encouraging increased donations from the public, business community and existing supporters.
Fraser Singleton, founder and managing director of MOTUS, said: “We are proud to see this important campaign recognised at a national level. From the outset, our aim was to deliver a campaign with real impact despite the financial constraints often associated with third sector work.
“Our creative team approached the challenge with conviction and sensitivity, giving voice to those whose stories are too often overlooked. This campaign was about making the invisible visible.”
Claire Baldock, Marketing and Communications Director at the Milton Keynes Community Foundation, added: “This campaign was critical for us in communicating the urgent need facing so many in our city. MOTUS brought both vision and empathy to the creative process, ensuring the messaging truly resonated within our community.”
The campaign secured media coverage on BBC News at launch and featured the real-life stories of those affected by poverty, underscoring that financial hardship can impact anyone.
The ThirdSector Awards celebrate outstanding work in the UK’s not-for-profit sector, recognising organisations and individuals who are making a tangible difference to society. Winners will be announced at a ceremony at the Hilton Park Lane, London, on 12 September.
MOTUS is one of six finalists in its category.
