PROBLEM: In the UK, over 4 million people are living in poverty. However many are not aware of this.
INSIGHT: Poverty is perceived as occurring elsewhere instead of right in front of you.
SOLUTION: Highlight the poverty that surrounds our audience.

To highlight the 1/5 that is facing poverty in the UK, we would use a fifth of the tube gates as a means for the public to donate at just a tap.

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