'Santaland’ reveals the harsh reality for children living in poverty at Christmas
Award-winning actor and charity ambassador, Anna Maxwell Martin stars in a new short film, created by Studio Yes for Action for Children, poignantly highlighting the devastating reality that children living in poverty will face this Christmas.
The film titled ‘Santaland’ takes place in a nostalgic, makeshift Christmas grotto. Anna plays a busy elf at the end of her shift and is unexpectedly stopped by a curious six-year-old girl, Lily, who has missed the chance to visit Santa in person.
Full of childlike wonder, Lily bombards the elf with some big questions about Santa, keen to understand whether he will encounter any challenges when making the trip to deliver her present on Christmas Eve.
What begins as a heart-warming exchange of questions turns into a devastating blow when the elf begins to understand the reality of Lily’s situation, as it becomes apparent that her family can’t afford to celebrate Christmas.
Lily represents one of the 4.5 million children in the UK growing up in poverty; the highest number since current records began, with 100,000 more children in poverty last year than the year before[1].
The film asks members of the public to become a ‘Secret Santa’ for a vulnerable child. By donating to Action for Children, you could provide essentials like warm clothes, a hot meal, or a Christmas present for a child who wouldn’t otherwise get one.
Actor and Action for Children ambassador Anna Maxwell Martin said: “I wanted to collaborate with Action for Children on this special film to shout about the shocking levels of poverty across the UK which are shattering childhoods.
“It’s easy to think that poverty happens elsewhere, but it’s affecting children in every community; a child that’s going without breakfast or dinner, without a warm coat or might be feeling a lot of shame.
“For many, Christmas is just another day of empty cupboards and wondering why their friend got presents and they didn’t.
“Childhood is short. Children only get a few chances to make magical memories. That’s why we need your support now.”
Locks Farmer, managing director of income and engagement at Action for Children, said: “We are very grateful to our ambassador, Anna Maxwell Martin, for lending her voice and acting talent to help shine a light on the devastating reality facing children and their families in poverty.
“At Christmas, our frontline workers witness children sleeping on cold, hard floors with only a blanket, and they take calls from desperate parents in tears because they’ve skipped meals so their children can eat.
“Action for Children is often the last lifeline for families with nowhere else to turn, and without the generosity of public donations, we simply couldn’t continue this vital work.”
To help inform the film script and production, Action for Children and creative agency Studio Yes collaborated closely with the charity’s frontline services across the UK, who support families just like Lily’s, who need support this Christmas.
Dulcie Cowling, co-founder and creative director at Studio Yes, said: “Though you could never call this ad ‘funny’, it shows the power of using what at first seems like humour to make a heartbreaking point.
“Sam, Zoë and I at Studio Yes all love the cause and wanted to get behind it, so we pulled in all sorts of favours from kind folks in the industry to help make it happen. We want to offer a big thanks here too to everyone who worked together to get such an important film out into the world.”
Until 3 December, Action for Children’s charity partner Nationwide Building Society will match donations up to a total of £200,000, meaning every £1 you donate will be worth £2.
Children in your community need a Secret Santa like you. Your gift could help children like Lily* feel the magic of Christmas. To donate visitiamsanta.org.uk.
Credits
StudioYes
Creative partner: Dulcie Cowling
MD/Executive Producer: Sam Ojari
Executive Producer: Zoë Waller
Writer/Director: Spencer Brown
1st AD: Sergie Fiddes
Production Manager: Holly Newman
Production Support: Lily Ashton and Daniel Cech-Lucas
DOP: Sam Meyer
1st AC: Adam Fox
2nd AD: Ashton Born
DIT: Jonathan Boyd
Gaffer: James Hawkins
Spark: Elliot Kennedy
Spark: Alex Guilastrillo
Spark: Matt Flynn-Burkett
Sound Recordist: Christian Curtis
Art Dept: The Set Guys
Wardrobe Stylist: Charlotte Holt
Hair & MU: Dani Richardson
Child Agents: Urban Angels, Lily Safiyah Elrayah
Voice of Mum: Livvy May
Post Production
Work Editorial: Charlie Moreton, Offline editor
Grade Studio: RM
Audio & ADR: Guilt Free Audio Post Production
Motion GFX Maisie Tuckett
Online Editor: Roman Stanley
Special thanks to SHL Lighting & Emmyland Kit Rental and Location One & Whittington Park Community Centre
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