Save the Children UK has launched a new campaign titled ‘The Elephant in the Room’ to highlight the financial pressure that school holidays can place on families living in poverty.
The animated film was narrated by actor Himesh Patel, who recently starred in Christopher Nolan’s The Odyssey as Eurylochas, and demonstrated how poverty can affect children during the holidays.
The film followed a family navigating the school break, drawing attention to the everyday moments and opportunities that can become more difficult when money is tight.
Illustrated by artist Alice Bowsher and animated by Plastic Horse, the spot has arrived alongside research from Save the Children’s Big Summer Survey 2026, which asked 2,000 UK parents about their experiences of the school holidays.
The research found that 88 per cent of parents experience financial and emotional pressure during the holidays, while three in five say it is the hardest time of year financially, ahead of Christmas.
Save the Children’s campaign focuses on the additional costs that can come with the six-week break. With free school meals stopping and childcare costs increasing, families can face expenses that are not present during term time. The campaign aims to bring attention to the impact this can have on children, from missing out on activities to the wider pressures placed on the entire family.
Alongside the film, Save the Children has launched a dedicated school holiday support hub that offers information for families. This includes guidance on financial support, free activities, food assistance and the Holiday Activities and Food programme, as well as advice on talking to children about money.
By combining research, animation and practical support, the campaign presented school holiday poverty as an issue that can easily go unnoticed. ‘The Elephant in the Room’ aimed to put less visible experiences at the centre of the campaign, while the wider support hub gives families access to information that can help ease some financial pressure.
