The aim of this project is to produce a 2D animation that illustrates my view of an ethical or sustainable subject of my choice.
After considering the ethical or sustainable topics I most care about, I had the below options:
- Food waste
- Plastic packaging
- Stopping new oil and gas projects
- Tax the rich
Subject
From this list I made the decision to create an animation about taxing the rich. This is a topic I am passionate about due to the unfair state of the UK’s growing wealth inequality.
Recent changes to universal credit and disability benefits have meant that “2.25 million families who currently receive the health element of Universal Credit will lose £500 a year on average by 2029/30” (Lekarski et al., 2025). These families are the most vulnerable in our society, already on a low income and unable to work due to health conditions. Inflation is continuing to increase rapidly and the income from the government given to these families has been frozen until 2029/30.
There are people within society that have enough money to contribute to improve the economic balance of the UK without it having much effect on their lives. Oxfam (2025) states that “since 2015, the richest 1% has owned more wealth than the rest of the planet”. Tax Justice UK and Patriotic Millionaires UK (2025) suggest applying “a 2% tax on assets over £10 million, to raise up to £24 billion a year”. This would allow the government to create fairer budgets to protect the poorest in society instead of taking away from those who are struggling the most. There are other tax reforms and closed loopholes that these organisations are proposing, however my focus will be on the 2% tax.
Audience
For a campaign like this the audience is broad because the message is important and should be spread widely to unite a diverse array of people. Both working class and middle-class people of any age are the target audience.
Purpose
Stevenson (2025) states “we need to get wealth back into the hands of ordinary families. That means taxing working people less and rich people more.”
The purpose of my animation will be to educate people who don’t understand the importance of growing wealth inequality and to help build a movement that is already starting to happen.
My original idea was to make an animation that paints the rich in a bad light, as big greedy men. However, upon reflection this is not the best way to spread this message, it is more important to unite people in learning and talking about the issue, not cause division.
Ethical and Sustainable
Tax Justice UK (2025) states that “former Prime Minister Rishi Sunak paid just 23% in tax in 2023 on his £2.2 million in earnings. That’s a lower rate of tax than a teacher.”
The money raised could be used to could contribute to improving the NHS, public services and building greener homes. Ultimately it will bring money back to the middle class and working class people which will help to reduce wealth inequality.
The next post will begin to explore the style choices for the animation, along with the storyboards and conceptual design transitions to be included.
References
Lekarski, P., Greeves, M. & White, E. (2025) Spring statement 2025: Universal credit and disability benefits shake-up confirmed. https://www.moneysavingexpert.com/news/2025/03/benefits-shake-up/ [Accessed 22 Apr 2025].
Oxfam (2025) Extreme inequality and essential services. https://www.oxfam.org/en/what-we-do/issues/extreme-inequality-and-essential-services [Accessed 22 Apr 2025].
Stevenson, G. (2025) How to stop the economy from collapsing [Video]. https://www.youtube.com/watch?v=rAb_p5DCC3E [Accessed 22 Apr 2025].
Tax Justice UK (2025) Ten tax reforms and closed loopholes to raise over £60 billion in a single year. https://taxjustice.uk/wp-content/uploads/2025/03/Ten-tax-reforms-closed-loopholes-to-raise-over-60-billion-March-2025-1.pdf [Accessed 22 Apr 2025].