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The authentic portrayal of poverty in the UK remains of marginal interest to most of the mainstream media. This scheme is therefore looking for highly original, imaginative, memorable and sensitive films on poverty in the UK that confront widely held perceptions and accurately portray the realities of a life in poverty, and which prompt further debate.

Recent JRF research has shown that:

• public awareness of UK poverty is low and attitudes are often harshly judgmental of those on low incomes;
• nearly two-thirds of the public think poverty is either an inevitable part of life or due a person's own laziness;
• people's understanding of UK poverty is fragmented. Many have no language or image of 21st-century UK poverty. We are uncomfortable talking about it;
• effective communication to galvanise public support often includes all of the following:
  • life stories of people with experience of poverty;
  • explanation for the existence and persistence of poverty; and
  • presentation of solutions to eradicate UK poverty;
• the media does cover UK poverty but often without depth, analysis or the voices of people with experience of it.

JRF Director of Communications Julia Lewis said: "JRF is very excited about this collaboration between itself, the BBC and Mosaic Films. The media has real potential to influence how poverty is perceived by the public at large which, in turn, influences attitudes towards people in poverty.  We are looking for some really different takes on how to portray the complex lives led by people in poverty to deepen understanding and respect for those in less fortunate circumstances."

Andy Glynne, Director of Mosaic Films added: "There's something particularly exciting about being able to form a partnership with JRFon this project. The subject matter is an incredibly important, yet sadlyoverlooked, issue in the UK, and we're delighted to be able to address thisthrough a series of innovative and engaging short documentaries. What alsoresults from such a partnership is an important Gestalt - the notion ofproduction companies being able to form complimentary relationships with thirdsector organisations to tackle vital issues and disseminate crucial messages toa wider audience."

The films will screen as part of BBC Storyville's Why Poverty? season: a groundbreaking, global, cross-media project launching in 2012 that asks why, in the 21st century, a billion people still live in poverty, and informs audiences across the world what they can do about it. They'll also premiere aspart of a special session at Sheffield Doc/Fest in June 2011.

Nick Fraser of BBC Storyville commented: "We're delighted to be working with JRF and Mosaic Films to use the potential of short documentaries to engage audiences – both the public and decision makers – with different perspectives.The Why Poverty? season will look at global poverty and inequality with a focus on what people are doing to change their lives and get out of poverty, and on what keeps people from changing their lives and reducing poverty. Poverty in the UK is a misunderstood issue, and these films will work to redress that in a creative way."

JRF and Mosaic Films will be hosting an open session for filmmakers to learn more about the scheme and also about the issues surrounding the portrayal of poverty in the media on Tuesday 14 September, from 2–4pm at the Amnesty International Human Rights Action Centre in London. The call for proposals is then open until 5pm on Monday 11 October. For further details go to www.mosaicfilms.com

Six established documentary directors will then be shortlisted and invited to pitch at a public session at Sheffield Doc/Fest on 5 November.  The three winning films will be produced by Mosaic Films over the following six months.

Aspart of the scheme, JRF will host a special panel debate at Sheffield Doc/Fest entitled "Does poverty on TV have to be a spectator sport?" It will bring together leading industry figures, as well as people experiencing poverty, to examine the way in which the media represents poverty.

Further details can be found at www.sheffdocfest.com