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The idea
Did you know that ethnically diverse workers earn on average 16% less than their white colleagues?
Kicking off industry not-for-profit People Like Us’ campaign to make ethnicity pay gap reporting a legal requirement for British businesses.
A not-so-subtle play on the Conservative Party’s ad from the seventies. Showing workers from ethnic backgrounds queueing up for the pay bump they deserve.
The results
National media coverage achieved
After the organisation’s campaigning, the government has vowed to introduce Ethnicity Pay Gap reporting.
My role
Creative concepting, copy
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