People Like Us are working

Client: People Like Us

Channels: out-of-home, ad van

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 advert from the 1970s. Showing workers from ethnic backgrounds queueing up for the pay bump they deserve.

The results

Achieved national media coverage.

Following the organisation’s campaigning, the government has vowed to introduce Ethnicity Pay Gap reporting.

My role

Creative concepting, copywriting.