The aim of the campaign is to highlight the important work of many low paid “key workers” such as cleaners, care workers, and delivery drivers who are working on the front line during the pandemic but still not getting the pay they deserve. We were keen to make sure we evoke empathy with all the people that have been there for us - whilst highlighting the harsh reality that many of these ‘key workers’ face low pay and are struggling to get by. The campaign gives people the chance to reflect on the hard work of our essential workforce, and for employers to commit to becoming a real Living Wage Employer. Research shows that there are 1.3 million key workers in the UK who earn below the real Living Wage and are employed in “insecure work” which is a huge failure.
Stu Outhwaite-Noel, Chief Creative Officer at Creature said:
“Key workers have very literally kept us all alive in 2020, so it’s about time we did the same for them. We hope this campaign continues to push the amazing work of the Living Wage Foundation in getting people to realise a hard day's work deserves a fair day’s pay.”
The campaign calls for more businesses to join the nearly 7,000 accredited Living Wage Employers, including over 800 who have signed up since the pandemic began, and commit to pay all workers a real Living Wage. The real Living Wage is independently calculated based on the cost of living. It means workers and their families can meet everyday needs: the weekly shop, a surprise dentist trip, a new school uniform for growing kids. Earning the real Living Wage is the difference between sitting down to a healthy meal and struggling to put food on the table. Between reading the kids a bedtime story and working late, multiple jobs, each night.
This campaign also falls during the Foundation’s annual Living Wage Week celebrations (9th-15th November) with the new Living Wage rates due to be announced on Monday 9th November. Both Creature and Clear Channel are accredited Living Wage Employers committed to paying all their staff – directly or indirectly employed – the real Living Wage.
The digital posters will be displayed across Clear Channel’s digital Out of Home advertising screens from the 9th November for two weeks.
Joanne Henderson, HR Director at Clear Channel UK said:
“With Clear Channel being one of the early adopters of the Living Wage, we have seen first-hand its value and benefit to our people and to us as an employer. We’re delighted to work with the Living Wage Foundation even more closely this year to help bring this vital, timely campaign to life and use our very public medium to encourage more employers to join.”
Laura Gardiner, Director of the Living Wage Foundation said:
“At a time when many of us are once again looking to key workers keep our country going, we’re delighted to have launched an advertising campaign with Creature and Clear Channel that captures and celebrates the skilled jobs that cleaners, care workers, security guards and delivery drivers do.
There are nearly 7,000 accredited Living Wage Employers who are choosing to go above and beyond the government minimum and do right by workers and families. Despite it being a challenging time for business, we’ve seen over 800 more employers commit to the Living Wage since the start of the pandemic.
However, there is more to be done with over 1.3 million key workers in the UK still earning below the real Living Wage. Today we’re asking those employers that can, to accredit as a Living Wage Employer.”