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Campaign from Creature Urges City Firms to Pay London Living Wage
Advertising Agency
London, UK
Poster campaign for City Corporation sees posters displayed at London's busiest tube stations
A new campaign designed by Creature and launched by the City of London Corporation is encouraging more City financial and professional services firms to pay the London Living Wage.

The City of London Corporation, which is backed by the Living Wage Foundation, is taking over the London Underground with the poster campaign to get more firms to pay at least the London Living Wage of £10.55 per hour.

The posters are being displayed at nine of the busiest tube stations, including Liverpool Street, Euston, Victoria and Paddington.
The two-week campaign, which includes social media, newspaper advertising and direct discussions with City businesses, will reach thousands of companies and workers. The campaign is expected to reach over 1.3 million people across the capital.
There are 273,000 jobs in financial and professional services in the City and 9,490 financial and professional services firms. So far, over 100 City businesses have signed up to pay the London Living Wage and be Living Wage accredited employers.

One in five people employed in the capital still don’t earn a wage they can live on. 

The initiative was officially launched this week at the Museum of London where City businesses, MPs, and councillors joined Ambassadors from City firms paying the London Living Wage to start the initiative.

Research by the Living Wage Foundation shows that 93% of university students want to work for a Living Wage employer, and 86% of companies paying the Living Wage say it has improved the reputation of their business.

Catherine McGuinness, Policy Chair at the City of London Corporation, which is an accredited Living Wage employer, said: “One in five people employed in the capital don’t earn a wage they can live on. I’m calling on City firms to consign this statistic to the history books. Our people are our City and they are the best investment we will ever make. Over 100 financial and professional services City businesses are accredited Living Wage employers, but I know more can join them. Paying the London Living Wage is good for business and good for society. But most importantly, it means a better quality of life, help for people to provide for themselves and their families, and giving employees a dignified life.”

Lola McEvoy, Head of Campaigns at the Living Wage Foundation, said:  “The City of London Corporation is leading the way as an anchor of responsible pay in the Square Mile. But many financial services firms still don't pay their security staff and cleaners enough to live on, and we know much more can be done. We believe this campaign can encourage more employers within the City to recognise that paying the London Living Wage is both good for their business, and the right thing to do.”

Stuart Wright, Property and Facilities Director for Aviva, which has been a Living Wage Employer since 2006, and Chair of the Living Wage Foundation, said: “We have paid our London-based employees at least the London Living Wage since 2006 and we know the difference it can make to their lives. And it’s not just about money. People who receive the Living Wage feel valued for their contribution. This in turn creates pride amongst workers and aids retention and recruitment for employers – so it makes sound business sense too. Now all of our UK employees, including those from third-party suppliers who work on Aviva sites, are paid at least the Living Wage. If any London employer is considering paying the Living Wage, we’d urge them to stop thinking and start doing.” 

Dan Cullen-Shute, CEO and founder of Creature, added: “We've spent a lot of time over the last few years trying to promote Living Wage accreditation within the ad industry and the media world in general, so working with the City of London Corporation on this campaign has been an absolute pleasure. You get into this business to try to make a difference to the world, and making sure everyone working in the City is paid enough to live is a pretty good difference to make."
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