Creative in association withGear Seven

Unison Highlights Empty Government Promises On Key Worker Pay In UK Pre-Election Campaign

Advertising Agency
London, UK
krow, part of The MISSION Group, launches 'They Deserve More' out of home and social ads

UNISON is reminding voters of the government’s empty promises about key worker pay in a new advertising campaign called ‘They Deserve More’, created by krow, part of The MISSION Group.

The pandemic has highlighted the contribution that key workers make to all our lives and have shown what would be lost if they are not there. UNISON is using this sentiment to motivate people to vote for change in the forthcoming elections.

‘They Deserve More’ is built around powerful black and white imagery showing people in their workplaces undertaking some of the jobs that still needed doing during the pandemic when many of us were staying safe at home – hospital porters, care home workers and emergency responders, for example.

As we observe the physical and emotional effort that these people put into their work, we are reminded of the praise the government was happy to lavish on them – and the fact it has not followed through by providing meaningful support or decent pay raises for the public sector. The campaign then urges the audience to 'Vote for fair pay in the May elections'.

This idea is carried through a 30-second film, two 10-second cutdowns, a series of social posts and OOH executions as well as a four-page cover wrap in the Metro. The stills were shot by renowned reportage photographer Simon Kreitem while Mercury Prize-winning musician Speech Debelle provides the voiceovers for the films.

John Quarrey, CEO of krow Group, said: “Most of us are fed up with the utter hypocrisy of the government’s treatment of key workers and this campaign aims to turn this disgust into action at the ballot box.”

UNISON general secretary Christina McAnea said: “After all public service staff have done to keep everyone safe – and the UK functioning – in the past 13 months, NHS, care, police, school and council workers’ pay must be a priority for politicians. Otherwise, hard-working but under-appreciated staff will leave, experience will be lost and recruitment will become so much tougher. Services are already struggling to cope because of many thousands of vacancies and problems can’t be allowed to get even worse. Decent local services are in all of our best interests."

The campaign goes live on 26th April ahead of the polls on 6th May, including local council elections in England and the London mayoral and assembly vote.

Media planning and buying is by MI Media.