Living Wage Foundation Unveils Uk Wide Joint Campaign To Recognise Hard Work Of Low-Paid Key Workers

A new joint campaign calling for more businesses to pay the real Living Wage has been unveiled today. The advertising campaign has been designed by Ad agency Creature and launched by the Living Wage Foundation across Clear Channel 's out of home media space across towns and cities around the UK.  

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 every day 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 (9-15 November) with the new Living Wage rates announced this morning. 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 digital out of home advertising screensfrom the 9th of 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 WageEmployer."

Campaign credits: A special thanks goes to Packshot Factory and Three Floors Up, and Granite Workwear, a Living Wage Employer who contributed workwear for the artwork's background. 





Notes to Editors 

For all media enquiries please contact: 

Living Wage Foundation: Clare Duncan, | 07507727073 

Clear Channel: Eva Dvorakova, | 07921 280391 

Creature: Dan Cullen-Shute, | 07966897425 


About the Living Wage  

The real Living Wage is the only rate calculated according to what people need to make ends meet. It provides a voluntary benchmark for employers that choose to take a stand by ensuring their staff earn a wage that meets the costs and pressures they face in their everyday lives.

The UK Living Wage is currently £9.50 per hour. There is a separate London Living Wage rate of £10.85 per hour to reflect the higher costs of transport, childcare and housing in the capital. These figures are calculated annually by the Resolution Foundation and overseen by the Living Wage Commission, based on the best available evidence on living standards in London and the UK. 

The Living Wage Foundation is the organisation at the heart of the movement of businesses, organisations and individuals who campaign for the simple idea that a hard day's work deserves a fair day's pay. The Living Wage Foundation receives guidance and advice from the Living Wage Advisory Council. The Foundation is supported by our principal partners: Aviva; Joseph Rowntree Foundation; KPMG; Linklaters; Nationwide; Nestle; Resolution Foundation; Oxfam; Trust for London; People's Health Trust; and Queen Mary University of London. 

About Clear Channel  

Clear Channel UK is one of the UK's largest Out of Home media and infrastructure companies with more than 35,000 sites nationwide. 

As a Platform for Brands and a Platform for Good, Clear Channel partners with hundreds of brands, agencies, local advertisers, landlords, and local authorities, helping advertisers reach people in public spaces while investing in public infrastructure and social good projects.  

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About Creature 

Creature is a gloriously independent advertising agency, owned and run by its three founding partners. Fuelled by intelligent misbehaviour (breaking the rules, in the right way, for the right reasons), we make work with ambitious clients that real people can't help but care about. 

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