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.”
Integrated advertisement created by Krow, United Kingdom for Unison, within the categories: Professional Services, Public Interest, NGO.
ECD: Annie Fox
Deputy ECD: Darryl George
Creatives: Rob Donaldson, Joe Dennett
Senior Account Manager: Shelby Whyatt
Account Executive: Maja Kozlowski
Group Head of Planning: Matt Watts
Head of Production: Mark Coldham
Agency Producer: Rebecca Forrester
Designers: Ed Shore, Rebecca Slama
Director / Stills Photographer: Simon Kreitem
Production Co: LonelyLeap
Producer: Anna Martin
Sound Design: James Utting / Factory