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The Genuine Index: The People Like Us Are Working campaign


Summary

We took look at the new campaign from non-profit People Like Us, who are petitioning for more work to address gender and ethnic pay disparity.


In partnership with VCCP London who supported in buying and media planning, billboards were put up reimagining the Conservative Party's original ‘Labour Isn’t Working’ poster from 1978, calling on businesses to improve their own policies. This was paired with new research on the problem.


Assessment

On the surface of the campaign, we felt there was a genuine push to highlight diversity in the working world. People Like Us aim to support professionals behind the scenes with tailored solutions for a range of career-related challenges, such as navigating tricky conversations in the workplace, finding mentors, LinkedIn/CV-shaping, and advising organisations on inclusivity.

However, members of the team did feel as though the messaging for the billboards was quite weak. The billboard assumes that consumers would be aware of the original poster, and be able to work out the comparison being made – quite a reach for a poster from 45 years ago. There was initial pick up with publications such as the Metro, but no clear call to action to the petition for the Government to look at the pay disparity for employees of a diverse background.


We felt collectively that the overall execution and call to action was poor, and that the activation could have been amplified by some real-life case studies and further research insights to identify the problem. With support from partners including LinkedIn, Green, and the PRCA, we did expect a greater push on the campaign.



Rating: 6.7*


The Genuine Index Series 2 - 2023

Arsenal’s No More Red = 7.33

People Like Us Are Working = 6.7


* -10.0 (Total BS & Corporate Wash) - 10.0 (Totally Genuine). Our scores are an average of individual panel members’ individual scores.

This averages out the team’s scores.


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