It was this insight that drove the direction of our campaign for the Living Wage Foundation during Living Wage Week 2024.
Our research explored the current realities facing working people: rising inflation, housing costs and energy bills – leaving many on minimum wage unable to make ends. At the same time, accredited employers wanted to champion their commitment to fair pay and inspire others to join the movement. We needed an approach that would raise awareness about the real Living Wage and its critical importance, while also shining a spotlight on accredited employers and the difference they were making.
We developed a bold and vibrant campaign featuring authentic viewpoints, stories and insights from real employers and employees. Our assets were simple, engaging and sharable across all digital channels.
On the first day of Living Wage Week, our campaign trended on X with over 1,000 mentions of the Living Wage recorded across the platform. Our campaign delivered 75,000 impressions and 2,000+ engagements on social media, exceeding initial expectations. And hundreds of accredited employers proudly used the campaign assets to amplify their participation as a Living Wage employer.
“We came to Eleven with a challenge to strategically focus our Living Wage Week campaign for our priority audiences and objectives, after many years of struggling with numerous competing priorities. Eleven took us through a set of strategic steps to understand the full picture behind this campaign before getting into creative ideation. We were impressed by the insights they presented and this work upfront meant when we got to the campaign concepts, they were exactly what we were after. Eleven were flexible throughout the whole process and as a result, we would love to adopt this same approach with Living Wage Week again next year.”
Clare Duncan, Senior Communications and Marketing Manager at Living Wage Foundation
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