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The Social Mobility Foundation is a charity which aims to make a practical improvement in social mobility for young people. The SMF was founded in 2005 in order to provide opportunities, and networks of support for 16-17 year olds who are unable to get them from their schools or families.
We worked with the Department for Opportunities – the Social Mobility Foundation’s advocacy and campaigning arm – to launch its second campaign to raise awareness of the Class Pay Gap.
CHALLENGE
Terrifyingly, classism remains prevalent, and, in the workplace, it still pays to be privileged. But nobody was talking about it. The Department for Opportunities needed to scare people into action.
STRATEGY
So, we turned this very real horror into a very real horror film.
The film had a trailer, shown online and in cinemas, and film posters which appeared in print and in OOH, but with a surprise message at the end that audiences weren’t expecting.
We didn’t stop there; we made the film – a 15-minute short which had its own premiere at the iconic Roundhouse attended by film expert, Mark Kemode, acclaimed director, Ken Loach and introduced by The Times Film Critic, Kevin Mayher.
Campaign reach (14% of the UK population)
Social media growth
increase in the number of companies measuring their class pay gap
