Social Mobility foundation - Stay Down Campaign
Using horror as a metaphor, the campaign portrays classism as a sinister force holding individuals down physically and mentally. It creatively conveys the hidden and pervasive nature of workplace discrimination
The campaign uses a short horror film format to dramatize the insidious nature of classism. It serves as a wake-up call to employers, urging them to measure, report, and close the class pay gap
Targeting - Employers, organizations, and the public to raise awareness about the class pay gap and foster a commitment to addressing workplace classism
TARGET AUDIENCE
About the
Campaign -
Using horror as a metaphor, the campaign portrays classism as a sinister force holding individuals down physically and mentally. It creatively conveys the hidden and pervasive nature of workplace discrimination
Core Theme of the Campaign -
- Stay Down Campaign focuses on workplace classism and unequal pay.
- Utilizes a horror film format to creatively depict the insidious nature of class discrimination.
- Encourages employers to measure, report, and close the class pay gap.
- Targets employers and the public to raise awareness about workplace classism.
- Aims to provoke conversations and actions towards a more equitable work environment