Fair pay is more than just a paycheck—it’s the foundation of financial security and a better quality of life. This belief was at the heart of the campaign I led for the Living Wage Foundation during Living Wage Week 2024, a pivotal moment to raise awareness and celebrate accredited employers championing fair pay.

Through in-depth research, the team explored the challenges faced by low-paid workers, from rising inflation and housing costs to soaring energy bills. The campaign needed to strike a balance—highlighting the real impact of low wages while empowering businesses to take action.

I developed a bold, vibrant, and highly shareable campaign that put real voices front and centre. By incorporating authentic employee and employer stories, the campaign humanised the conversation around fair pay, making it relatable and engaging. The assets were designed for maximum impact across digital platforms, ensuring they were easily shareable and visually compelling.

The campaign made an immediate and measurable impact. On the first day of Living Wage Week, it trended on X (formerly Twitter) with over 1,000 mentions of the Living Wage. It delivered 75,000 impressions and over 2,000 engagements on social media, far exceeding expectations. Most importantly, hundreds of accredited employers proudly used the campaign assets to amplify their role as Living Wage employers, extending the reach and momentum of the movement.