Government launches minimum wage awareness ads

Minimum wage campaign: includes digital display executions
Minimum wage campaign: includes digital display executions

Kindred has created a press, radio, online and outdoor campaign encouraging workers to check whether they are being paid fairly.

The campaign, which was commissioned by the Department for Business, Energy and Industrial Strategy, precedes a rise in the National Minimum Wage and National Living Wage on 1 April.

For example, the National Minimum Wage for 21- to 24-year-olds will increase by 10p to £7.05 per hour.

The ads were produced by Kindred creative director John Merriman. Media planning was by Mindshare and media buying by Carat.

The campaign is also intended to inform workers of their rights, such as to be paid for travel time between appointments.

A poll of more than 1,400 workers earning less than £15,000 found that 69 per cent didn’t know this.

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