Ogilvy & Mather has developed a TV, press and outdoor campaign for
the Department of Trade & Industry to raise awareness of the pounds 3.60
an hour minimum wage, which is being introduced on 1 April.
The campaign, which breaks this week, aims to inform workers and
employers of the new legislation. It includes a phone number for people
to obtain more information.
Two 40-second ads feature people in their jobs with the figure pounds
3.60 featuring prominently. The campaign stresses that the minimum wage
’will be part of everyday life’. The commercials finish with the line:
’The minimum wage. It pays to know.’
A spokesman for the DTI explained that the campaign was targeting about
two million adults and about 500,000 small to medium-sized
Women and ethnic minorities will also be targeted using relevant
The ads were written by Alex Derwin, art directed by Dom Sweeney and
directed by Mark Brozel from The Clinic (formerly Lambie-Nairn
Media planning was by MindShare and MediaVest handled the buying.
O&M won the business without a pitch in January. The campaign is part of
the Government’s backing of basic minimum working standards. The push
follows last summer’s Working Time Regulation campaign, which was also
developed by O&M after Peter Mandelson, the then Trade & Industry
Secretary, appointed the agency.