DTI initiative targets ethnic minorities

The Department of Trade and Industry is targeting ethnic minorities with a new TV campaign designed to increase awareness of the national minimum wage.

The Department of Trade and Industry is targeting ethnic minorities

with a new TV campaign designed to increase awareness of the national

minimum wage.



The ad, created by Ogilvy & Mather, uses the same style as the original

campaign, launched in the spring, but has an Asian theme.



It comprises scenes of people going about their everyday lives,

accompanied by Asian dance music. One shows a woman entering a video

shop; the signage on the shop front says: ’Minimum wage pounds

3.60.’



Another shows a man unloading a tray of food from the back of a van.



When the door shuts we see that the minimum wage has been inscribed in

the dirt on the van.



This is the first DTI campaign to target ethnic minorities. Research

carried out after the first campaign showed lower than average awareness

of the minimum wage among ethnic minorities.



The campaign was written by Alex Derwin and Dominic Sweeney and overseen

by Marcus Vinton. The director was Debbie Bourne of And Howe Films.

Media planning is through MindShare and buying is split between

Portland, MediaVest, Universal McCann and Carat.



The campaign will use cinema, radio and cable, including Zee TV, Asianet

and MATV. It will run in Lancashire, the Midlands, West Yorkshire,

Glasgow and London.



David Wagstaff, assistant director of national minimum wage policy at

the DTI, said: ’The minimum wage is there to help all low-paid workers.’



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