Living Wage

Muckle Media provided Living Wage Scotland with PR, social media & video production support on their campaign to raise awareness around employers paying the real Living Wage.

Challenge

On average, full-time workers in Scotland being paid the legal minimum rate have lost out on more than £8,000 over the last five years compared to those on the real Living Wage. Muckle Media was tasked with raising awareness around the benefits of paying the real living wage, demonstrated by real life case studies.

Strategy

Muckle Media conducted a series of interviews to turn into written and video case studies for Living Wage Scotland. These case studies focused around eight businesses across Scotland that had signed up to pay their staff the real Living Wage during the Covid-19 pandemic. Using both videos and written reports, these case studies were distributed to the media alongside a press release about the difference in pay between the real Living Wage and the National Living Wage, to coincide with the government’s increase to the National Living Wage on 1st April.

Companies that were profiled included Parsley Box, ENABLE Scotland and ACS Clothing.

Results

Muckle Media generated 15 pieces of coverage including in major outlets ITV News, The Times and The Scotsman. In addition, pieces featured in local English newspapers such as The Shropshire Star and The Richmond and Twickenham Times, demonstrating the wide impact of Muckle’s campaign.

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