Social Mobility Foundation: Stay Down

CINEMA | OOH | SOCIAL | DIGITAL | DESIGN | EXPERIENTIAL

We worked with the Department for Opportunities - the Social Mobility Foundation's advocacy and campaigning arm - to launch its second campaign to raise awareness of the Class Pay Gap.

Terrifyingly, classism remains prevalent, and, in the workplace, it still pays to be privileged. But nobody was talking about it. The Department for Opportunities needed to scare people into action. So, we turned this very real horror into a very real horror film.

The film had a trailer, shown online and in cinemas, and film posters which appeared in print and in OOH, ensuring Stay Down looked like a legitimate upcoming blockbuster. But with a surprise message at the end that audiences weren’t expecting. But we didn’t stop there; we made the film - a 15-minute short which had its own premiere at the iconic Roundhouse attended by film expert, Mark Kemode, acclaimed director, Ken Loach and introduced by The Times Film Critic, Kevin Mayher.

Stay Down received over 100 pieces of press coverage, 200,000 people saw the film and trailer online, and the campaign reached 7.3million people (14% of the UK pop). The Social Mobility Foundation saw growth across their social channels of 66% and average monthly impressions during the campaign increased by 707%. Most importantly, it resulted in a 27% increase in the number of companies measuring their class pay gap and led to meetings with MPs. Helping us get even closer to defeating workplace classism.