Tackling pay inequality
CLIENT: COMMUNITY INTEGRATED CARE
We provided some additional support to Community Integrated Care’s in-house communications team as they geared up to launching a groundbreaking campaign to tackle pay inequalities in social care.
In 2020, Community Integrated Care commissioned independent research that identified huge inequalities in pay for social care workers.
They found that it was simply Unfair to Care and set out to change this.
The context
Community Integrated Care is one of the UK’s largest health and social care charities. In 2020, they commissioned Korn Ferry to lead the first ever independent analysis of the scope and value of frontline social care workers.
The results of the research were enlightening, including finding:
That far from being low-skilled, support worker roles were found to have exceeded the skills needed in fields such as police community support work, experienced teaching assisting, and healthcare assistance
The majority of care sector workers are paid under the real living wage
Social care workers have complex, intense, and frequently high stakes roles – with significant physical, environmental, and emotional demands
Tasks that would have previously been delivered within the NHS are now delivered in the community by social care workers
Despite the above facts, social care is one of the lowest paid roles within society.
Community Integrated Care set out to change this position, creating the Unfair to Care campaign, calling for reform, and making clear asks of the Government.
What we did
We supported Community Integrated Care’s in-house communications team with some additional thinking and support with the campaign creation, messaging development, and developing the marketing assets for this important campaign.
The campaign attracted huge media attention, winning a prestigious award, and intensifying the debate around the future of the social care sector.
Unfair to Care called for reform and made clear asks of the Government.
Collaborators:
Campaign creative: Future Design Consultants
Really Good Things is a specialist communications consultancy working with charities and public-sector organisations. Talk to us about how we can help amplify your impact.
