The brand new takeover of Channel four business breaks will reveal abuse by publicly obtainable workers
Network Rail and Co-op worked together nationwide on the #TogetherAgainstHate campaign, which took place on Friday during an advertising break on Channel 4 and used recordings and video surveillance to highlight the abusive behavior of customers towards employees
Billboard campaigns warning of abusive public behavior towards employees have become more ubiquitous recently, as can be seen regularly across the UK rail network. UK employees in customer-facing roles, including in shops and public transport, are reportedly exposed to over 400 incidents of abuse every day – and the number is increasing, despite the pivotal role public service employees have played in keeping communities alive during the lockdown subsequent reopening of the country.
A new edition of the #TogetherAgainstHate campaign was launched on Friday to draw attention to the poor treatment of staff by customers. The campaign is a collaboration between Channel 4 and the Nationwide Building Society, who previously worked in a similar location in 2018 after responding hatefully to a nationwide ad starring Sugar J Poet, as well as Network Rail and co-op.
The commercial break includes headlines, CCTV footage and audio recordings (voiced by actors) of real verbal and physical abuse directed at Network Rail, Co-op and Nationwide employees. These references are juxtaposed with the affectionate words of the employees discussing why they enjoy working in a publicly accessible role, resulting in an intentionally jarring clock.
The campaign is backed up by worrying statistics – 43% of shop workers said they were threatened with physical violence, with every fifth knife mentioned. Meanwhile, 70% of UK rail workers have experienced violence at work in the past year.
The commercial break activity was brokered by 4Sales, Wavemaker (Nationwide Building Society), Dentsu (Co-op) and UM Birmingham (Network Rail). The idea was developed in collaboration between 4Sales' creative arm PL4Y and The Outfit, who also produced the work.
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