The Equality and Human Rights Commission undertook a significant Inquiry into possible discrimination and bad practices operating in the meat processing industry. They wanted to convey the results of that Inquiry to a broader audience, beyond that of their traditional stakeholders. They also wanted to position the Commission as a relevant Quango, capable of making a difference in key areas of working practices and thereby influencing the legislative debate where appropriate.
Taking the huge results dossier created from the Inquiry, we produced a hard-hitting set of key messages and recommendations. Those recommendations would have implications across many of the service industries, thereby increasing our potential audience. We also used case studies of workers interviewed for the inquiry to offer a human face to the story to portray how the issues affected people and their lives.
Significant volume of coverage generated amongst key target press, as well as interviews with Commission executives on the BBC, including the BBC 6 O? clock news. The Guardian ran with the story front page and most other national newspapers carried the story that day. Coverage was also generated in the regional and trade press.