Ethnicity pay gap reporting had been under UK Government discussion for nine years, yet delay and pay secrecy continued to keep inequality hidden. The bill had been discussed but stalled. The challenge; how might we make the cost of inaction clear, urgent, and impossible to ignore?

We told the UK Government to pay up with a digital tool that put a price on delay: £3.2 billion in lost earnings for ethnic minority workers every year.

Users could generate their own bill and send it directly to their MP, turning a complex policy issue into a personal, practical action that demanded the Government pay up for ethnic minority workers.

• Personalised Bill Generator: Made the annual cost of delayed reporting tangible by letting users create their own bill.

• Direct Political Action: Enabled constituents to send automated emails to their MP, turning awareness into a clear call for legislative change.

• Shareable Campaign Content: Created a strong, accessible way to communicate the scale and urgency of ethnicity pay-gap reporting across digital channels.

Role: Digital concept, UX Lead, Content in collaboration with Worth Your While

Impacts: The campaign reached 3.5 million people through combined media coverage, directly targeted 127 MPs through automated constituent emails, achieved a 26.9% LinkedIn engagement rate. On 25 March 2026, the UK Government published draft primary legislation, officially moving forward with mandatory ethnicity pay-gap reporting.

Recognition

The Lovie Awards, Gold - Websites & Mobile Sites, Diversity, Equity & Inclusion

Creative Circle Awards, Bronze - Advertising & Digital Advertising, Digital Campaign