Client: Call centre workers
PR Team: TUC campaigns and communications department
Campaign: 'It's your call'
Budget: Less than pounds 20,000
The Trade Union Congress (TUC) is an umbrella organisation for Britain's
trade unions. It is Britain's largest voluntary organisation.
To raise awareness of working conditions in call centres and to raise
employee awareness of their rights.
Strategy and Plan
The TUC's 'It's your call' campaign launched an investigative report
into call centre practices by establishing a temporary telephone
hotline, enabling employees to discuss their working conditions.
As stories began to emerge from the hotline, a domino effect ensued,
with several different angles running simultaneously.
After the first week, the TUC released some of the worst reports it had
received, such as the story of one boss who threatened to make her staff
wear disposable nappies if they went to the toilet too often. Soon after
the hotline closed, a detailed report was published and Channel 4 News
was offered an exclusive on key findings. A ten minute news feature
aired in April.
Measurement and Evaluation
During the two-week campaign time-span, 750 call centre workers rang the
Widespread coverage was achieved on broadcast media such as Breakfast
with Frost, ITN, the BBC's One O'Clock News, and on Radio 4's Today
programme, Radio 1's Newsbeat and BBC radio stations across the
Most national broadsheets covered the story, as did more than 40
regional newspapers plus many trade, marketing and personnel
Not only was the campaign one of the TUC's most successful ever, but the
Employers' Federation and the Call Centres Association both requested
copies of the report for their members.
Unions report many new membership and recruitment leads in call centres
and the Health and Safety Executive is drawing up guidelines for the