CAMPAIGNS: Workers Rights - TUC on right lines with call centre report

Client: Call centre workers

PR Team: TUC campaigns and communications department

Campaign: 'It's your call'

Timescale: February

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


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