The Australian Council of Trade Unions pays tribute to all workers in new ad

The Australian Council of Trade Unions (ACTU) is celebrating the role workers, in every industry and workplace, are playing in keeping the economy running during the COVID-19 pandemic.

In particular, ACTU secretary Sally McManus says, the campaign recognises workers that have previously been overlooked.

“It’s also reflecting that the word ‘worker’ has taken on a new and more accurate meaning in the community in a time of crisis – for years it’s effectively been code for blue collar, or for being low paid, but today it’s taken on a broader meaning,” she said.

“Every day, alongside truck drivers, shelf stockers, and cleaners, we’re hearing doctors, nurses and paramedics being described as ‘workers’.

“Australian Unions has always been for ‘workers’ in the broadest sense, and this campaign is a tribute to them.”

The campaign was created by The Shannon Company with production company Bordertown Films. Production on the ad started in Melbourne, however it was relocated to Queensland when Victoria’s stage four restrictions came into place at the start of August.

Managing director, Ian Forsyth, explained how the team was able to continue working on the campaign from afar.

“The content was shot in black and white, using our Team Shoot Remote Control innovation, which allowed the team in Melbourne to monitor the production real time, and provide the direction required to bring about such an emotional and authentic recognition of ‘the worker’,” he said.

“One of the impacts of COVID restrictions is that they’ve inspired innovation, and in many instances that’s led to greater efficiency and effectiveness, so many of the production changes inspired by COVID will stay with us beyond the epidemic.

“The filming involved keeping on-location numbers to a bare minimum, and adhering absolutely to health authority requirements.”

The campaign launched on Nine and Sky News, and will also be running online and on social media.


Client: ACTU
Secretary, Sally McManus
Manager – Brand and Marketing, Michael Fisher

Creative: The Shannon Company
Creative Lead: Bill Shannon
Strategy: Michael Daddo
Director/Editor: James Shannon

Production: Bordertown Films (QLD)

Client Services: The Shannon Company
Lauren Nichols


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