Case Study
“Adult age = Adult wage”
CLIENT: SDA National
The Shop, Distributive and Allied Employees’ Association (SDA)—one of Australia’s largest trade unions representing retail, fast food, and warehouse workers—has long campaigned to reform junior rates, a legal pay structure that allows employers to pay younger workers a lower percentage of the adult minimum wage based on age.
Under current award structures, workers under 21 in many sectors can legally be paid 20-30% less than the adult rate, despite performing the same work. The SDA’s campaign framed this as institutional age discrimination, undermining the value and dignity of young workers, many of whom work independently, particularly during evenings, weekends, and public holidays.
The campaign goal was to abolish junior pay rates in the retail and fast food sectors by putting pressure on employers and the Fair Work Commission to recognise junior rates as unfair and outdated.
We developed a campaign that targeted young workers in retail and fast food and their parents and ran Snapchat, Spotify, and social ads to drive awareness of the issue.
30s Positive TVC
Results
The campaign reached 6.5m on Snapchat with 22k swipe ups, 3.5m on Youtube mad, and 500k completed views on Meta.
