People Like Us explains what’s in a name

On Ethnicity Pay Gap Day (8th January), UK organisation People Like Us, which supports journalism, marketing, and communications professionals from Black, Asian, Mixed Race and minority backgrounds, launches this impactful film in collaboration with creative agency Worth Your While.

Directed by Naghmeh Pour through New Land, the creative opens with a striking monochrome shot, where a group of people wait at a bus stop. A woman, looking up from her newspaper, starts to recite a powerful, rhythmic poem exposing how those with ethnic-minority names experience more prejudice and rejection when trying to find work.  

Titled Name The Bias, the campaign draws on research from the University of Oxford revealing that candidates with ethnic-minority names must submit 60% more job applications to secure a callback compared to white British applicants