Case Study: National Education Union achieves record-breaking ballot turnout and a teacher pay rise with Distract

National Education Union secures 6.5% teacher pay rise with Distract

The National Education Union (NEU), Europe's largest education trade union, faced the challenge of mobilizing public support for a fully funded teacher pay raise during a severe cost-of-living crisis. They partnered with the vendor Distract to create a campaign that would generate urgency and achieve a record-breaking ballot turnout to pressure the government.

Distract implemented a highly targeted social media campaign using geotargeted graphics and videos that called out individual MPs in over 400 constituencies. This approach made the issue local and emotive for residents. The vendor's strategy resulted in unprecedented engagement, with 921,903 people interacting with the campaign. Most importantly, Distract's work helped the NEU secure a 6.5% pay increase for teachers.

National Education Union