We Demanded That Love Shouldn’t Have a Wage Bracket

With new Conservative policy coming into place in Spring of 2024 that ensures that international couples who don't earn enough are kept apart until their wages rise, we wanted to highlight the injustice of this policy and the potential harmful impact of its implementation.

We needed to demonstrate the magnitude of the wage hike in a way that got people talking and made it personal.

We launched our “Cost of Loving” campaign on Valentine’s Day, erecting billboards featuring Rishi Sunak playing Cupid around London and calling on passers-by to check their ‘financial compatibility’ through a QR code linking to our GOV Love Calculator.

On the site, users could find a link to a live petition, which needed 100,000 signatures to be discussed in parliament, demanding that the earning bracket not reach its maximum.